Rui Rodrigues is a lecturer at the school of media arts and design (Porto) and Miguel torga institute of higher education (Coimbra). Previously, he was a PhD fellow at fct. He holds a PhD in information and communication in digital platforms (by the University of Porto and Aveiro) and an msc in multimedia communication (by the University of Aveiro). Currently, he is a member of the digimedia research group. An eye tracking enthusiast, his research and development activities cover many aspects of hci, television studies and evaluation & usability studies, with a particular interest in understanding how people perceive, interact and use digital information.