Laura Sharman 12 June 2015

Eye tracking technology helps council redesign website

A council has used eye tracking technology to help redesign its website.

City of York Council redesigned their new website to help meet the demand for people to access digital services on mobile and touch devices.

As well as engaging with users through design workshops and feedback sessions, the council also used eye tracking technology from Jadu to provide data on how pages, content and tasks were organised and what areas of the design users were most attracted to.

‘Our residents have told us what was needed from their perspective and have helped us design and build a solution for York. As a result, we think they’ll find the new site both looks much smarter and clearer and is easier to read and use,’ said Pauline Stuchfield, the council’s assistant director in customer & business support services.

‘But this is really just the start and some big improvements are to follow over the coming year which we’re very excited about and which will make it much easier and quicker for our customers to do business with us.’

Matt Culpin, creative director at Jadu SPACECRAFT Agency added the eye tracking technology provided the team with qualitative data on how users interact visually and emotionally to content and tasks.

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