Eye Tracking in User Experience Design

5

Forms and Surveys

Caroline Jarrett¹ and Jennifer Romano Bergstrom²,    ¹Effortmark, Leighton Buzzard, UK,    ²Fors Marsh Group, Arlington, VA, USA

Abstract

This chapter is an exploration of what eye tracking can tell us about the user experience of forms and surveys. It discusses when eye tracking is appropriate and when it can be misleading. This leads to some tips for what to do when using eye-tracking techniques to test your forms and surveys.

Keywords

cognitive interviews; forms; plain language; questionnaires; surveys; usability

Introduction

Most parts of a web experience are optional. Forms usually are not.

You want to use a web service? Register for it—using a form. You want to buy something on the Internet? Select it, then go through ...