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”
 Adding eye tracking to our research projects allows us to provideour clients with deeper insights into how users respond to their website or application. In turn, we are able to provide more precisedesign recommendations to assist our clients and help our owndesigners to create more effective interfaces.
”
 Pt Hhs, F & Pcpl Csltt
, Cl Goup
 
Leading eye TraCking TeCHnoLogy
©TOBII
®
. All other trademarks are the property o their respective owners.
 Ubl g
eye traCkinG researCh
t pupo
Despite the broad relevance and signi-cance o the riends list, dierent socialnetworking sites oer very dierent versionso this design element. Catalyst Groupwanted to evaluate the most eective displayactor or this type o inormation. Twoprototypes were created inspired by the twoleading social networking sites, Facebookand LinkedIn.
M “Wb 2.0” d oclwog  povd bl o cocoug ou xgwo w popl ou ld ow o wo g o ow. a  ul,  pgcog  l od o coco  cucl p  ug o  .Cl Goup coducd  cg ud o comp ubl o  lou owo popul ‘d l’.t dmd  o o dg w cll mocv o cculccomplg wog gol.
 job titles rom each other, easily nd theinormation they needed to look at given theparticular task. In the 3-Column Layout,participants were overwhelmed by theamount o inormation displayed, that made itdicult to ocus on the inormation theyneeded to complete the task.
Visualizations rom two o the participants study-ing the1-Column Layout. All users scanned theinormation vertically. While there were occa-sional glances at pictures or names (dependingon the assigned task) users ollowed the samegeneral pattern o reading down the page as they scrolled.Heat map visualizations. Let: The 1-ColumnLayout. Right: The 3-Column Layout 
t 
To mimic the act o scanning a list orsomeone you recognize without knowingspecically who they are, two ‘real world’tasks were created; a Name RecognitionTask and a Title /Description RecognitionTask (searching or a design proessional).
t ul
Overall, the Facebook-inspired / 1-ColumnLayout was a much more eective andenjoyable way o presenting the testedinormation. This preerence was clearlyarticulated by users during the RTA (retro-spective think aloud) sessions, and sup-ported by the eye tracking data. It was easyto read the single column o names straightdown during the Name Recognition Task,and users were able to ignore the adjacentcolumn containing inormation irrelevant tothe current task. Similarly, users scannedvertically down the title/description columnwhen searching or a design proessional towork with. In the 1-Column Layout, partici-pants could segregate names, pictures, and
Let: 1-Column (Facebook-inspired) Layout Right: 3-Column (LinkedIn-inspired) Layout 
Eye tracking data also revealed that virtuallyall participants scanned the 1-ColumnLayout the same way and there was very littlehesitation or exploration at the start o thetask. Users were able to dive right intoscanning without having to experiment withdierent scanning strategies (a phenom-enon observed with the 3-Column Layout).
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