Eye tracking technology has caught the attention of designers who wish to better understand how users visually interact with products and technologies. Given the availability of eye tracking technologies, which are able to measure users' eye gaze on computer screens, designers and researchers can employ eye tracking to answer a very wide variety of questions about users' visual behavior, cognition, and visual attention strategies. Yet, commercial eye tracking software typically provides a limited number of out-of-the-box analysis tools for understanding the massive amount of data generated during eye tracking sessions. This poster (1) surveys the range of questions that people have successfully asked using eye tracking technology and (2) summarizes how raw eye tracking data is transformed into higher-level constructs that are more appropriate for analysis and the kinds of analysis that can be performed. The goal of this poster is to help designers make more informed decisions when considering the use of eye tracking to aid them in design.
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