注视与困惑:调查眼动追踪参与者在人物角色中的信息暴露

Joni O. Salminen, B. Jansen, Jisun An, Soon-Gyo Jung, Lene Nielsen, Haewoon Kwak
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引用次数: 18

摘要

为了更有效地向角色配置文件的最终用户传达相关信息,我们进行了一项由29名参与者组成的用户研究,他们参与了三种角色布局处理。我们对参与者因治疗而产生的困惑感兴趣,并在实际工作环境中进行了一项受试者内研究,使用眼球追踪和大声说话的数据收集。我们将口头数据按信息量和混乱程度进行编码,并将其与眼球追踪设备记录的兴趣区域的注视和持续时间相关联。我们使用了各种分析技术,包括Mann-Whitney、回归和Levenshtein距离,来调查困惑的用户与未困惑的用户有何不同,角色的哪些信息导致了困惑,以及角色的最终用户的困惑的预测因素是什么。我们将各种发现整合到一个混淆比率测量中,以简洁的方式突出人物角色中最令人困惑的元素。研究结果表明,人物角色信息元素之间的不一致最容易引起混淆,尤其是图片和社交媒体引用元素。该研究对人物角色和相关信息产品的设计具有启示意义,例如用户分析和客户细分。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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 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.
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