1. You have a specific objective or task you want to enable, and the task has a clear measure of success.
2. Your objective has to do with the way users visually process a website or software interface. For example, you want them to notice and read the lead article, or browse more of the products on a catalog page.
3. You have already determined that the content is of interest to users, conducted interview-based usability testing and A/B testing (See Chapter 16 for more on A/B testing.), and optimized your page design based on the results, and you have not seen the improvements you seek.


University of Michigan - Ann Arbor

There are some aspects of computer-human interaction that happen too quickly, and the user is typically not aware that they are occurring. The eye track technology helps to track even tiny movements of the user’s eyes.

Eye track

Goodman, E., Kuniavsky, M., & Moed, A. (2012). Observing the user experience: A practitioner's guide to user research. Elsevier.

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