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.

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This article examined, through Social Network Analysis (SNA) techniques, the personal profiles of theHeads of Government of countries in South and North America and how they communicated withtheir audiences on institutional measures to contain COVID-19. Analyses were carried out on data collected from Twitter from November 2019 to November 2020. This study includes: i) quantitative analysis, measuring categories and emphases in the communication of tweets, retweets, likes, and comments on matters relevant to the pandemic; ii) qualitative analysis that allowed evaluating speeches to identify political interference and the effectiveness of communication at critical moments of the pandemic. It was possible to infer that each president has his singularities and understanding about Social Media's use as a more direct communication tool with his audience. It was also found that successful communication is not directly proportional to the volume of messages on Twitter, but to socio-political aspects and institutional leadership that can make a difference in Social Media in combating COVID-19. I. INTRODUCTIONThe world is experiencing a challenge of grand proportions, the discovery and a worldwide spread of the Covid-19 virus at the end of 2019 and throughout 2020. This occurrence showed the global fragility of the Health Systems and a communicational difficulty in the face of Disinformation. Social Media has become an open pathway for a flood of fake news propagated mainly on social media. In addition to competing with misinformation on social media, governments deal with an internal difficulty to create disclosure processes consistent with the line of action in fighting the Pandemic. SARS-CoV-2 and COVID-19 disease provide an opportunity to investigate the consequences of functional fragmentation in government communication when the issues concern public health and pandemic response (ZEEMERING, 2020).According to United Nations Educational, Scientific and Cultural Organization (UNESCO, 2019), finding ways through contemporary information challenges is of utmost importance for society, including governments, Internet companies, educators and NGOs.