User experience evaluation aspects of Lithuanian National museums websites

Purpose. The focus of this article is to explore the differences in task completion time between National museum websites when user is searching for important information to him and after taking measures and analysis of the results to produce conclusions and recommendations on optimization and improving museum websites interfaces. Design/methodology/approach. The research was done with all four Lithuanian national museum websites: National Museum of Lithuania, Lithuanian Art Museum, M. K. Čiurlionis National Museum of Art and National Museum – Palace of the Grand Dukes of Lithuania. User's behavior on searching most important for them information in websites was measured with eye tracking equipment and users gaze plots and heat maps were analyzed. The data collection was made by setting a temporally mobile eye tracking laboratory inside museum near the entrance into exhibitions. 110 respondents were used, the overall Lithuanian structure of male/woman and group of ages was maintained. Findings. The analysis of gazing plots and heat maps showed that clear space around the menus matters: users can find information significantly faster. Also adding the third level in the website and placing important information there makes double search time for user. Overall best results was on Palace of the Grand Dukes of Lithuania website: the design and clear structure are important for the time visitors have to spend on museum website in searching important information. Research limitations. The scope of this research is the Lithuanian National museum websites. Further research can assess to other countries museum’s websites. Originality/Value. It was first time in the museum research in Lithuania when the eye tracking technology and equipment were used. The analysis results may contribute to the new knowledge about designing successful interfaces for museum websites