[michaelanckaert]

So basically you're saying the researcher decides the product direction and not the users? feign shocked face

In this case I believe a heat map is a bad way to decide product direction. The amount of clicks don't tell anything about the ease of use, only which UI element receives user attention. If the Pocket feature receives no clicks, it can mean that either users don't find it or they don't want to use it.

Of course, product wise I understand FF might want to push Pocket and increase usage. But the decision about whether or not the UI is suitable shouldn't be gotten from a heat map.

[bovine3dom]

I think a heatmap is a reasonable thing to measure. I just wish UX research was a little more scientific (by for example, coming up with multiple hypotheses and then conducting more experiments to eliminate them).