TURNING UP THE HEAT – USER ERRORS AND OTHER INSIGHTS INTO OPTION SELECTION

Abstract

This paper presents a research project that used eye tracking technology to study optionality within the online transactional process. The focus was on how micro-decisions can be framed; the option type; the impact of decision default values; and the types of decision constructs. It elaborates and improves on a pilot study that was used to test the experiment design. Prior research that identified problematic decision constructs informed the types of decisions studied. The main findings relate to participant task error rates. Heat maps have also been used to further illustrate the findings.