Identifying Website Usability Solely from Gaze Data of Visual Search

University essay from KTH/Skolan för datavetenskap och kommunikation (CSC)

Abstract: If researchers are able to derive usability simply by analysing gaze data it provides a quick, objective and potentially automatic way of measuring the usability of an interface. In order to do that it is essential to know which traits of the gaze data that have an impact on usability. This paper investigates these traits by analysing different eye tracking metrics in the data. The goal is to see which of these metrics have a general correlation with usability. Previous research provides a clue about which metrics are useful when analysing usability. However, much of the research is based on subjective analysis or lacks in general applicability. This research provides an objective analysis that is independent of characteristics of the interface. A user study is done on 20 participants. They complete tasks on nine different ecommerce websites while their eye movements are recorded. Correlation is measured between usability and eye tracking metrics in order to investigate which metrics that are sensitive to changes in usability. The results show that fixational backtracks and number of fixations have the strongest correlation with usability. Previous research did suggest that both of these eye tracking metrics have an impact on usability.

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