# Assessing Interactive Web-Based Systems Using Behavioral Measurement Techniques
## 4 Data Analysis
### Eye-Tracking Analysis
#### 4.3.2 Jarir Website  
* Overall Evaluation of Jarir Website As shown in Table 14, the participants spent 408 s on average performing tasks (6.8 min), of which 195 s (3.25 min) were spent fixating on elements. The nature of tasks and participant behavior during experiments indicated that the reason for the long fixation was the difficulty in locating what they were looking for. Interestingly, the average time to first fixation was 2 s, which is relatively high. This is due to the extensive set of banners all over Jarir's homepage. The user gazed through colors and images without focusing on an item that stood out. * Task-Specific Evaluation of Jarir Website  
\(\circ\) Task 1 As per Table 15, the TTFF for the main menu was considerably less than the TTFF for the search bar. In fact, most users attempted to locate the item using the main menu due to its colorful design and clear, inviting labels in contrast with the barely visible, grey search bar. However, the menu categories were very complicated and similar, which resulted in longer task times, longer fixations, and considerably more revisits. Figure 14 shows Jarir's menu heatmap with hot areas around the path to locate the required TV set. \begin{table}
\begin{tabular}{c c c c c c} \hline \hline  & \multicolumn{2}{c}{**Indicator**} & **Usability Issue** & **Severity Rating** \\ \hline \multirow{2}{*}{\(1\)} & \(\bullet\) & Number of overall fixations is high. & \multirow{2}{*}{Sub-optimal layout that causes inefficient search.} & \multirow{2}{*}{3: Major problem} \\  & \(\bullet\) & Long scan path. & & \\ \hline \multirow{2}{*}{\(2\)} & Long fixations. & \multicolumn{2}{c}{The user has difficulty extracting information or} & \multirow{2}{*}{3: Major problem} \\  & & locating elements of interest. & & \\ \hline \multirow{2}{*}{\(3\)} & Scan path transition between areas. & \multirow{2}{*}{Search uncertainty due to interface design.} & \multirow{2}{*}{2: Minor problem} \\  & & Users failed to complete the second task. & \multirow{2}{*}{Comparison functionality is not available in item cards and during search.} & \multirow{2}{*}{3: Major problem} \\  & & Users spent too much time gazing/fixating on the menu and search bar. & \(\bullet\) & Auto-suggestion and smart search features are lacking. & \\  & & The menu disappears suddenly & 2: Minor problem \\  & & while browsing. & & \\ \hline \multirow{2}{*}{\(6\)} & The financing service banner appears whenever an item is added to cart even if the user did not request for it. & Using a financing service should be optional and separate from the Add to Cart function. & 1: Cosmetic problem \\ \hline \multirow{2}{*}{\(4.3.2\)} & \multirow{2}{*}{Jarir Website} & \multirow{2}{*}{Overall Evaluation of Jarir Website} & \multirow{2}{*}{As shown in Table 14, the participants spent 408 s on average performing tasks (6.8 min), of which 195 s (3.25 min) were spent fixating on elements. The nature of tasks and participant behavior during experiments indicated that the reason for the long fixation was the difficulty in locating what they were looking for. Interestingly, the average time to first fixation was 2 s, which is relatively high. This is due to the extensive set of banners all over Jarir’s homepage. The user gazed through colors and images without focusing on an item that stood out. & \\ \hline \hline \end{tabular}
\end{table} 
Table 14: Overall fixation data for Jarir website.