Human Computer Interaction Presentation
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Transcript of Human Computer Interaction Presentation
![Page 1: Human Computer Interaction Presentation](https://reader031.fdocuments.us/reader031/viewer/2022012322/5463030bb1af9f86228b5359/html5/thumbnails/1.jpg)
Generation Y, Web Design, & Eye Tracking
Soussan Djamasbi, Marisa Siegel, Tom Tullis
Taylor Seale, Iheanyi Ekechukwu, Romeo Kwihangana, Jake Flynt
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Who is Generation Y?
82,000,000 people spending $200 billion annually
That’s as much as HALF of the spending economy
Makes them a LARGE and economically POWERFUL generation
Individuals ranging from 18 to 31 years-old
1st generation with technology and internet since childhood
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What does Generation Y like?
- Main large image
- Celebrities
- Search feature
- Little text
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Why is visual appeal important?
“If it looks pleasant, I trust it.” - Generation Y User
More visual appeal More trust
More trust causes an INCREASE in returning users
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Two-Tiered Experiment Holistic interface evaluation through an online survey
For consistency, only looked at retail pages
Most popular sites then used with eye-tracking technology
Tracking data evaluates the effectiveness of a site’s elements
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Holistic Evaluation Setup50 sites randomly selected from top 100 on the Consumer Satisfaction Index
Each evaluated by experts, 1 point for each category Mean - 1.94 Median - 2.0
If:Score > Median – High Appeal Group
Score < Median – Low Appeal Group
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Holistic Evaluation Participants
98 internet-adept participants, from 18 to 31 years old
○ 55 male, 43 female○ Part college students, part Fortune 100 employees
Subjects participated via e-mail or an online forum
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Holistic Evaluation Procedure
Subjects shown 50 web pages, randomly ordered
Rated pages on visual appeal, used five-point Likert Scale
Ratings ranged, from “not at all appealing” to “very appealing”
not at all appealing
neither appealing nor unappealing
very appealing
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Holistic Evaluation Results
Pages in high appeal group earned a higher visual appeal rating than those in the low appeal group
Presence of ANY of the four characteristics INCREASED ratings
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Eye-Tracking Setup
Took top three most liked and disliked pages from holistic evaluation
Analyzed eye movement with unobtrusive eye-tracking software Example of a Tobii 1750 in use
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Eye-Tracking Participants
19 employees from a Fortune 100 company, 18 to 31 years old
All internet-adept from different company areas
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Eye-Tracking Procedure
Rate the six pages, using the same five-point Likert Scale
During rating, eye–tracking measured fixation and gaze path
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Eye-Tracking Results
After the eye-tracking experiment, the researchers:
1. Analyzed subjects’ fixation via heat maps
2. Performed an order analysis of fixation results
3. Analyzed the effects of visual appeal rating on fixation
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Heat Maps
Level of fixation represented by a heat map
Fixation is a gaze longer than 300 milliseconds
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Most Liked Heat Map
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Least Liked Heat Map
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Heat Map Insights
Faces and large images tended to induce fixation more
Celebrity faces present drew longer fixation○ Even a tiny face of Steve Jobs on Apple’s site
lengthened fixation
Text was only fixated upon if it was SHORT and SIMPLE
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Fixation Order Results
Afterwards, delineated heat maps into areas of interest
Areas were then labelled by their order of fixation
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Most Liked Fixation Order
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Least Liked Fixation Order
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Conclusion
The presence of distinct characteristics such as a large image, celebrity face, search box, and little text did indeed increase the visual appeal of websites with Generation Y users
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Questions?