The RealEYES project - usability evaluation with eye tracking data

The design of commercial web sites needs a detailed understanding of human-computer interaction (HCI) to maximise the quality of the customer experience. An eye tracking study has been carried out to test the hypothesis that eye movement and eye fixation patterns contain relevant information for the design of user interfaces. In a usability test potential customers solved typical tasks while interacting with the web presentations of online shops. The RealEYES environment - using a remote eye tracking system - supports the analysis and the visualisation of eye recording data. First findings are about the following aspects: (1) eye-to-mouse(pointer)- ratio, (2) textual vs. non-textual information, (3) visual behaviour during perception and waiting time. This paper presents an empirically proven approach to assess web site quality in the context of online-shopping