Human Computer Interaction Presentation
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Presentation for Human Computer Interaction, focusing on Web Design and Generation Y.
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Human Computer Interaction Presentation
- 1. Generation Y, Web Design, & Eye Tracking Soussan Djamasbi, Marisa Siegel, Tom Tullis Taylor Seale, Iheanyi Ekechukwu, Romeo Kwihangana, Jake Flynt
- 2. Who is Generation Y? Individuals ranging from 18 to 31 years-old 1st generation with technology and internet since childhood 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
- 3. What does Generation Y like? - Main large image - Celebrities - Search feature - Little text
- 4. 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
- 5. 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
- 6. Holistic Evaluation Setup 50 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
- 7. 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
- 8. 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
- 9. 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
- 10. 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
- 11. Eye-Tracking Participants 19 employees from a Fortune 100 company, 18 to 31 years old All internet-adept from different company areas
- 12. Eye-Tracking Procedure Rate the six pages, using the same five-point Likert Scale During rating, eye–tracking measured fixation and gaze path
- 13. 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
- 14. Heat Maps Level of fixation represented by a heat map Fixation is a gaze longer than 300 milliseconds
- 15. Most Liked Heat Map
- 16. Least Liked Heat Map
- 17. 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
- 18. Fixation Order Results Afterwards, delineated heat maps into areas of interest Areas were then labelled by their order of fixation
- 19. Most Liked Fixation Order
- 20. Least Liked Fixation Order
- 21. 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
- 22. Questions?