User Experience Evaluation Using Mouse Tracking and Artificial Intelligence

Business platform models frequently require continuous adaptation and agility to allow new experiences to be created and delivered to customers. To understand user behavior in online systems, researchers have taken advantage of a combination of traditional and recently developed analysis techniques. Earlier studies have shown that user behavior monitoring data, as obtained by mouse tracking, can be utilized to improve user experience (UX). Many mouse-tracking solutions exist; however, the vast majority is proprietary, and open-source packages do not provide the resources and data needed to support UX research. Thus, this paper presents: 1) the development of an interaction monitoring application titled Artificial Intelligence and Mouse Tracking-based User eXperience Tool (AIMT-UXT); 2) the validation of the tool in a case study conducted on the Website of the Brazilian Federal Revenue Service (BFR); 3) the definition of a new relationship pattern of variables that determine user behavior; 4) the construction of a fuzzy inference system for measuring user performance using the defined variables and the data captured in the case study; and 5) the application of a clustering algorithm to complement the analysis. A comparison of the results of the applied quantitative methodologies indicates that the developed framework was able to infer UX scores similar to those reported by users in questionnaires.