Home » Eye-Tracking Analysis for User Interface Design of Shopping Mobile Web Application

Eye-Tracking Analysis for User Interface Design of Shopping Mobile Web Application

Lau King Lieng

Faculty of Computing and Informatics,
Universiti Malaysia Sabah (UMS),
88400 Kota Kinabalu, Sabah,

Aslina Baharum

Senior Lecturer
Faculty of Computing and Informatics,
Universiti Malaysia Sabah (UMS),
88400 Kota Kinabalu, Sabah,


Nowadays, the use of mobile phone has brought great conveniences and contributions to society in daily life. Online shopping takes a large portion in their online activities, due to this, the availability and the adequacy assessment in this situation are becoming increasingly requires. With the help of eye-tracking technology, it can be easy to study how users interact with the visual elements within the mobile applications. Currently, mobile app developers are facing the issue of limited guideline for proper mobile app user interface design. Moreover, the bad interaction between a user and interface design could lead to failure of the mobile app. At the same time, different users’ expectation among users in online shopping could be affected by gender, thus, further study is needed. The objective of this paper is to use eye-tracking technology for user interface design of shopping mobile web application. This paper will present the eye-tracking result of existing design guideline, meanwhile, the result obtained from the eye-tracking analysis will be used to develop a visualization pattern of user interface guideline. The visualization pattern of user interface guideline that develops at the end of this research may satisfy both genders.


interface design guideline;
Mental model;
Online shopping;
Shopping mobile web app.

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Cited as

Lau King Lieng and Aslina Baharum, “Eye-Tracking Analysis for User Interface Design of Shopping Mobile Web Application”, International Journal of Advanced Engineering and Management, Vol. 2, No. 12, pp. 287-301, 2017.

DOI: https://doi.org/10.24999/IJOAEM/02120061


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