Skip to content

🖥 Design & UX / UI


The mobile-first revolution has already passed. Now it is time to act like it. This page outlines the possibility of a true online, remote and mobile-first research method.

"There are really two things that have to occur in order for a new technology to be affordable to the mass market. One is you need economies of scale. The other is you need to iterate on the design. You need to go through a few versions." (Elon Musk).

Current Stage

  • If you want to conduct intangible research of design, you do it in-person
  • Hardware is clumsy, expensive and often requires professional handling
  • As external hardware is required, both mobility, availability and scaleability is poor
  • Online solutions does not have good enough accuracy nor precision metrics
  • Precision will decline depending on the length of the session as calibration weakens
  • Quantitative approach is not accurate enough, qualitative approach is too expensive
  • No native eye tracking research methods for smartphones and tablets

Desired Stage

  • Be able to investigate online user experience 100% from remote
  • Expand reach of surveyed audience while keeping down the costs
  • Capture attention in a user-friendly, mobile-first and native "at-home"-environment
  • Be in total control of ordering and organizing flow of presented content to online panels
  • Own, control and design the research environment of the surveyed users
  • Attain high enough precision on regular devices to adequately validate, suggest and decide
  • Record all kinds of formats and types of content, not just static pictures
  • Present dynamic interactions alongside the research, e.g. videos, GIFs, emojis, memojis, etc.


  • Conduct UX/UI and consumer behavior research through common iOS-devices
  • Quantify online research with impartial data and remote scaleability
  • Let surveyed users download an app, then activate an invitation link that redirects to a nonpublic subpage at www.YourCompany.whatever to review and interact with content
  • Maintain optimal eye tracking conditions throughout the entire session as you can decide on the number of 10-12 sec calibrations wedged in between given research objects
  • Get traditional "heatmap" overlay as well as .mov and .csv-files, combined or separately

Does it make sense that we carry out the learning of our users' behavior on different platforms than the very platforms that our users use the most? No. Of. Course. Not. If your users use your digital product regularly on their smartphone or tablet, the research of these user experiences and user interfaces should be rooted in a native environment on those very same terms; their smartphone and tablets.

A good designer listens to the ones that the design is meant for. A brilliant designer listens through the medium that the final design is build within.

Most digital design will, at some point in time if not always and constantly, be experienced through mobile devices. The mobile-first revolution has already passed. Now it is time to act like it, also from a design perspective — and yes, that includes how you handle all the important pre-launch-decisions as well as how you enhance current digital performance and user experience. But hey!? That is easier said than done — what tool should I use to conduct research on mobile devices? Well... how about a common mobile device where eye tracking works with the existing cameras and sensors?


How do you measure design success?

This is a tough one to answer but nevertheless a vital one to ask. And let us be honest. Currently, the design is finalized on a cocktail of gut feeling, approval from biased colleagues, a few A/B-split-tests, and whatever inspiration can be found on Dribble. Chances are that the measurement of design success are likely a combination of metrics such as:

  • NPS-score
  • Up-sell and renewal of deals
  • Monthly/annual commitment
  • Churn rate
  • TTFV
  • Average time spend
  • Dribble rate
  • ...What else?

... but even with those measurements, it is almost impossible to draw a direct line between design decisions and commercial success (unless nothing else has changed for a specific amount of time, e.g. marketing spend, sales efficiency, strategy, pricing, testimonials, etc).


If a designer can become better at controlling users' behavior, derived as a result of fast, convenient, impartial and quantified understanding, the company will undeniably have better ammunition in the fierce battlefield of new customers. It is about making design decisions as binary as possible. If you are not interested in what your potential customers will say, do and look at, your product will not be as interesting as it could have been. Money is left on the table, so go flip the table and natively track user behavior through the very medium that your users use. Just imagine the commercial gain of being able to acquire real-time analytics of user behavior without the need of expensive and additional hardware. You could instantly validate questions such as:

  • Have we validated that the CTA should be placed here or not there?
  • Do we even know if this catches the attention of women?
  • What happens if we delete this? Add that? Move them?
  • Why do prospects not turn into leads during our lead forms?
  • How can I quantify my decision making process for management?
  • If we use this color instead, do people interpret it differently?
  • Are we responsive and mobile-friendly?

It is about moving fast and be OK with breaking things. However, it would be ideal if you could continue to move fast, just without the 'breaking things'-part.

Ensure tolerance of accuracy

As with every eye tracking software, the gaze precision will gradually decline dependent on the time since last calibration. As such, this framework makes it possible to embed an unlimited amount of calibration screens between the objects surveyed. This will ensure optimal conditions throughout the entire session and can, hypothetically speaking, lasts for an eternity without compromising the tolerance of accuracy of gaze tracking. If margin of error deviates, another calibration screen will appear. Simple as that.


The above illustration depicts how an online research can be conducted with tracking of attention simultaneously as a user is looking at whatever content presented. With an overlay application which the surveyed users download, acceptance of privacy policy calibration screens are already embedded ensuring proper conditions throughout the session, while the activation of the forwarded invitation links redirects to a non-public subpage at the company's website where a new design is about to be explored. In other words, you can capture attention on all kinds of content for at long as it is needed in a surveyed environment that you create, own and control. It is as simple as this:

  1. Forward a link to surveyed users
  2. Surveyed users download a free application
  3. As the download link is project-based, surveyed users are automatically redirected to the specific research which operates on a www-address that you decide
  4. Calibration is automatically embedded and enforced to ensure proper accuracy
  5. Capture all content formats and get .mov and .csv-files with heatmap-overlay

Besides the possibility of tracking the eyes' fixation and motility, the minimal friction of hardware, as operated from common iOS-devices, also makes it possible to have a remote, inexpensive, native, scalable and impartial way of understanding intangible design, prototypes, MVPs, UX and UI. But hold you horses! As covered inTangible research, attention tracking can also determine age intervals as well as to help identify how digital products are being used. This could, for instance, be determining how many eyeballs are "within the same screen", what is the preferred tilted angle of the device, position of head and its movements, screen distance, pupillary arouse to specific illustrations, clenched eyes, ratio of eyelid blinks, etc. Some other value-adds are mentioned in Online Vision Tests.

Having more ideas that you want to explore? Feel free to Get in contact to establish clarity.