From eye tracking to mind tracking


to test and optimise the use of a website on different end devices


A company in the food industry wanted to try different approaches to usability research. After all, it isn't just a user's outward behaviour that indicates what they think about using the website; their inner disposition is also very revealing. For this reason, september was asked to conduct a UX study.


After monitoring the user experience on different screens and having recorded perceptual pathways with the help of eye-tracking glasses, the user's emotions were measured, before conducting in-depths to find pointers for optimising use of the website on mobile devices (smartphone, tablet) and on the 'big screen'.


 The study revealed which information and elements work well on which screens, i.e. which elements don't just get seen but also generate an emotional impact. This resulted in a redesign of the website and screen adaptations.