Boston Interactive Invests in Eye Tracker

Boston Interactive has taken the next step in its commitment to user-centric design and will soon be home to a new eye tracking lab. The unit is an all-in-one device that tracks gaze and pupil data and allows you to analyze and visualize user interaction. BI will use the device as part of its Q&A process to measure the effectiveness of the websites. Before launching a new website, a group of sample users will be invited to test the site in the Eye Tracker lab. The user will be given specific tasks, or use cases, that the site was designed to support. The device will then track where their eye is drawn to and how focused they become.

The Boston Interactive team can then compare that data to the intended websites goals set by the client and the users click paths. For example, if a client's goal for their website is to increase donations, we can analyze the data to determine how easily the user found the donation call to action. Boston Interactive intends to utilize the new lab for our clients benefit and our continued commitment to website usability.