An Evaluation Research on Usability of Taobao's Homepage and Main Search Engine Based on Eye Tracking

The real-time nature can be reflected in the interaction between users and webpages, Eye Tracking can record these data, with which the researcher can find out the key points, areas of interests, difficulties to understand and browsing habits, thereby providing objective and visual guidance to optimize the information architecture of webpages. This paper describes the process of eye tracking test by Taobao's UED and analyzes the methods and results of evaluation on user habits by use of the generated diagrams of eye tracking. Through Eye tracking test, design researchers can find a lot of interesting content that cannot be easily found in other ways. These valuable research data and reports will be shared to the front-end engineers, interaction designers and other related personnel in the way of internal sharing.