Public Sector Website Design: Insights Gained from an Eye Tracking Analysis, Focusing on Visual Interest and User Experience Measures
In a recent study, researchers delved into the world of human-computer interaction within public sector websites, focusing on visual attention and perceptions of usability within eGovernment environments. The study involved 8 subjects who were exposed to the start pages of 10 different public sector websites, with eye tracking used to study visual attention on the websites.
The results, as indicated by eye tracking metrics and usability scores, showed differences in viewing behaviour and visual attention across different designs. Two websites, with old and new designs, were selected for closer investigation, and the research analysed attention to 16 visual elements on these selected websites.
The System Usability Scale (SUS), a standardised questionnaire that rates usability on a scale from 0 to 100, was used to measure usability metrics. Eye tracking revealed which design elements captured user attention most effectively, such as colour schemes, layout, headers, and imagery, and how intuitive the visual hierarchy was. SUS scores provided subjective usability feedback, indicating how easily users felt they could navigate and use the website.
By correlating eye-tracking metrics with SUS scores, researchers identified design features that optimise both visual engagement and usability. The study highlights the impact of esthetic and design elements on user engagement and usability, with appealing layouts and strategic colour use being shown to evoke emotional responses that encourage active use.
Combining eye tracking and SUS provides a comprehensive comparison of different visual designs by linking visual focus patterns to perceived usability. Effective visual design is characterised by optimal colour choice, element sizing, straightforward layouts, and clear information hierarchy, all measurable via eye tracking and SUS.
Although specific eye tracking plus SUS comparative studies on eGovernment websites are rare in the cited results, the literature emphasises the benefits of these methods in identifying designs that balance engaging visuals with ease of use, thereby enhancing user experience in digital government services.
It is important to note that the study did not involve any advertisements, focusing solely on the usability of public sector websites. The research suggests further investigation to draw conclusive remarks about the most effective designs for eGovernment websites.
[1] References omitted for brevity.
In the realm of health-and-wellness, particularly within the field of science and technology, this research emphasizes the significance of eye tracking in assessing user engagement on public sector websites, focusing on eGovernment environments. By combining eye tracking and the System Usability Scale (SUS), this study identifies design elements that optimize visual engagement and usability, highlighting the impact of esthetic and design elements on user experience in digital government services.
