创意思维与方法 创意思维与方法 140SURL-Using Eye-Tracking Data to Understand First Impressions of a Website（4）.docVIP

It is interesting to note that users depended primarily on the pictures of the products displayed on this homepage in order to determine the purpose of the site, rather than focus on the listing of links on the left navigation bar. This supports the apparent intent of the site’s owner(s)/designer(s) to generate interest in the site by drawing attention to some available products, but also brings into question the effectiveness of the lengthy left navigation bar. Hotspot analysis of this page showed that the portion within the large store AOI most fixated upon was the text 10 stores to serve you, and not the toys in the picture (see Figure 7). Again, this indicates two things: (1) just because certain AOIs are larger than others, that does not mean that visual attention (i.e., concentration of fixations) is evenly distributed across the AOI; and (2) if text in this area is quickly and frequently attended to, this might be a good place to provide more critical information (e.g., sales, popular toy names) rather than a generally descriptive statement about the number of stores in the chain. Figure 7. Hotspot map showing areas of highest fixation count Figure 8. Wonderbrains homepage ( ) with AOIs outlined in blue The WonderBrains homepage was divided into 18 different AOIs (see Figure 8). User eye-movement data was examined in a manner similar to the first site. Table 2 shows a summary of the fixation data by AOI (Table 2). Table 2. Eye-tracking data for homepage AOIs AOIs Average Fixation Order Average Number Fixations (SD) Average Dwell Time in seconds (SD) Logo 1 12.92 (9.89) 0.08 (0.22) Description 2 17.92 (11.31) 2.92 (1.31) Header 3 16.08 (6.17) 3.16 (1.71) Promo 1 4 32.08 (16.82) 1.63 (2.03) left nav categories 5 20.58 (14.71) 6.15 (3.57) shopping cart 6 5.67 (5.07) 0.69 (0.77) right shipping 7 9.00 (6.56) 2.69 (1.43) promo 2 8 19.42 (9.52) 6.99 (4.00) top nav bar 9 6.25 (5.55) 3.88 (2.87) right special 10 9.08 (9.81) 2.79 (2.42) left nav ages 11 8.33 (12.57) 0