Analysis of an Interactive Kiosk in a Shopping Mall Through the Lens of Saccades, 2025

Saccades—rapid eye movements between points of fixation—became the key to understanding the usability of the information board. What the analysis revealed: Effective Patterns: Short saccades (3-5°) between logically related elements Straight trajectories to target buttons Minimal number of "return" eye movements Problem Areas: Long saccades (10-15°) between unrelated menu elements Chaotic "darting" of gaze when searching for the required section Frequent returns to navigation—a sign of disorientation Critical Insights: Users performed 40% more saccades than necessary 62% of the time was spent searching for information instead of comprehending it The longest saccades occurred between the main menu and the mall map Neuromarketing research for science and business: