Utilization of Eye-Tracking Metrics to Evaluate User Experiences—Technology Description and Preliminary Study

This study examines the feasibility of applying eye tracking as a rigorous method for assessing user experience in web design. A controlled experiment was conducted with 102 participants, who interacted with both guideline-compliant websites and systematically degraded variants violating specific principles of Material Design 2. Eleven websites were presented in A/B conditions with modifications targeting three design dimensions: contrast, link clarity, and iconography. Eye-tracking indicators-time to first fixation, fixation duration, fixation count, and time to first click-are examined in conjunction with subjective ratings and expert assessments. Mixed-effects models are employed to ensure robust statistical inference. The results demonstrate that reduced contrast and unclear links consistently impair user performance and increase search effort, whereas the influence of icons is more context-dependent. The study contributes by quantifying the usability costs of guideline deviations and by validating a triangulated evaluation framework that combines objective, subjective, and expert data. From a practical perspective, the findings support the integration of eye tracking into A/B testing and guideline validation, providing design teams with empirical evidence to inform and prioritize improvements in user interfaces.