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

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.