Assessing Eye Fixation Behaviour Through Design Evaluation of Lawi Ayam Artefact

Abstract

There is a need for Malay cultural product knowledge preservation with the convergence of human science to establish the product knowledge development in innovative culture environment in Malaysia. The study uses eye tracking test to understand the user’s cognition and eye behaviour towards the syntactic elements of the cultural artefact (Lawi Ayam – LA) using pre-existent experience. This study was conducted to evaluate the artefact effectiveness and usage efficiency through design preference. Findings from eye tracking were used to analyse the element in LA artefact that attracts the user attention using the time of first fixation and location of fixations. We concluded that the engrossed area of 3 syntactical components; 1) hilt, 2) blade, 3) sheath, revealed the factors of ergonomic rapport, anatomical, physical measurement and multi-material usage to obtain results on design preference and artefact effectiveness. We also found that pre-existent experience was recalled and manipulated effectively when defining the criteria of the syntactical component in dynamic accumulative cognition. Our findings could guide the on-going cognitive information processing on the cultural artefact to support the design-user knowledge preservation. This study recommends the future cultural and heritage product designer to use the user experience of the particular artefact in the designing process.

Review of the use of neurophysiological and biometric measures in experimental design research

“…In particular, brain regions linked to emotions are particularly activated when decisions are made in the presence of conflicts between form and function. Ishak et al ’s (2015) contribution complements previous studies on the relevance of culture-related product attributes; to this aim, a traditional Malaysian artifact is here evaluated. Participants in the experiment are people with large experience of said artifact.…”

An Eye-Tracking Supported Investigation Into the Role of Forms of Representation on Design Evaluations and Affordances of Original Product Features

“…A general analysis of ET data was performed by comparing the heat maps for pictures and videos extracted through the software Tobii Pro Studio. Heat maps are diffusedly used in design research and markedly in product evaluation to establish qualitatively what has attracted attention in stimuli and how this has affected design or evaluation tasks; examples are (Ishak et al, 2015;Nagai et al, 2017). The heat maps (such as those depicted in Figure 3) indicate the cumulated absolute duration (for nine participants each) of the fixations (a proxy of attention in ET studies) on the different areas of the stimuli.…”

“…A general analysis of ET data was performed by comparing the heat maps for pictures and videos extracted through the software Tobii Pro Studio. Heat maps are diffusedly used in design research and markedly in product evaluation to establish qualitatively what has attracted attention in stimuli and how this has affected design or evaluation tasks; examples are (Ishak et al, 2015;Nagai et al, 2017).…”