How people process information provides fundamental knowledge about how their thoughts and perceptions are formed. As such, investigating information processing behavior serves as foundational research not only in neuroscience but also in behavioral studies such as those involved in user experience design. Eye tracking is an advanced technique for investigating information processing behavior. By recording the location and timing of people’s gazes on objects unobtrusively and continuously, eye tracking has become a gold standard for measuring cognition. As such, eye tracking has wide-ranging research and practical applications across many industries. In UXDM lab we use eye tracking in three major research programs: ​

• Designing effective human-technology interactions and associated user experiences (e.g., dashboards, smartphone applications, human-robot interfaces) to support human agents and decision makers.​
• Developing smart neuro information systems (NeuroIS) to support decision makers in real-time.
• Developing eye tracking biomarkers in medical applications (e.g., in detecting pain or depression).

In today’s crowded markets consumers continually demand for innovation, and they will accept nothing less than an outstanding user experience (UX). The continual demand for innovative digital products and services places UX as a major driver of business strategy for market competition. The UX Driven Innovation (UXDI) framework addresses this market need by focusing on UX-centered design through an innovation lens to address the rapidly growing market demand for innovation. This framework combines the top-down scientific hypothesis driven approach with the bottom–up generative research approach that creates business value. By combining information from various sources and through an iterative process, this framework uses the UX innovation design space to explore, identify, and define opportunities for developing novel digital technologies. ​In UXDM lab we use the UXDI framework to conduct research and to provide education and training for a competitive workforce through UX courses, workshops, and seminars.