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Revisiting web design guidelines by exploring users' expectations, preferences and visual search behaviour

Tzanidou, E.; Minocha, S.; Petre, M. and Grayson, A. (2006). Revisiting web design guidelines by exploring users' expectations, preferences and visual search behaviour. In: McEwan, T.; Gulliksen, J. and Benyon, D. eds. People and Computers XIX — The Bigger Picture. London, UK: Springer, pp. 421–438.

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The majority of existing Web design guidelines have been derived by expert heuristic evaluations, apparently without involving the users themselves. In this paper we report two studies of an on-going research programme in the area of eye tracking in which we are investigating the relationship between the users' expectations, preferences, and visual search behaviour. The first study captures the position of first fixations while the users look for cues of the brand identity and services of the site. The second study examines how quickly users adapt to an unfamiliar design layout during repeated exposures by measuring the position of first fixation, time to target fixation and sequence of fixations (scan path). In both the studies, the eye tracking data is supported by qualitative data from pre- and post-session questions which elicited the users' expectations and preferences about the target Web-link.

Item Type: Book Chapter
Copyright Holders: 2006 Unknown
ISBN: 1-84628-192-X, 978-1-84628-192-1
Academic Unit/Department: Mathematics, Computing and Technology
Mathematics, Computing and Technology > Computing & Communications
Interdisciplinary Research Centre: Centre for Research in Computing (CRC)
Item ID: 16099
Depositing User: Users 8955 not found.
Date Deposited: 05 May 2009 08:56
Last Modified: 23 Feb 2016 17:52
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