• University: iMotions Internal
  • Author:  Ping Du


A web-use study was conducted to investigate if website users’ facial expressions during web browsing could reveal more about the users experience while browsing. It also aimed to investigate how integrating eye-tracking and facial coding could better facilitate usability studies.

In the study, three airline websites were tested on three groups of respondents, with each group consisting of 20 respondents.  Following the experiment flow shown in Figure 1, each respondent was instructed to book a flight from an assigned website. Then, the respondent had to complete post-task survey questions (System Usability Scale). Testplans were implemented to assign the specific website and corresponding survey questions to the respondents. Facial expressions and eye movements of the respondents were recorded for the duration of the study.

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