Eye Tracking the UX – Refresher Workshop in Sydney


eye-tracking-the-ux-01-1Objective Eye Tracking is hosting a refresher workshop in Sydney on the 3rd of November at the University of New South Wales Business School, Room 130, Level 1.

Eye tracking guru, Dan Sorvik, explains how to get the most out of your Tobii eye tracker. He will cover:

  • Why bother with eye tracking
  • Considerations and pitfalls of eye tracking projects
  • How to make sure everything works on testing day – Set up and risk mitigation
  • Eye behaviours associated with UX issues
  • Case studies from successful projects
  • Analysis and report writing tips
  • Key points for selling eye tracking consulting as part of your UX business
  • Where is eye tracking headed: Autonomous eye tracking

You will also be given the chance to share experiences and ask those burning questions which will make you successful in the future.


What did we learn at the Innovation Labs World?

On 27 September 2016, we attended Innovation Labs World in Singapore as an exhibitor, displaying Tobii eye tracking equipment and our research consultancy services, engaging with the public sector. Indeed, there was copious amount of interest in eye tracking from the various government agencies – thanks to GovTech’s Government Digital Services Hive UX Lab where they use a Tobii Pro X2-30 screen-based eye tracker for their UX research!


But this event was more than just about showcasing the equipment. It gave us a glimpse into the future that beheld Singapore’s design, technology and IT sector for public service innovation.

Po29936699781_2e335d0ae1_klitical momentum has triggered the creation of new innovation labs, smart city units and digital services. Various representatives from Singapore’s Smart Nation strategy to India’s drive for 100 Smart Cities, and from Australia’s Digital Transformation Office to Makassar’s “War Room” were present at Innovation Labs World. GovTech, the newly formed agency aiming to build deep tech capabilities in the Singapore Government and to drive its digitalisation efforts was also present at this event.

Using tech and the harnessing of data to engage citizens, build better environments and the development of health and innovation policies were some case studies put forth by experts around the world.

We’re really excited that we were part of this and for the future going forth.



Our favourite read: Eye Tracking the User Experience: A Practical Guide to Research by Aga Bojko

Among all the books that discuss about eye-tracking and user experience, our personal favourite has to be:


Eye Tracking the User Experience

A Practical Guide to Research

By Aga Bojko

As you might have expected, this book will teach readers how to do eye-tracking studies the right way, choosing the right device, analysing and presenting the right way, and so on and so forth…..Yes, it virtually covers every aspect of what you need to know and consider before adding eye-tracking to your research toolkit.

Richly illustrated and clearly witten, this book stands apart from similar books in that it presents information in an approachable and accessible way. Despite all the technical bits, reading it certainly did not give us the feelings of reading a textbook!


However, the main reason why we like this book is the main theme that runs throughout the book: “Think first, Track later”. Aga Bokjo advocates that eye-tracking will not always be the most appropriate research methodology, unless the data it generates can be used to answer particular research objectives. Check out an excerpt for the book here.

By being brutally honest about the real benefits and limitations of eye-tracking, this book offers a refreshing take on the controversial research method. Coming from a background that blends rigorous academic research with an abundance of UX industry experience, Aga Bokjo gives us “actionable insights” and guidance to adopting (or not) the eye-tracking research methodology. Because of the scientific rigour that Aga Bokjo tries to instill in readers, this book appeals not only to the UX industry, but to the academic world as well.

Do you want to find out how eye tracking can help your research? Do drop by Objective Experience and pick up a copy of the book. Alternatively drop us an email at info@objectiveexperience.com for a knowledge sharing session.

Eye Tracking the Future – Mixed Reality

Following our previous blog post on the Virtual Reality, we are taking a step ahead to explore Mixed Reality (MR, sometimes also known as Hybrid Reality).

What is Mixed Reality (MR)?

Essentially, MR refers to the merging of both real and virtual reality to create an environment which enables physical and virtual objects to co-exist and interact in real time. Traditional MR has been the main driver for Simulation-based Learning (s-learning), whereby it is used to train apprentices in technical domain, often involving high real-world risk, such as medical procedures, pilot training and military training. MR allows substantial replication of certain aspects of the real world, thus providing a safe, yet realistic, environment to acquire the necessary skills that would be otherwise difficult to acquire in real world settings. If by any chance that you are confused by what is VR, AR (Augmented Reality) & MR, click here (or here) to untangle yourself from the technology jargons.

Current state and the future of MR

Thanks to the publicity and accessibility of current VR technology (notably cheaper and lighter VR Head Mounted Display (HMD) such as the Oculus Rift), MR has been gaining more public attention, as it can provide a more realistic immersive virtual environment than just VR alone. Building on the advantage of using MR in skills learning and findings from scientific research, technology companies has been building “mixed reality classroom” systems (see this article also) to penetrate the rapidly growing EdTech market. Other than learning, MR would also inevitably be the next big platform in the video-gaming industry, which was projected to be the largest market for MR in the next 10 years by Goldman Sachs. The more interesting potential for MR actually lies in the workplace setting, in which Microsoft and Object Theory are working together to build an MR system with the HoloLens for business-related remote collaboration. This not only marks the start of a new form of communication, but also a new form of workplace in the future.

Eye Tracking & MR

Eye tracking is one of the most important research tool that is used in researching driving behaviours and identifying potential hazards that would affect driving safety. Coupled with driving simulators, an eye tracking study can help to study driving behaviours (e.g., visual scan patterns, hazard perception) in risky situations which are impossible to assess safely in real world driving study. Eye tracking in driving simulator studies can also be used as an objective form of comparison with real world driving, enabling designers and engineers of the simulator system to assess whether the driving in the particular simulator indeed resembles real world driving, and whether simulator training indeed translates to real world benefits.

