How eye tracking developed our new forms - XFP team respond

Following the eye tracking session we did with Spacecraft Digital's team, James Manley (Jadu XFP Engineer) reveals the changes to our new forms...

I recently spent an afternoon working with Spacecraft Digital’s very own eye tracking expert, Karishma, testing an early iteration of our Jadu XFP New Form Builder. We gathered a number of colleagues at Jadu to complete three set tasks whilst being analysed by an eye tracking device, and then asked them for feedback on their experience.

This was the first time we’ve used eye tracking for new product features in-house - its use up until now has been solely for optimising the user journeys of our customers’ front-end websites. However, as the new Form Builder is essentially a complete overhaul of the user journey for creating forms, it seemed a really good idea to get some first feedback on our concepts.

Karishma has already summarised her findings in a previous blog post, but we also received a separate report just like any other eye tracking customer. It was immediately clear that this time was worth investing, as some of the feedback and suggestions we received were for things we’d not considered in the original design.

To me, eye tracking is particularly good at highlighting points in a user journey where users struggle, or get frustrated. Unfortunately, the version of Form Builder we were using was only half-way styled, and this therefore led to some key buttons and text being overlooked, which caused some unnecessary confusion. Some functionality was also not made obvious enough - for example, no-one managed to set the title of a page template without some guidance.

Having an exercise in eye tracking this early on in the process has meant we’ve been able to revisit the problematic areas and improve them before they frustrate our real-world users. We’ve used the feedback to add emphasis to key functionality our colleagues’ eyes had previously skated over. We’ve re-thought aspects of the user journey that people struggled with. And we’ve made adding a title to a Page Template much, much easier!

Add Page Template 

We’ve changed the ‘Add Page Template’ button to make it more intuitive. Before, clicking the blue button opened a popup, where an existing template could be selected. If no template was chosen, the user was taken to the template designer to create a new one. Now, the button opens a menu with clear options.

New Page Template

Providing a title is now the first action when creating a new Page Template.

 Form Structure

The link to return back to the form structure is now more obvious, as users struggled to find it during eye tracking.

Page Templates 

Page Templates are now added to the form automatically when they’re created, and highlighted for a short time on returning to the Form Builder.

The major positive we’ve taken from the eye tracking exercise is that everyone found the third task fairly simple. This was because they had used the Form Builder for a few minutes by this point. It seems that once someone has created their first form and page, they felt confident using the software.

Due to the success and benefits we’ve already gained from our first eye tracking session, we’re aiming to fit a second session in once we’ve added a few more features. Hopefully it will demonstrate that the changes we’ve made based on the report have led to a much more intuitive set of user journeys.

The first version of the new Form Builder will be ready for testing in November and we’ll be inviting a number of our customers to trial it before it goes live. We’re committed to making our products the best they can be, and that feedback from our users is invaluable.

To discuss what eye-tracking can achieve for your website, please contact our partner agency Spacecraft Digital with an email to


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