A-B Testing


Spring 2022


Mercer University’s Technical Communication department wanted to see what prospective students looked at when they read Technical Communications’ M.S. and B.S. posters.


  • Usability test
  • Gaze Point Analysis and GazePoint Control-hard
  • Usability tests and research guided by CITI Training-soft

Overview of the Usability Test Process

  1. Create consent forms, pre-and post-test questionnaires through Google Forms, and recruitment e-mail.
  2. Create Plans and Protocols document to explain the A-B usability test procedures.
  3. Recruited participants from Dr. Gallagher’s TCO 341 class and set up a time with them for the usability test.
  4. Mercer students looked at two Mercer University recruitment posters for the M.S. and B.S. program.
    I used Gaze Point Analysis, Gaze Point Control, and guided prompts to track participants’ eye movements.
  5. After the usability test, participants filled out the post-test questionnaire.
  6. After a week of testing, I analyzed the Google Forms and the videos from GazePoint Analysis.


I applied the methodologies of usability testing to discover where and why students look at recruitment posters. The project helped me learn a new software-Gazepoint-that I will apply in my UX career field in the future.

I appreciated the work UX Researchers do through this project because I learned how much patience one needs when doing a usability study.

Steps to Solve/Tools (in-depth)

  1. Created interview informed consent forms, recruitment emails, recruitment script, study description, and a sign-up sheet to recruit participants
  2. Created post-survey form (through Google Forms) that includes demographic information, which poster gave them the best experience, and ranker scale questions that ask about the text, image, and navigation designs
  3. Calibrated and tracked their eye movements through Gazepoint Analysis and Gazepoint Control during usability tests. I asked users to do the following tasks:
    1. Look at the part of the poster that most interests you.
    2. Look at the part of the poster that most confuses you.
    3. Using your eyes, slowly draw a map of your experience of the poster from start to finish.
    4. Look at the most attractive part of the design.
    5. Look at the ugliest part of the design.
  4. Analyzed data from each participant through different visualization patterns-Fixation Map, Heat Map, Opacity Map, and Bee Swarm- in Gazepoint Analysis
  5. Created a figure of AOI’s (Areas of Interest) for the B.S. and M.S. Mercer recruitment posters through Adobe InDesign
  6. Created a written report (as a memo) of the results from the A-B Testing and Results project