Thinking
Ideas, observations and practical lessons from twenty-five years of improving digital, physical and AI-assisted experiences.
This is where FabUX publishes the thinking behind the work: how people make decisions, where experiences lose clarity, and what careful observation can reveal before important decisions are made.
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Eye tracking is one of the strongest tools I have used for understanding real behaviour. Not because it produces more data, but because it exposes assumptions, hesitation and moments of confusion that are easy to miss.
Explore eye tracking