A Visualization Tool for Eye Tracking Data Analysis in the Web

Usability analysis plays a significant role in optimizing Web interaction by understanding the behavior of end users. To support such analysis, we present a tool to visualize gaze and mouse data of Web site interactions. The proposed tool provides not only the traditional visualizations with fixations, scanpath, and heatmap, but allows for more detailed analysis with data clustering, demographic correlation, and advanced visualization like attention flow and 3D-scanpath. To demonstrate the usefulness of the proposed tool, we conducted a remote qualitative study with six analysts, using a dataset of 20 users browsing eleven real-world Web sites.

[1]  Thomas Ertl,et al.  VA2: A Visual Analytics Approach for Evaluating Visual Analytics Applications , 2016, IEEE Transactions on Visualization and Computer Graphics.

[2]  Linden J. Ball,et al.  Eye tracking in HCI and usability research. , 2006 .

[3]  Şükrü Eraslan,et al.  Evaluation of Visualisation of Scanpath Trend Analysis (ViSTA) Tool , 2019 .

[4]  Joseph H. Goldberg,et al.  Computer interface evaluation using eye movements: methods and constructs , 1999 .

[5]  Linden J. Ball,et al.  Eye Tracking in Human-Computer Interaction and Usability Research : Current Status and Future Prospects , 2004 .

[6]  Michael Burch,et al.  Visualization of Eye Tracking Data: A Taxonomy and Survey , 2017, Comput. Graph. Forum.

[7]  Jana Holsanova,et al.  Reading or scanning? A study of newspaper and net paper reading. , 2003 .

[8]  Michael Burch,et al.  An interactive web-based visual analytics tool for detecting strategic eye movement patterns , 2019, ETRA.

[9]  Michael Burch,et al.  Gaze Stripes: Image-Based Visualization of Eye Tracking Data , 2016, IEEE Transactions on Visualization and Computer Graphics.

[10]  Steffen Staab,et al.  Enhanced representation of web pages for usability analysis with eye tracking , 2018, ETRA.

[11]  Yeliz Yesilada,et al.  Eye tracking scanpath analysis on web pages: how many users? , 2016, ETRA.

[12]  Agnieszka Bojko,et al.  Informative or Misleading? Heatmaps Deconstructed , 2009, HCI.

[13]  Rico Fischer,et al.  Eye tracking and its application in usability and media research , 2003, MMI Interakt..

[14]  S. P. Lloyd,et al.  Least squares quantization in PCM , 1982, IEEE Trans. Inf. Theory.

[15]  Alan Kennedy,et al.  Book Review: Eye Tracking: A Comprehensive Guide to Methods and Measures , 2016, Quarterly journal of experimental psychology.

[16]  Alberto Veneri,et al.  EyeClouds: A Visualization and Analysis Tool for Exploring Eye Movement Data , 2019, VINCI.

[17]  Andrew T Duchowski,et al.  A breadth-first survey of eye-tracking applications , 2002, Behavior research methods, instruments, & computers : a journal of the Psychonomic Society, Inc.

[18]  J. B. Brooke,et al.  SUS: a retrospective , 2013 .