Applying eye tracker technology for analyzing user interface design of online transportation applications (case study: Grab application)

Abstract

In the past few years, online transportation has gain popularity in Indonesia. Many passengers prefer to choose online transportation for traveling due to several reasons including accessibility and price. In response to this, several online transportations have been operating in Indonesia, the most popular one is Grab. Despite its popularity, little is known about the usability of its interface design in respect to specific groups of user especially for elderly. In order to provide information on how to better design online transportation application especially for elderly, this paper aims to analyze interface design of Grab application from the elderly point of view. For this purpose, an experiment was conducted by using the eye tracker. This technology has applied for different purposes including design and marketing research purposes. The experiment was conducted by involving 10 elderly participants with ages ranging from 55-69 years. The eye tracker data used in this study is a fixation number, fixation duration, saccade number, and saccade duration. The result of study reveals that gender influence the fixation number, fixation duration, saccade number and saccade duration. Eye condition also influences fixation number and fixation duration but not for saccade number and saccade duration. The highest fixation number occurred in the area of interest (AOI) 2 and the largest fixation duration is also in the area of interest (AOI) 2.