This means that, when looking at a design with weak signifiers, users spent more time looking at the page, and they had to look at more elements on the page. Since this experiment used targeted findability tasks, more time and effort spent looking around the page are not good. These findings don’t mean that users were more “engaged” with the pages. Instead, they suggest that participants struggled to locate the element they wanted, or weren’t confident when they first saw it.
- he/him
You're here for the fic; all of it is also on my personal site.
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in reply to @xkeeper's post:
the heatmap for the Hertz Car Rental page is more striking, especially with the how many people were checking the footer on the 'flat' design page
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