Article Archives

Eye Gaze Patterns while Searching vs. Browsing a Website

By S. Shrestha & K. Lenz Summary: This article discusses users’ visual scan paths of web pages containing text and/or pictures while conducting browsing and searching tasks. User performance on three usability tasks on an e-commerce website is described. Results

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Where’s the Search? Re-examining User Expectations of Web Objects

By A. D. Shaikh & K. Lenz Summary. In 2001, Bernard determined that users were able to form a schema for the location of web objects on informational websites. The current study investigates whether users’ expectations have changed since the

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Hotspots and Hyperlinks: Using Eye-tracking to Supplement Usability Testing

By Mark C. Russell Summary: This article discusses how eye-tracking can be used to supplement traditional usability test measures. User performance on two usability tasks with three e-commerce websites is described. Results show that eye-tracking data can be used to

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Using Eye-Tracking Data to Understand First Impressions of a Website

by Mark Russell Summary: This study discusses the contributions of eye-tracking data to traditional usability test measures for first-time usage of websites. Participants viewed the homepages of three different websites. Results showed that eye-movement data supplemented what users verbally reported

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Metaphors and Website Design: A Cross-Cultural Case Study of the Tide.com Stain Detective

by A. Dawn Shaikh, Barbara S. Chaparro, W. Todd Nelson, & Anirudha Joshi Summary: This study investigated the generalization of a home metaphor used in the Tide.com Stain Detective (Nelson & Hibner, 2003) to middle-class Indian females. The stain detective

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