[ ABOUT / LAB ]

RESEARCH,
NOT IMPRESSIONS.

UX MIND combines experience with digital products and the research facilities of the FIMEYELAB laboratory at the Faculty of Informatics and Management of the University of Hradec Králové. Using eye tracking, user testing and biometric methods, we find out what people actually see, what they don’t understand and where they get lost when making decisions.

The result is not just heatmaps and charts. You get clear conclusions and concrete recommendations for a website, app, campaign or physical space.

CASE STUDIES

MEASUREMENT SYSTEMS

ACADEMIC PUBLICATIONS

DEFENDED DISSERTATIONS

WE MEASURE

Lab and field

The FIMEYELAB laboratory, Faculty of Informatics and Management, UHK.

[ MEASUREMENT IN PRACTICE ]

What we observe during testing.

The eye tracker below the monitor records eye movement sixty times a second. A camera above the monitor captures facial reactions while the respondent completes a specific task on the tested page.

By connecting gaze, behaviour and reactions we find out what the user noticed, what they overlooked and at which point they hesitated while completing the task.

Attention: Which elements the user notices, in what order and what they miss entirely.
Task progress: Where they move smoothly, where they go back and at which step they get stuck.
Reactions: Where activation or mental load rises.

[ HOW IT ALL FITS TOGETHER ]

A university laboratory, at a commercial pace.

The FIMEYELAB laboratory

FIMEYELAB belongs to the University of Hradec Králové. It serves research, teaching and the supervision of master’s and doctoral theses — and in doing so it holds a methodological bar that a commercial operation would not set for itself.

UX MIND

Commercial work in the laboratory always runs through UX MIND. We are the contractual partner with whom you sign the engagement, receive a deadline, a price and a deliverable — and who is accountable for the result.

The link

Jan Petružálek is the head of the FIMEYELAB laboratory and, at the same time, a co-owner of UX MIND. So methodology and execution are not two worlds tossing things to each other over a fence.

In practice, that means one thing for you: you get academic methodology without academic timelines. This is how we measured a careers portal for ŠKODA AUTO, a football club’s campaign and the product pages of e-shops.

[ WHAT WE CAN MEASURE ]

Three layers of user experience.

Visual attention

Eye tracking shows where the user looks, in what order and what they miss entirely. We also find out how quickly they find an important element and how long they pay attention to it.

EYE TRACKING

Emotional response

Skin conductance captures changes in physiological activation and facial analysis captures the facial expression. They help identify the moments that trigger a reaction — but on their own they don’t say why it arose.

GSR + FACIAL EXPRESSION

Mental load

We measure where the interface requires more attention and effort. We reveal the places that slow users down, confuse them or needlessly complicate completing the task.

MENTAL EFFORT

One metric is not enough. That’s why we connect gaze, task progress, reactions and the user’s account. Only their connection shows where the problem arises and what is worth changing.

[ WHAT WE MEASURE WITH ]

Five systems for the lab and the field.

Smart Eye Aurora

desktop eye tracking

Precise gaze tracking when testing websites, apps and other digital interfaces.

Tobii Pro X2-60

desktop eye tracking

A portable eye tracker for on-screen studies and comparing different variants.

Pupil Labs Neon (2×)

mobile eye tracking

Glasses for tracking attention in stores, showrooms, at stadiums or on the shop floor.

iMotions + facial analysis

research software

Connects eye tracking, facial expression and other signals into a single time-synchronised recording.

Shimmer3 GSR

biometrics

Captures changes in skin conductance that indicate the level of physiological activation.

Two sets of mobile glasses let us measure more participants or situations in less time.

A visualisation of the planned layout of the laboratory — separate measurement stations for simultaneous testing.

[ HOW MEASUREMENT WORKS ]

From the question to a concrete recommendation.

Study design

We clarify what you need to find out, who is worth testing and what we will evaluate the result against.

Preparation and measurement

We prepare the tasks, set up the equipment and carry out the measurement in the lab or directly in the field.

Analysis

We connect gaze, behaviour, reactions and participants’ statements. We look for connections, not isolated numbers without context.

Recommendations for practice

You get clear conclusions, priorities and concrete recommendations on what to change.

[ WHAT THE PROTOCOL WATCHES FOR ]

→ correct calibration throughout the measurement
→ participant fatigue
→ the order of tasks, so it doesn’t affect the result
→ a clear and unambiguous brief
→ that the conclusion doesn’t rest on a single metric

As a result, the outcomes are comparable and the recommendations don’t come from chance or a single recording.

[ ACADEMIC BACKGROUND ]

Academic background in numbers.

PUBLICATIONS

academic publications focused on eye tracking and user experience.

EXAMPLE PUBLICATION

Franěk, M., & Petružálek, J. (2025). Perceptual fluency and eye movements when viewing urban and natural scenes. Scientific Reports, 15(1), art. 25772.

RESEARCH AND EDUCATION

2 defended dissertations
Jan Petružálek (2023) — combination of methods for measuring user experience using eye tracking
Denis Šefara (2022) — using attention in the design of business dashboards
8 defended master’s and bachelor’s theses
2 master’s theses, 6 bachelor’s theses

Ongoing work on research topics allows us to validate, compare and develop the methods on various types of briefs.

[ PEOPLE ]

Two partners, a wider research team.

UX MIND is led by two partners. Depending on the scope of the project, the lab leadership and trained operators also take part in the study design, measurement and data processing.

[ PHOTO IN PREPARATION ]

Jan Petružálek

HEAD OF THE FIMEYELAB LABORATORY · CO-OWNER OF UX MIND

Ing. Jan Petružálek, Ph.D.

He designs the research, oversees the course of measurement and is responsible for the analysis and interpretation of data. In his dissertation he focused on combining UX research methods with eye tracking. He publishes in the area of user experience and e-commerce.

LINKEDIN ↗

[ PHOTO IN PREPARATION ]

Lukáš Koula

STRATEGY, WEB AND MARKETING · CO-OWNER OF UX MIND

Mgr. Lukáš Koula

He translates research results into concrete recommendations for websites, e-shops and campaigns. He leads projects, client communication and connects research with business and marketing goals. He is a certified Shoptet Partner and Google Partner.