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Usability Testing with Eye Tracking

Person looking at eye tracking image
Project Overview


The Eye-Tracking Research Evaluation study was conducted in partnership with EyeTracking Inc. to compare the user experience of the legacy checkout platform of an online retailer with a prototype integrated with the checkout process of a major online marketplace. The study aimed to identify strengths and weaknesses in both systems through detailed eye-tracking and user feedback. The research was conducted over three days, from April 25-27, 2016, involving in-person sessions at the EyeTracking Inc. facility in San Diego.

 

Objectives


The primary objectives of the study were to:

  1. Evaluate the usability and efficiency of the legacy checkout process of the retailer.

  2. Assess the new marketplace-integrated checkout prototype.

  3. Identify pain points and areas for improvement in both checkout processes.

  4. Gather user feedback on overall shopping experience and checkout satisfaction.

 

Implementation

 

  • Participants: 30 online shoppers (24 current retailer's customers and 6 customers of a competitor) were recruited, with specific demographic requirements.

  • Methodology: Participants completed a series of shopping tasks using both checkout systems. Their interactions were tracked using eye-tracking technology, and they provided subjective ratings and feedback through questionnaires and ActionReview™ Interviews.

  • Tasks: Included finding and purchasing a specific item, logging into their account, adding a new credit card and shipping address, and completing a purchase.

  • Examples:

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Key Results

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  • Retailer's Legacy Checkout:

    • High ease of use, but search functionality had a 45% failure rate.​​

    • Users found the checkout process straightforward but noted the lack of a dropdown menu for state selection and confusion with the payment method selection.

  • Marketplace Platform Checkout:

    • Slower completion time (108.6 seconds) compared to the legacy system (84.6 seconds).

    • 30% of shoppers had trouble completing tasks due to unclear instructions and issues with the "use this payment method" button.

    • Participants struggled with redundant steps, such as re-entering information and confusing billing and shipping address selections.

  • Examples:​

 

Outcomes and Impact

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  • Usability Improvements: Identified critical areas needing improvement, such as search functionality, clear instructions for payment methods, and better handling of billing and shipping addresses.

  • User Feedback: Provided valuable insights into user preferences and frustrations, which can inform future design changes to enhance user experience.

  • Comparison Data: Established benchmarks for evaluating the legacy and new checkout systems, guiding future iterations of the checkout process.

 

Conclusion


The Eye-Tracking Research Evaluation revealed significant insights into the user experience of the retailer's checkout process, both legacy and marketplace-integrated prototypes. While the legacy system was generally well-received for its simplicity, it faced challenges with search functionality and specific interface elements. The marketplace prototype, although innovative, introduced new complexities and slower task completion times. These findings underscore the importance of iterative design and user testing in developing an efficient and user-friendly online shopping experience. Future enhancements should focus on improving search accuracy, streamlining checkout steps, and providing clearer user instructions to ensure a seamless and satisfying customer journey.

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