Digital Commons Network^™

Fixation And Confusion: Investigating Eye-Tracking Participants' Exposure To Information In Personas, Joni Salminen, Bernard J. Jansen, Jisun An, Soon-Gyo Jung, Lene Nielsen, Haewoon Kwak

Research Collection School Of Computing and Information Systems

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 …