Location: 2034 Farmer School of Business

Traditionally, designers and marketers had to rely on crude methods to discern how consumers viewed material, interacted with tools, or played games. However, a toolset has emerged which allows designers and marketers to track the gaze of their users. This eye-tracking hardware and usability software is state-of-the-art. In the Usability Lab, students and faculty collaborate to track gaze on a variety of hardware configurations including traditional desktop computers, tablets and mobile devices. The Usability Lab even contains advanced eye-tracking glasses which allow us to monitor what users look at as they move through physical spaces.

Specifically, the lab features the following industry-standard usability software and software:

• Morae User Testing and Market Research Software
• Tobii Eye-tracking Monitors
• Lyris HQ Web Analytics Software

CRUX

The Usability Lab is also the primary research facility for the Center of Research in User Experience (CRUX). CRUX partners with real-world clients to help them better understand how their users experience and encounter their company and brand in digital media spaces. CRUX leverages faculty who are experts in the fields of marketing, technical writing, cross-cultural communications and design. These experts are trained in a wide range of usability methodologies.

In addition, CRUX has focus group facilities for moderated discussions and evaluation rooms where clients can watch users interact with their products. With the portable usability lab option, CRUX can even travel to visitors to evaluate their experiences where they work or live. This array of technologies and facilities allows CRUX faculty and students to generate a variety of report formats/types, including usability, task analysis, video highlights, and eye-tracking.