Analysis of user behavior: eye tracking glasses and shopping experience

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A necessary premise: this writer has been a healthy carrier of lenses and frames for about 15 years, I can therefore consider myself an expert on the topic.

So what are glasses for? Let’s go into detail.

  • They help us to distinguish ourselves: the glasses, it is well known, give the wearer a certain character, an aura of mystery and the inalienable right not to be hit in the face.
  • They hide sight defects: without a doubt the glasses are the best allies of those who have had the misfortune to run into a precocious lack of diopters.
  • The eyes rest: reading is tiring.In addition to the necessary concentration, we also strive all the visual apparatus. Especially when we dwell at length on the description of the properties of our toothpaste. But they are there: our glasses for rest, which calm and relax our shabby eyes.
  • They protect us from the sun: after two weeks of rain, finally the sun.The only thing that protects us from temporary blindness is a pair of burnished glasses. Which, in addition to being useful, are often beautiful to wear and hide the symptoms of a hangover.

And what else can glasses do?

In the video: an example of the first part of an analysis
 of the shopping experience. A person who wears the Tobii Glasses Pro 2 is struggling with the purchase of a ticket in an automatic ticket office.

The Tobii Pro Glasses 2 allow us to analyze user behavior

Does it sound strange? Hard to believe it?

It’s all true. Using a pair of Pro Glasses 2, the latest wearable eye tracking device from Tobii, it is absolutely possible to conduct qualitative and quantitative studies on the user experience in real contexts of use, first of all in the store and in the vision of commercials.

Installed on a very light frame, weighing 40g, the eye tracking sensors allow you to accurately assess where the user is actually looking within his field of view, about 160° horizontally and 70° vertically.

Thanks to a front camera and a microphone, also inserted on the mount, the Tobii Pro Glasses guarantee a live video stream of the experience of use of spaces, information, objects and interfaces. To effectively analyze the shopping experience and the user behavior in a shop

utente che indossa tobii glasses pro

The opportunities that this technology offers the User Experience are enormous, and TSW certainly could not miss the opportunity to insert it stably in his test methodologies with users.

The non-invasive features of this wearable eye tracker combined with the ability to directly observe user behavior allow us to evaluate the interaction of people with:

·    digital systems and interfaces inserted in real contexts – automatic ticket machines, ATMs, distributors

·    information and guidance systems within the shops

·    labels and information in support of the products placed on shelves, corners and exhibition spaces.

How we use Pro Glasses 2 in TSW

With Pro Glasses 2, in TSW we study:

·    the behavior of customers within shops or spaces intended for the use of information and services, such as museums

·    the focus of attention during the shopping experience

·    the efficiency of product placement on the shelves

·    the behavior of groups of users faced with different layouts of shelves

·    the experience related to package of a product.


Thanks to the extreme lightness and ease of use, the wearable eye trackers expand the opportunities to test interaction with mobile devices, such as smartphones and tablets.

In all these cases we are able to perform real-time experience analysis, video analysis of the interaction and extractable eye tracking data:

·    heatmap – What attracted the attention of users when buying a product in a store? what relevant information was not seen?

·    gaze plot – in what sequence did the user look, evaluate and then buy the products on a shelf?

·    areas of interest – which sections of the digital interface or shelf have been seen first? after how long? how many times?


Evaluating and improving the user experience has never been so “real”.


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26 November 2015 Luca Rodighiero

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