The value of evaluation is often obscured by negative influences of doubt that are rooted in the
potentially subjective nature of evaluator recommendations (Law, van Schaik & Roto 2012).
Also, UX is a theoretical concept that is difficult to operationalise in a way that prescribes what
exactly should be measured when evaluating it (Law et al. 2012). An evaluation method that
relies clearly on factual information may thus be of great value. UX and usability evaluation
through eye tracking is one approach that endeavours to provide objective data about user
interaction behaviour that, if analysed accurately and appropriately, could provide convincing
evidence and design recommendations (Djamasbi 2014). Designers can however still discard
these results as inaccurate or prone to evaluator bias if they are strongly committed to their
design ideas.