DATA SET 2: SR Labs Alitalia Data SetEXPERIMENT DESCRIPTION
The present experiment was carried out by the eye-tracking company SR LABS (Milano, Italy). The object of the analysis was the homepage of the web site of Alitalia . The eye-movement registration was divided into three sessions of subject-website interaction:
1st Interaction: The subjects were asked to explore in a free way, for about 15 seconds, the homepage of the web site under analysis. The goal of this kind of test was to investigate the attention distribution among the various areas that constitute the web page and to find possible exploration paths across the web page that appeared to be preferred by the subjects.
2nd and 3rd Interaction: The subjects were asked to surf inside the web site, without time limits, with the goal of achieving specific tasks. The goal of these sessions was to evaluate the visibility and the informational clarity of the busi-ness parts of the homepage while subjects were executing a task with a busi-ness relevance.
In more detail, in the 2nd and 3rd interactions the tasks to be achieved were the following ones:
Task: You have to go immediately to New York for business reasons. Book
the round-trip ticket for this destination.
Task: You have some vacation days. You decide to make a travel and you decide to choose a flight among the special offers of "Alitalia".
The goal of this task was to evaluate some properties of the commercial box in the low part of the homepage, on the right. In particular:
The subjects under analysis were 4. The eye-tracking tool that was used was the eye-tracker Tobii 1750. The Tobii 1750 looks like a common monitor screen and, for this reason, it is not invasive at all. It integrates the emission of infrared rays with the registration, by means of an embedded videocamera, of the infrared rays reflected by the pupil. A special software processes in different ways the data that are gathered.
SCANPATH (EYE-TRACKER) DATA
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