Generation Y, web design, and eye tracking

2010 ◽  
Vol 68 (5) ◽  
pp. 307-323 ◽  
Author(s):  
Soussan Djamasbi ◽  
Marisa Siegel ◽  
Tom Tullis
Keyword(s):  
Eye Tracking ◽  
Generation Y ◽  
Web Design

scholarly journals Still Searching or Have You Found It Already? – Usability and Web Design of an Educational Website

2018 ◽  
Vol 9 (1) ◽  
pp. 19-30 ◽  
Author(s):  
Julia Lamberz ◽  
Thorsten Litfin ◽  
Özlem Teckert ◽  
Gunther Meeh-Bunse
Keyword(s):  
Eye Tracking ◽  
Web Design ◽  
Test Group ◽  
Educational Institute ◽  
Search Patterns ◽  
Search Field ◽  
Task Oriented ◽  
Web Designers ◽  
Tracking Technology ◽  
Selection Of

Abstract Background: Apart from a straight-forward and intuitive operability an appealing design determines the success of a website equally well. For this reason, the selection of images and navigation bars plays a determining role. The eye tracking method proved to be appropriate in order to verify the usability of websites. Objectives: The aim of the study was to improve the usability of the website of an educational institute for trainees as target group. Methods/Approach: For this purpose, the use of an eye-tracking technology was combined with a survey. The eye-tracking study was implemented task-oriented. Test persons were asked to search for particular courses within this institute. Results: This approach in combination with a subsequent questionnaire resulted in tangible indications of search patterns of the test group. Furthermore, their perception and their appraisal of the usability as well as the web design was analysed. Even though most tasks were accomplished effectively and efficiently with a positive user feedback, a potential for improvement was detected, in particular with regard to the images and the location of the search field. Conclusions: The selected choice of methods enables researchers and web designers to derive recommendations for the orientation, structure, optimisation and comprehensibility of a website.

scholarly journals A Comparative Eye Tracking Study of Usability—Towards Sustainable Web Design

2021 ◽  
Vol 13 (18) ◽  
pp. 10415
Author(s):  
Mihai Țichindelean ◽  
Monica Teodora Țichindelean ◽  
Iuliana Cetină ◽  
Gheorghe Orzan
Keyword(s):  
Eye Tracking ◽  
Web Design ◽  
Numerical Data ◽  
Past Experience ◽  
Horizontal Direction ◽  
Eye Tracker ◽  
Communication Environments ◽  
Task Content

Websites are one of the most frequently used communication environments, and creating sustainable web designs should be an objective for all companies. Ensuring high usability is proving to be one of the main contributors to sustainable web design, reducing usage time, eliminating frustration and increasing satisfaction and retention. The present paper studies the usability of different website landing pages, seeking to identify the elements, structures and designs that increase usability. The study analyzed the behavior of 22 participants during their interaction with five different landing pages while they performed three tasks on the webpage and freely viewed each page for one minute. The stimuli were represented by five different banking websites, each of them presenting the task content in a different mode (text, image, symbol, graph, etc.).; the data obtained from the eye tracker (fixations location, order and duration, saccades, revisits of the same element, etc.), together with the data from the applied survey lead to interesting conclusions: the top, center and right sides of the webpage attract the most attention; the use of pictures depicting persons increase visibility; the scanpaths follow a vertical and horizontal direction; numerical data should be presented through graphs or tables. Even if a user's past experience influences their experience on a website, we show that the design of the webpage itself has a greater influence on webpage usability.

scholarly journals Influence of packaging attributes on perception of juice: Eye-tracking study

10.5219/1267 ◽  
2020 ◽  
Vol 14 ◽  
pp. 371-378
Author(s):  
Ján Nemergut ◽  
Stanislav Mokrý
Keyword(s):  
Eye Tracking ◽  
Generation Y ◽  
Orange Juice ◽  
Fruits And Vegetables ◽  
Back Side ◽  
Way Of Life ◽  
Attention Span ◽  
Tracking Method ◽  
The Impact ◽  
Image Type

Today, consumers are increasingly aware of the impact that the fast and stressful way of life has on their health. They focus not only on physical activity, but also on a diet filled with fruits and vegetables. As a result, they often choose a tasty alternative which is one of the main sources of vitamins and nutrients - fruit juices. However, these products are often labeled as drinks with high amounts of sugar. Therefore, it is very important for these drinks to be perceived by the consumers as healthy and tasty, which is one of the most important features of their packages. Their goal is to appeal to customers, catch their attention and make them buy the product. One of the most convenient methods to study how packages appeal to customers is the eye-tracking method. The aim of this article is to find out how different attributes of packages can influence customers”™ perception of the juice. The research was carried out in a form of eye-tracking experiment (A/B testing), which involved 38 participants at the age from 20 to 29 (generation Y). Results showed that lower color saturation significantly reduces the attention of individual packages and also reduces the influence of craving the juice as opposed to brighter colors. The importance of information on the back side was also confirmed, since moving the information from back to the front side did not show any significant decrease of the back side's attention span. Last but not least, it has been found out that the image type used on the orange juice package holds importance too, since photography of oranges led to a higher craving of the juice in comparison to the illustration of oranges. However, it was not proven that photographs of oranges held a higher attention span compared to the illustrations. The article contains demonstrable proof of individual package attributes' influence on how generation Y consumers perceive the juice.

Sign in / Sign up

Export Citation Format

Share Document