Leveraging Eye Tracking to Create an Engaging User Experience (Frank Guo)

Eye tracking is a very powerful research technique that can help you design engaging experiences by illuminating a pathway for capturing user attention. It’s also a misunderstood technique. Many are lured by the “sexiness” associated with heatmaps and gaze plots but fail to implement the findings properly, and therefore get lots of data but glean little actionable insight. Others avoid eye tracking altogether because of perceived complexity of the technique. (uxmag.com)