Abstract
Expertise research studies show that experts more effectively allocate their attentional resources and exhibit distinct gaze behaviour. This study aims to investigate the effect of design expertise on gaze behaviour during the product-design evaluation process and, consequently, self-reported evaluations indicating different aspects of perceived design quality. We recruited a sample of participants with three levels of expertise (experts, quasi-experts, novices). The results provided partial support for the hypothesized classical expert gaze behaviour (i.e. fewer fixations of longer durations) identified by previous researchers in non-design fields. The distinct gaze pattern in experts was observed when multiple designs were presented simultaneously. Regarding evaluation outcomes, we found statistically non-significant differences in the design ratings and rankings reported by the three expertise groups. Altogether, the findings provide empirical evidence for the impact of design expertise on visual exploration and design judgement. This study provides valuable insight into the appropriateness of crowdsourced design evaluation.
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