From the lab

Notes on attention, and the UX of vision.

Eye Tracking vs AI Heatmaps: Which Should You Use?

Eye tracking costs $15K+ per study. AI heatmaps are free and instant. Here's when each method wins — and how to combine them for the best results.

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Select a frame, get a predicted heatmap and four scores in seconds — attention data inside Figma, before a line of code exists.

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Server scans can't see behind logins, carts, or staging. The Chrome extension captures your browser — with a live overlay as you scroll.

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In 50 milliseconds, users decide what to look at — and what to ignore. Visual hierarchy is the invisible structure that controls that decision.

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Most teams place CTAs by convention. But more views doesn't mean more clicks. How to use attention data to find the position that converts.

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The fold isn't dead — but the way most teams think about it is. What actually belongs in the first screen, and what doesn't.

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The map itself isn't the insight — knowing how to read one is. The skill that turns colors into conversions.

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Two scanning patterns dominate UX literature — and most designers apply the wrong one to the wrong page.

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The invisible path a user takes through your page. Understanding it changes how you design, write, and optimize everything.

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