Generation Y, Web Design, & Eye Tracking Soussan Djamasbi, Marisa Siegel, Tom Tullis Taylor Seale, Iheanyi Ekechukwu, Romeo Kwihangana, Jake Flynt
Human Computer Interaction Presentation
Nov 11, 2014
Presentation for Human Computer Interaction, focusing on Web Design and Generation Y.
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Generation Y, Web Design, & Eye Tracking
Soussan Djamasbi, Marisa Siegel, Tom Tullis
Taylor Seale, Iheanyi Ekechukwu, Romeo Kwihangana, Jake Flynt
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
What does Generation Y like?
- Main large image
- Celebrities
- Search feature
- Little text
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
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
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
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
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
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
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
Eye-Tracking Participants
19 employees from a Fortune 100 company, 18 to 31 years old
All internet-adept from different company areas
Eye-Tracking Procedure
Rate the six pages, using the same five-point Likert Scale
During rating, eye–tracking measured fixation and gaze path
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
Heat Maps
Level of fixation represented by a heat map
Fixation is a gaze longer than 300 milliseconds
Most Liked Heat Map
Least Liked Heat Map
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
Fixation Order Results
Afterwards, delineated heat maps into areas of interest
Areas were then labelled by their order of fixation
Most Liked Fixation Order
Least Liked Fixation Order
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
Questions?
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