Improved UI and UX design and development through an eye-tracking system and heat map generation

Jimena Gonzalez Medina M.; Jhefry Ramos Ramos B.; Romulo Huayta Neira N.; Ángel Ruiz Parejas R. · ACM International Conference Proceeding Series (2025) · DOI: 10.1145/3711954.3711964

Resumen

The objective of this research is to develop a technological model based on eye tracking technology and heat map generation using software, in order to improve the user interface and experience (UI and UX). The research methodology is applied, and the operation of the model has been detailed and developed from the perspective of website administrators and developers. Subsequently, statistical tests were designed to evaluate the technological model using the Python tool, taking the level of user satisfaction as an indicator. Data from this indicator was collected before and after the implementation of the technological model. The results show that there is a significant improvement in the level of user satisfaction after the implementation of the system. It is concluded that the technological model is accessible and reliable to monitor user navigation and make improvements based on the information obtained from said tracking in the user UI, which leads to improvements in the UX. This implies advantages for organizations dedicated to electronic commerce, mainly due to the increase in user conversion that these improvements in UX and UI entail, and due to the improvements in the quality of the service provided to users.

Instituciones: Universidad Continental