With eye tracking, you can determine the first areas perceived by the user in his field of vision. By using a “heatmap” (literally “heat map”), you can identify the areas of the visual field that are most often looked at relying on different colors. Indeed, if the red zones correspond to the most watched places, know on the contrary that the user will have hardly laid eyes on the zones which appear in blue. This allows you to put your finger on areas of the visual field that have not been observed at all.
In advertisements, this phenomenon of not being taken into account is called “banner blindness”. It clarifies the fact that visitors to a website may, consciously or unconsciously, not perceive certain elements or certain areas of it. This “blindness” is actually a matter of habit, our brain constantly trying to sort out the important information from the less important. With eye tracking, for example, it is possible to optimize the placement of advertisements on websitesso as to regain the attention of visitors.
The goal of user-centered design is toimprove their user experience, in particular through the evaluation of eye tracking data. This is achieved by presenting complex systems simply and getting users to achieve the desired goal as quickly and easily as possible. It is therefore necessary to be able to use applications and terminals in a more intuitive way, to imagine clearer dashboards for cars and to optimize the comfort of reading user manuals, or even websites.
