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Applying Eye Tracking for Usability Evaluations of E-Commerce sites

Applying Eye Tracking for Usability Evaluations of E-Commerce sites. Ekaterini Tzanidou, Shailey Minocha, Marian Petre Department of Computing, The Open University, Walton Hall, Milton Keynes MK7 6AA, UK Phone: +44(0)1908 659548 Email: { e.tzanidou,s.minocha,m.petre } @open.ac.uk.

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Applying Eye Tracking for Usability Evaluations of E-Commerce sites

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  1. Applying Eye Tracking for Usability Evaluations of E-Commerce sites Ekaterini Tzanidou, Shailey Minocha, Marian Petre Department of Computing, The Open University, Walton Hall, Milton Keynes MK7 6AA, UK Phone: +44(0)1908 659548 Email: {e.tzanidou,s.minocha,m.petre} @open.ac.uk

  2. Outline of presentation • Background • Outline of research • Research goals • Examples of studies • Specific areas of interest Eye tracking Workshop-HCI2005

  3. Background • Eye tracking in HCI • a real-time input device in user-system interaction • for analysing the usability of human-computer interfaces Jacob and Karn (2003) Eye tracking Workshop-HCI2005

  4. Outline of Research • Use of eye tracking • for usability evaluation of e-commerce web sites (e-tailing & e-travel) • Focus • on the relationship between users’ expectations, preferences and visual search behaviour • Method • Eye tracking combined with conventional techniques such as background Qs and pre- and post-session interviews Eye tracking Workshop-HCI2005

  5. Research Goals • Primary goal • Investigate how users’ previous experiences with e-commerce sites and their preferences and expectations influence visual search strategies • Expected outcomes • Revisit existing web design guidelines • Provide empirical grounded evidence • Explore detailed user behaviour such as visual search strategies Eye tracking Workshop-HCI2005

  6. Outline of studies • Study 1- homepage study To explore the relationship between user’s scanning behaviour and the ability to identify the brand and services on a home page. • Study 2 – user adaptability study To examine how quickly users adapt to familiar and unfamiliar design layouts • Study 3 – text/image – based study To explore the effect of the presence or absence of text/ images on homepages of e-travel sites • Study 4 – shopping cart study To explore the effect of the presentation format (icon or a textual link) the shopping cart. • Study 5 - colour combination study To investigate the effect of optimal combination of text and background colour of e-commerce homepages for visual search behaviour. Eye tracking Workshop-HCI2005

  7. Areas of interest for further discussion • A need to ensure common understanding of the use of terms and definitions related to eye tracking • A question of whether quantitative or qualitative scan path analysis of eye movement data is more effective • A need to incorporate the influence of peripheral vision when interpreting eye movement data Eye tracking Workshop-HCI2005

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