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)

Eye tracking Workshop-HCI20052 Outline of presentation Background Outline of research Research goals Examples of studies Specific areas of interest

Eye tracking Workshop-HCI20053 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-HCI20054 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-HCI20055 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-HCI20056 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-HCI20057 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