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and download the program, log in to theapplication, and play a song. A Tobii T60 EyeTracker was used or stimuli display.Ater task completion, each participant wasinterviewed. Using a Retrospective ThinkAloud (RTA) protocol, participants wereasked to verbalize their thought processesassisted by images and a playback o thetest session in which gaze data wereoverlaid the homepage and the application.
The results
Although most participants managed to ndthe correct link on the homepage to sign upor a premium subscription, eye trackingdata showed that they did consider severalother options beore making their choice.
One participant trying to fnd the correct link onthe homepage to start the registration process.
Spotiy’s business concept andlong-term survival relies on itsability to recruit and keepmassive numbers o users. In ausability study conducted to secure efcient support or newmember registration onSpotiy’s website, eye trackinguncovered several barrierswithin the subscription andpayment processes. Eyetracking also showed that manyusers had difculties getting started with the application andpointed out easy-to-rectiyreasons. The study used a TobiiT60 Eye Tracker and Tobii Studioto collect and analyze gaze data.Key questions asked
The purpose o the study was to evaluateusability o the homepage and the Spotiyapplication. The key questions Spotiywanted answered were:
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Is the design o the homepage clearenough to guide users in the process osubscribing to the Spotiy Premiumservice?
•
Dene usability problems linked to thesubscription and payment process on theSpotiy site.
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Describe users’ perception o using theapplication or the rst time.
The study
Spotiy provides an innovative music servicewhere users can download an applicationthat allows them to legally access a largemusic library online and listen to the musicon their local computer. The service caneither be used as a ree service, whichmeans that short commercial messages areplayed at a regular interval between songs,or as a subscription where users can listento music without commercial interruptions.One part o the study ocused on thesubscription and payment processes. To getusers to register or the subscription service,the link to the registration process must beeasy to nd on the homepage. In addition,both the registration and the paymentprocess must be as quick and simple aspossible to avoid drop outs. The secondpart evaluated usability o the actualapplication.24 participants with no prior experience oSpotiy were recruited or the study to refectthe perspective o a rst time user.Presenting the website and application toeach participant, they were assigned severaltasks, i.e. register or a monthly membership
“Eye tracking provides better data than just asking participants why they behave in a certain way, since what they say does not alwaysmatch their actual reactions and thoughts. Eye tracking lets you monitor what they see or don’t see.” 
Aeas Mattss, VP Eee at SptfLEAding EyE TrAcking TEchnoLogy
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EYE TRACKING RESEARCH
Usability testing
One o the participants together with the mode-rator in ront o the Tobii T60 Eye Tracker.
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