Usability Evaluation using Eye-Tracking on E-Commerce and Education Domains

Rafiat Oyekunle,Abdullateef Balogun,Olaiyiwola Bello,Quincy Jubril,Ismaheel Sikiru

doi:10.48185/jitc.v1i1.43

Rafiat Oyekunle, Abdullateef Balogun + Show 3 more

Open Access

https://doi.org/10.48185/jitc.v1i1.43

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Abstract

The rapid consumption of content on the web and the creation of online businesses and educational platforms require improved usability for the user. It also calls for concerted effort to understand users' interactions with these digital products and services. This study was carried out to investigate the search and scan patterns employed by users interacting with the selected web interface from the e-commerce and education domains and also to establish the possibility of a localized interface design patterns in Nigeria. Usability evaluation was conducted using OGAMA software as an eye-tracking tool, to record as well as to analyze eye and mouse tracking data from slideshow eye-tracking experiments concurrently. During the evaluation period, fixation count, fixation length and saccade length of each website were taken into the consideration. Findings revealed that educational based site delivers users’ need than that of e-commerce due to less level of distraction as a result of fewer images and pictures. The study recommends that interface designs should be void of the display of excessive ad contents and include proper formatting of navigation items to contribute towards an enhanced user experience.

Highlights

The geometric growth of internet access has given citizens the ability and power to interact with individuals across the world, enabling information sharing beyond borders at a level that has not been realized previously in the history of human experience (Amen, Agot Jr, Rosauro, & Gamas, 2017)
This study, was carried out to answer the following research questions: what are the search and scan patterns used in interacting with the selected interfaces? What causes fixation on the interfaces by the users that creates an area of interest heat maps? Are there any similarities in the design approach used by the selected domains? What are the common usability problems faced by users? The research paper is structured into five sections
The first research question is what are the search and scan patterns used in interacting with the selected interfaces? At the end of the experiment and data collection, Areas of Interest (AOI) in each domain page was defined; this is the first step carried out to analyze the relationships linking eye movement parameters and dependent measures

Summary

Introduction

The geometric growth of internet access has given citizens the ability and power to interact with individuals across the world, enabling information sharing beyond borders at a level that has not been realized previously in the history of human experience (Amen, Agot Jr, Rosauro, & Gamas, 2017). This borderless interaction and information sharing encapsulate all human endeavours – be it commerce, education, governance, among others. The niche selection is only by the effective use of the eye, and studies have shown that eye movements reflect knowledge acquisition (Mason, Pluchino, & Tornatora, 2016). Eye-tracking technology is a technique that uses the image processing technology and collocate mini-camera to enable focusing of the eyes and capturing the infrared which reflects from the cornea and pupil, after which the changes of eye movements continuously are recorded and the result of the eye-tracking process is analyzed

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