Likewise, eyetracking can be incorporated into other forms of MR simulators easily to help study human behaviours in other potentially hazardous situations. Below are some other examples where eye tracking is used in simulators for various other domains.

Pilot Training Simulator

Flight Control Simulator

Retail Environment Simulator

With the advent of new MR technology and systems, eye tracking can be a powerful tool that can be easily incorporated not just for scientific and market research but also to offer insights into system improvements for better experience.

As you may have known from reading the articles in our blog, eye tracking can be used in a wide variety of research. Check out Tobii Pro’s youtube channel, or continue reading our articles on this blog for more ways you can put your eye-trackers to good use!

If you are interested in how eye tracking can help you and your business, drop us a line at infosg@objectiveexperience.com or +65 67374511. The Future is Now.


Designing for universal accessibility – Colour Blindness

Ever wonder whether your website or app is accessible to those who are colour blind? No? Then most probably it isn’t.

Colours are one of the most fundamental design elements that every designer relies on. From colour theory to colour psychology, most designers make use of colours to create the biggest impact on their website or app based on how colour affects user’s attitudes and behaviours. However, many do not consider the fact that approximately 8% of men and 0.5% of women are affected by some form of colour-blindness. That would mean an 8% loss of conversion rate if your website or app is not accessible to them!

People that have colour blindness see the world a little bit differently than the majority of us – they do not have the ability to perceive the differences between some of the colours that we normal people can distinguish. That said, most people with colour-blindness are not as “blind” as the term would suggest. People with complete colour blindness (monochromacy or achromatopsia), who can only see the world in shades of grey, are exceedingly rare.

The most common type of colour-blindness is dichromacy in which dichromats have only two cone photopigments, compared to the rest of us which have three. It means that normally most of us can distinguish colours based on a mixture of the three primary colours, while dichromats can only rely on two colours. The picture below shows the 3 subtypes of dichromacy.

It is important to note that red/green colour blindness is the most common (notice that colours look very similar for both deuteranope and protanope). People with red/green blindness have troubles distinguishing reds, greens and yellows of similar values, hence they might not be able to make out words or images in these colours with low value contrast.

So how does the knowledge of how colour-blindness affects users inform design considerations for this group of people. Here’s the main concepts that you need to know:

  • Don’t rely on colours to convey important information

original mrt.PNG     red green blindness mrt.PNG

Since people with colour-blindness have difficulties distinguishing between colours, they would also have trouble making out information that is conveyed based on comparison between colours. A very salient example would be that of the Singapore MRT map (above left) which have their different routes colour-coded. Now if you are suffering from red/green blindness, you will see something like the right picture above.

Someone with colour-blindness might still learn to read the MRT map after a while, but just imagine the amount of cognitive effort they have to make! Based on psychology and UX principles, cognitive strain can create negative feelings and kill conversion rate.

Colours should never be the sole or primary means of communicating information. It may be more appropriate to provide additional means (e.g., patterns, symbols, text) of obtaining the same information conveyed by colours, especially if the information is going to be important.

  • If you really need to use colours to convey important information, increase contrasts between colours to increase visual accessibility

This article outlines various ways to ensure maximize contrasts in order to ensure accessibility for people with colour-blindness. In general, the advice is to use colours with sufficient hue, value (lightness), and chroma (colour purity) contrasts to ensure all essential elements are visually distinguishable and readable.

The easiest way is to lighten light colours and darken dark colours. If not, staying away from reds and greens might be helpful, since red/green blindness are the most common.


  • Use a Colour Blindness Simulator to see how your webpage or app looks in the perspective of people with colour blindness

Design Thinking is all about empathy. Without first putting yourself in other people shoes, you will not understand how differently others are perceiving the world as you do. Using a Colour Blindness Simulator like Coblis is the closest way you can experience how your website or app appears to people with colour-blindness.

Ultimately, listening to your users is still the key. Having the goal to design for accessibility is good, but you will never be sure whether you are doing it in a way that will affect the user experience for your main target audience. Using an eye-tracker like the Tobii Pro X2-60 is a powerful method to get feedbacks from both your main target users and users with colour blindness. By analyzing the differences in the way both population are looking at your website or app, we can then use a design that works for both population so that we can maximize conversion rate.

Keep accessibility in mind and we can help those with disadvantages navigate the world easier with design thinking. Let’s design for everyone and make the world a better place to live in for all!


Autonomous Eye Tracking: An Objective Observation Research Method

News Flash (March 2016): We are excited to announce Google‘s case study about our recent TV research with Ipsos.  https://www.thinkwithgoogle.com/infographics/are-people-watching-my-tv-ads-australian-advertising-in-skippable-world.html

Have you ever wanted an unobtrusive, un-moderated and objective method of conducting an ethnographic or contextual inquiry research? Especially in private settings like in people’s homes, Autonomous Eye Tracking research method is very powerful.

At Objective Experience in Sydney, a ground-breaking project brought us inside the home, with first-person video recordings plus simultaneous 50Hz gaze tracking. Over 100 people brought home a pair of eye tracking glasses (Tobii Pro Glasses 2), calibrated and recorded what they did around the home by themselves.


The qualitative insights garnered from this study was unparalleled in terms of recording and observing natural behaviour. The traditional observation study usually requires a researcher to be stationed within the subjects’ homes/environment observing, which adds an amount of pressure and bias on the subject. Autonomous eye tracking removes that element of bias and is still able to accurately record what the subject does and look at.

Would you like to try out autonomous eye tracking on your customers? Drop an email to Luke Goh at lukegoh@objectiveexperience.com to know more.