Fixation and confusion – investigating eye-tracking participants’ exposure to information in personas

To more effectively convey relevant information to end users of persona profiles, we conducted a user study consisting of 29 participants engaging with three persona layout treatments. We were interested in confusion engendered by the treatments on the participants, and conducted a within-subjects s...

Full description

Saved in:
Bibliographic Details
Main Authors: Qatar Computing Research Institute, Turun Kauppakorkeakoulu, IT-Universitetet i København
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2018
Subjects:
Online Access:https://ink.library.smu.edu.sg/sis_research/5657
https://ink.library.smu.edu.sg/context/sis_research/article/6660/viewcontent/3176349.3176391.pdf
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: Singapore Management University
Language: English
id sg-smu-ink.sis_research-6660
record_format dspace
spelling sg-smu-ink.sis_research-66602021-01-22T02:58:52Z Fixation and confusion – investigating eye-tracking participants’ exposure to information in personas Qatar Computing Research Institute, Turun Kauppakorkeakoulu, IT-Universitetet i København, To more effectively convey relevant information to end users of persona profiles, we conducted a user study consisting of 29 participants engaging with three persona layout treatments. We were interested in confusion engendered by the treatments on the participants, and conducted a within-subjects study in the actual work environment, using eye-tracking and talk-aloud data collection. We coded the verbal data into classes of informativeness and confusion and correlated it with fixations and durations on the Areas of Interests recorded by the eye-tracking device. We used various analysis techniques, including Mann-Whitney, regression, and Levenshtein distance, to investigate how confused users differed from non-confused users, what information of the personas caused confusion, and what were the predictors of confusion of end users of personas. We consolidate our various findings into a confusion ratio measure, which highlights in a succinct manner the most confusing elements of the personas. Findings show that inconsistencies among the informational elements of the persona generate the most confusion, especially with the elements of images and social media quotes. The research has implications for the design of personas and related information products, such as user profiling and customer segmentation. 2018-03-01T08:00:00Z text application/pdf https://ink.library.smu.edu.sg/sis_research/5657 info:doi/10.1145/3176349.3176391 https://ink.library.smu.edu.sg/context/sis_research/article/6660/viewcontent/3176349.3176391.pdf http://creativecommons.org/licenses/by-nc-nd/4.0/ Research Collection School Of Computing and Information Systems eng Institutional Knowledge at Singapore Management University Eye tracking devices Persona User-centered design Target users Numerical Analysis and Scientific Computing
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic Eye tracking devices
Persona
User-centered design
Target users
Numerical Analysis and Scientific Computing
spellingShingle Eye tracking devices
Persona
User-centered design
Target users
Numerical Analysis and Scientific Computing
Qatar Computing Research Institute,
Turun Kauppakorkeakoulu,
IT-Universitetet i København,
Fixation and confusion – investigating eye-tracking participants’ exposure to information in personas
description To more effectively convey relevant information to end users of persona profiles, we conducted a user study consisting of 29 participants engaging with three persona layout treatments. We were interested in confusion engendered by the treatments on the participants, and conducted a within-subjects study in the actual work environment, using eye-tracking and talk-aloud data collection. We coded the verbal data into classes of informativeness and confusion and correlated it with fixations and durations on the Areas of Interests recorded by the eye-tracking device. We used various analysis techniques, including Mann-Whitney, regression, and Levenshtein distance, to investigate how confused users differed from non-confused users, what information of the personas caused confusion, and what were the predictors of confusion of end users of personas. We consolidate our various findings into a confusion ratio measure, which highlights in a succinct manner the most confusing elements of the personas. Findings show that inconsistencies among the informational elements of the persona generate the most confusion, especially with the elements of images and social media quotes. The research has implications for the design of personas and related information products, such as user profiling and customer segmentation.
format text
author Qatar Computing Research Institute,
Turun Kauppakorkeakoulu,
IT-Universitetet i København,
author_facet Qatar Computing Research Institute,
Turun Kauppakorkeakoulu,
IT-Universitetet i København,
author_sort Qatar Computing Research Institute,
title Fixation and confusion – investigating eye-tracking participants’ exposure to information in personas
title_short Fixation and confusion – investigating eye-tracking participants’ exposure to information in personas
title_full Fixation and confusion – investigating eye-tracking participants’ exposure to information in personas
title_fullStr Fixation and confusion – investigating eye-tracking participants’ exposure to information in personas
title_full_unstemmed Fixation and confusion – investigating eye-tracking participants’ exposure to information in personas
title_sort fixation and confusion – investigating eye-tracking participants’ exposure to information in personas
publisher Institutional Knowledge at Singapore Management University
publishDate 2018
url https://ink.library.smu.edu.sg/sis_research/5657
https://ink.library.smu.edu.sg/context/sis_research/article/6660/viewcontent/3176349.3176391.pdf
_version_ 1770575552418152448