Human-Computer-Interaction-Lab

Website optimisation with eye tracking

Since 2023, the Rothenburg campus has had a Human-Computer Interaction Lab, or HCI Lab for short. An eye-tracking system from the Swedish company Tobii offers companies the opportunity to use state-of-the-art technology for their projects. The eye-tracking system records and analyses a person's gaze and eye movements, providing valuable insights into visual perception and the underlying cognitive processes.

This results in a wide range of possible applications for the optimisation of websites: Which parts of the website attract the most or least attention? Which elements on a product page arouse interest and which information is decisive for the purchase decision? Effectiveness of advertising campaigns - is information better conveyed via text or video?

Extension of the eye-tracking system

In addition to the stationary eye-tracking system in the HCI Lab, the Tobii Pro Glasses 3 are now also available thanks to the sponsoring organisation. These mobile eye-tracking glasses enable investigations in real environments - from analysing visual perception in production halls and navigation studies in unfamiliar buildings to researching purchasing decisions in supermarkets. This significantly expands the possible applications of eye-tracking technology at the Rothenburg campus.

Social robots

Social robots use artificial intelligence technologies to interact with people via speech and facial expressions. Campus Rothenburg is researching the acceptance and benefits of social robots in fields such as tourism and stationary retail in Rothenburg. In cooperation with the Rothenburg Tourism Service, for example, it is investigating how social robots can be used in tourism to recommend activities and places of interest.

Are you interested in the potential applications of the HCI Lab? Then please get in touch with us!

You can find more information about research at the Rothenburg Campus in the field of social robotics here.