Introducing Portland’s First Eyetracking Lab

Introducing Portland’s First Eyetracking Lab

Eye Tracking: What’s the fuss?

Eyetracking can add power to your usability testing efforts. But don’t use eyetracking for eyetracking’s sake. Sure the visualizations are cool (heatmaps, gaze plots, bee swarms) but have a good reason to use it. Here are a few:

  • Get your stakeholders educated fast (believing is seeing).
  • Add scientific accuracy, quickly quantifying bad from good design.
  • Get more insights and specificity with usability insights.
  • Get more “a-ha’s” then you can shake a stick at.



What is it and is it worth doing?

Two common metrics we capture are gaze plots and heat maps:

  • Gaze detection: Gaze position and plot tell you what draws attention and what doesn’t.
  • Heat map: Eye movements are captured to reveal high value information and targets.

The credibility of your usability research efforts counts on data validity and precision. “Quick and dirty” is not enough for enterprise level teams or even smaller groups looking for accuracy and ‘one version of the truth’ from usability testing efforts.

Introducing Mobile Eyetracking


1. Validation
Add scientific accuracy.
2. Gain buy-in
Seeing is believing. Stakeholders can quickly get to one version of the truth or settle internal arguments`.
3. Tangibility
Make insights concrete. Heat maps don’t lie.
4. Rich metrics
Measure fixations, gaze durations and areas of interest.
5. Proof
Determine the strength of your call to action.
6. Accuracy
Determine precise pain points and opportunities.
Portable - goes anywhere
Both usability and eyetracking labs travel or ship globally
Desktop Testing
Test desktop software or web applications
Mobile Testing
Test up to 5 different scenarios with mobile
Devices - eg., Medical
New devices, healthcare devices- you name it.