A Research About The Impact Of The Menu Interface Characteristics Of Payment APP On User's Search Efficiency By Eye-Tracking

With the rapid development of mobile electronic devices and the spread of cashless concepts,the scale of mobile payment transactions and the amount of payment APPs' users are increasing rapidly.As the scenes for using payment app become complicate,the number of application icons on the payment APP menu interface also increases,which raises the difficulty to search the target application icon for users.Therefore,how to design a payment APP menu interface that meets the user's usage habits is a topic worth exploring.From the perspective of cognition processing,this study explores the impact of the menu interface characteristics of payment APP on user search efficiency.The subjects were 37 college students.The experimental instrument was SMI iView RED table-top eye tracker.The experimental material were payment APP menu prototype interfaces.And,The dependent variables included four eye movement indicators:Search Time,Total Fixation Counts,AOI Fixation Start Time and Percentage of Fixation Time in AOI.The first experiment investigated the impact of the position of category title and the background of the category area on the user search efficiency.The experiment involved a 2 position of category title(centered/on the left)× 2 level of category area's background(with colored-blocks/without colored-blocks)between-subject design.The results showed that:(1)The search efficiency of the subjects on the menu interface which category titles are centered was significantly higher than that on the menu interface which category titles are on the left;(2)The search efficiency of the subjects on the menu interface with colored-blocks was significantly higher than that on the menu interface without colored-blocks.Based on the first experiment,The second experiment controlled the position of category title centered,which investigated the impact of background of the category area and icon density on the user search efficiency.The experiment involved a 2 level of category area's background(with colored-blocks/without colored-blocks)× 2 level of icon density(4 icons per line/3 icons per line)two-factor between-subject design.The results showed that the search efficiency of the subjects on the menu interface of 3 icons per line was significantly higher than that on the interface of 4 icons per line.To sum up,varied features of the payment APP menu interface have certain influences on user's search efficiency.The search efficiency of the user is higher under the menu interface conditions where the category titles are centered,the category areas have color blocks,and the icon density is 3 icons per line.