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Hegle Sarapuu-Johanson

Head of Innovation at Trinidad Wiseman OÜ

Hegle is one of the first UX specialists in Estonia. At our seminar, she will talk about the exciting new topic of Neuro-UX and how to make design decisions on brainwaves.


How to make design decisions based on brain waves


Eye Tracking in Formative Usability Testing (2h)

  • November 24, 2022 at 10:00
  • Tallinn University, Narva mnt. 27 - V-102

The purpose of formative testing is to eliminate usability problems in user interfaces. Eye tracking helps to understand users’ visual attention while using the prototype or product. Considering the attention to products’ use allows designers to avoid usability problems that may otherwise go unnoticed. Eye tracking is a novel technology.


  • Types of eye trackers. Advantages vs costs/benefits
  • Tobii Glasses hands-on demo: mobile app testing as group work
    • setup – Tobii glasses controller software
    • data collection
    • preparation for analyses
  • Qualitative analysis of eye-tracking data
    • ELAN annotation tool (free tool)
    • Making conclusions upon results

About this Workshop
The workshop is meant mainly for UI and UX designers. It may be useful for decision-makers of software-developing companies who are responsible for design processes. Eye tracking and the same methods of analysis are often used in the field of (neuro)marketing, however, this workshop focuses on usability issues.

Learning Outcome

  • Understanding the benefits and limitations of eye tracking
  • Having practical experience with Tobii Glasses
  • Knowing the basics of related qualitative analysis.

Workshop length: 2 hours.

Maximum participants at the workshop – 12.

Participants need computers + install the ELAN annotation tool.

Workshop by Hegle Sarapuu-Johanson and Mati Mõttus




5 €€

6.1€ with VAT