The possibilities of applying Kansei engineering and eye-tracking to enhance the user experience of the website

Abstract

Kansei engineering focuses on developing or improving products and services by projecting the customer’s psychological feelings and needs into the field of product design. The main objective of the presented paper is to analyze Kansei engineering and the use of eye-tracking on a specific website, focusing on consumer experience when using the website and on its selected elements. The study includes a questionnaire survey the results of which are processed using IBM SPSS and GRETL software. For calculation of the required metrics over the time frame of interest, the multimodal software package Imotions is used. The research sample consists of 54 respondents (Management students), of which 52% (N = 28) were female and 48% (N = 26) were male aged 18 to 26 years. The results obtained indicate that there are several statistically significant correlations between the examined variables, namely between website design and clear understanding of controls, website transparency and color, product variety and order placement, and between easy website navigation and information display. Discussion of these results allows to identify which products or areas of a webpage are attractive to users and why. This approach can be applied to various types of websites, from e-shops to information portals, and makes it easier to propose effective improvements aimed at increasing interaction, satisfaction and conversions.