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Human Computer Interaction Presentation


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Presentation for Human Computer Interaction, focusing on Web Design and Generation Y.

Published in: Technology, News & Politics
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Human Computer Interaction Presentation

  1. 1. Generation Y, Web Design, & Eye Tracking Soussan Djamasbi, Marisa Siegel, Tom Tullis Taylor Seale, Iheanyi Ekechukwu, Romeo Kwihangana, Jake Flynt
  2. 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. 3. What does Generation Y like? - Main large image - Celebrities - Search feature - Little text
  4. 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. 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. 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. 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. 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. 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. 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. 11. Eye-Tracking Participants 19 employees from a Fortune 100 company, 18 to 31 years old All internet-adept from different company areas
  12. 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. 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. 14. Heat Maps Level of fixation represented by a heat map Fixation is a gaze longer than 300 milliseconds
  15. 15. Most Liked Heat Map
  16. 16. Least Liked Heat Map
  17. 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. 18. Fixation Order Results Afterwards, delineated heat maps into areas of interest Areas were then labelled by their order of fixation
  19. 19. Most Liked Fixation Order
  20. 20. Least Liked Fixation Order
  21. 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. 22. Questions?