Eye Tracking for User Experience Design explores the many applications of eye tracking to better understand how users view and interact with technology. Ten leading experts in eye tracking discuss how they have taken advantage of this new technology to understand, design, and evaluate user experience. Real-world stories are included from these experts who have used eye tracking during the design and development of products ranging from information websites to immersive games. They also explore recent advances in the technology which tracks how users interact with mobile devices, large-screen displays and video game consoles. Methods for combining eye tracking with other research techniques for a more holistic understanding of the user experience are discussed. This is an invaluable resource to those who want to learn how eye tracking can be used to better understand and design for their users.

Key Features

  • Includes highly relevant examples and information for those who perform user research and design interactive experiences
  • Written by numerous experts in user experience and eye tracking. 
  • Highly relevant to anyone interested in eye tracking & UX design
  • Features contemporary eye tracking research emphasizing the latest uses of eye tracking technology in the user experience industry.


UX Professionals, Interaction & User Interface professionals, Digital Product Managers, Web Content Strategists, Market Research Professionals.

Table of Contents

  • Dedication
  • Acknowledgments
  • About the Editors
  • List of Contributors
  • Foreword
  • Section 1: Overview of Eye Tracking and Visual Search
    • 1. Introduction to Eye Tracking
      • Abstract
      • What is eye tracking?
      • How eye tracking works
      • What eye trackers can and cannot tell us
      • Eye tracking past and present
      • Eye tracking can empower your design team
      • Conclusion
      • Acknowledgments
      • References
    • 2. Visual Search
      • Abstract
      • Introduction
      • How do we visually search for information on web pages?
      • What does visual search look like?
      • Are there different types of visual search?
      • Visual search behavior of serps
      • Can images of faces impact our search behavior more than other types of images?
      • What is banner blindness, and why is it important?
      • The road ahead for designing visual search experiences
      • References
  • Section 2: Evaluating the User Experience
    • 3. Usability Testing
      • Abstract
      • Introduction
      • Incorporating eye tracking in usability testing
      • Eye-tracking data provides a comprehensive picture of users’ experience and can help inform the design
      • Communicating usability results more effectively with clients
      • Considerations and drawbacks with eye tracking in usability studies
      • Conclusion
      • Acknowledgments
      • References
    • 4. Physiological Response Measurements
      • Abstract
      • Introduction
      • Dimensions of physiological response measures
      • Practicality of incorporating biometrics
      • Physiological response measurement in ux
      • Measuring valence
      • Conclusion
      • Acknowledgments
      • References
  • Section 3: Eye Tracking for Specific Applications
    • 5. Forms


No. of pages:
© 2014
Morgan Kaufmann
eBook ISBN:
Print ISBN:

About the editors

Jennifer Romano Bergstrom

Jennifer Romano Bergstrom is the UX Research Leader at Fors Marsh Group (FMG). She has been conducting quantitative and qualitative user-centered research for over 12 years, and she presently leads FMG’s user experience (UX) efforts both in the field and in their state-of-the-art laboratory. She conducts a variety of UX studies, including low- medium- and high-fidelity usability studies, card-sorting studies, experimental studies and behavioral and emotional tracking studies. She designs and tests surveys, teaches user experience-related courses, presents at conferences and publishes in peer-reviewed journals. Prior to joining Fors Marsh Group, Jennifer was a Research Psychologist in the Human Factors and Usability Research Group at the US Census Bureau, where she learned to quantify eye-tracking data and the user experience and taught colleagues new methods. She is the Director of Marketing and Communications for the User Experience Professionals Association (UXPA), the conference chair for UXPS-DC’s annual User Focus conference, and founder and chair for the annual Eye Tracking in User Experience Design conference. Jen publishes in peer-reviewed journals and co-authored Eye Tracking in User Experience Design in 2014.

Affiliations and Expertise

User Experience Research Leader, Fors Marsh Group, San Francisco, CA, USA

Andrew Schall

Andrew Schall has over 10 years of experience as a UX researcher and designer and is currently Director of User Experience at SPARK Experience Design, a UX consulting firm outside Washington, DC. He is currently a Ph.D. candidate in Human-Centered Computing at the University of Maryland, Baltimore County. Andrew has worked with numerous public and private organizations to use eye tracking as part of their user-centered design process including organizations such as Aflac, Fossil, GlaxoSmithKline, NASA, PBS, and U.S. Department of Energy. He is a frequent presenter on eye tracking, speaking at conferences including Human Computer Interaction International, User Experience Professionals Association, and User Focus.

Affiliations and Expertise

Director of User Experience at SPARK Experience Design


" The text is easily readable throughout. I recommend this book to anyone interested in the evaluation of UX of any type of software system." - Computing Reviews