Do Novices Struggle with AI Web Design? An Eye-Tracking Study of Full-Site Generation Tools

AI-powered full-site web generation tools promise to democratize website creation for novice users. However, their actual usability and accessibility for novice users remain insufficiently studied. This study examines interaction barriers faced by novice users when using Wix ADI to complete three tasks: Task 1 (onboarding), Task 2 (template customization), and Task 3 (product page creation). Twelve participants with no web design background were recruited to perform these tasks while their behavior was recorded via screen capture and eye-tracking (Tobii Glasses 2), supplemented by post-task interviews. Task completion rates declined significantly in Task 2 (66.67%) and 3 (33.33%). Help-seeking behaviors increased significantly, particularly during template customization and product page creation. Eye-tracking data indicated elevated cognitive load in later tasks, with fixation count and saccade count peaking in Task 2 and pupil diameter peaking in Task 3. Qualitative feedback identified core challenges such as interface ambiguity, limited transparency in AI control, and disrupted task logic. These findings reveal a gap between AI tool affordances and novice user needs, underscoring the importance of interface clarity, editable transparency, and adaptive guidance. As full-site generators increasingly target general users, lowering barriers for novice audiences is essential for equitable access to web creation.