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Eye Tracking in User Experience Design by Andrew Schall, Jennifer Romano Bergstrom

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6

Information Architecture and Web Navigation

Andrew Schall,    Spark Experience, Bethesda, MD, USA

Abstract

This chapter is an explanation of how eye tracking allows us to gain a real-time understanding of what users see as they navigate through a user interface. It provides examples of how eye tracking has been used to evaluate the usability of commonly used navigation paradigms. Also included are examples of how eye tracking has been used in A/B testing of design concepts and the evaluation of task performance to measure the effectiveness of various navigation concepts.

Keywords

A/B testing; breadcrumbs; card sorting; dynamic menus; ­information ­architecture; navigation; task performance; usability

Introduction

An intuitive and easy-to-navigate ...

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