Discussing the three Methods
For performing our analysis, we used three different methods: visual search, change blindness and eye tracking. In the following points the differences between these methods will be discussed.
Change blindness
This method was used to see which parts of the webshop are attracting the most attention. when a small detail was missing it took a lot longer to find it than when a large important object was missing. During the homepage test we only did 4 different objects in which one was not disappearing but changing which leaded to a very high amount of time. For this reason we could not get very much conclusions from this test. For the product page test there were 5 different objects disappearing. The outcomes of this test were quite good so not much things needed to be changed to the product page according to this test.
Visual search
The visual search method was a more useful for testing the webshop. During this test there were much more different objects they needed to find than in the change blindness method. This way we could compare them better. The outcomes of this test also were a bit different than the ones of the change blindness test. According to this results there was a lot of room for improvement for both the homepage as the product page.
The downside for both visual search and change blindness is that people become better in searching the objects after they did it a couple of times so this will influence the outcomes a bit. Because the objects were not in the same sequence every time we did not took this into account.
Eye tracking
This method was used to see which object on the page people are looking at the first and which ones are only distracting the viewers from the important parts. During this test we found that the personalized background and photo of the seller were looked at much earlier than the product photo itself. A downside of this method is that you needed to click in the middle of the page to continue with the next one so people were triggered to have their first look in the middle of the homepage and product page. This is not a thing we took into account very much.
For the functional redesign we used the data from every test and put them together. Not all tests were evenly useful but still for some small adjustments they were all useful.
Outcomes
In the images below the different outcomes are made visual. In every image the importance of the different objects is shown by using colors. The brighter the color, the more important or standing out the object was in the test.
Homepage
The first image is how important every part of the page is according to our priority list. This is how we wanted every test to look like in the perfect case. The second image is the change blindness test. Third the visual search and the last one is the eye tracking test.
Product page
Also for the product page the same image is created with above the ideal test and the change blindness test. Below are the visual search and the eye tracking test results shown.
