User Experience Evaluation of YouTube Website Using Eye Tracking Method

YouTube is one of the most popular social media in Indonesia, with one of its features being the Clip Feature, which allows users to share 5-60 seconds video snippets, but many users still experience difficulty in accessing this feature. Based on a survey of more than 130 respondents, 60% were unaware of the Clip Feature, 85% had never used it, and 75% had difficulty finding its location in the YouTube interface. This research aims to evaluate the user experience in accessing the Clip Feature on the YouTube website using the Eye Tracking method, as well as analyzing user attention patterns. Through the RealEye.io tool, the results show that the quality of the test data is very good, with an average E-T data integrity value of 90.33% and gaze on screen of 89.73%. Heatmaps and gaze plot analysis show that respondents' attention patterns tend to show confusion, especially when looking for the Clip feature. This is supported by the results of the attention & emotion graphs analysis, which overall show that the average attention level of respondents is at 0.318, with an increase in the emotion of surprise experienced by respondents more than the emotion of happy. Although the Clip Feature offers significant benefits, users still experience difficulties in accessing it, which results in a decreased user experience. This research is expected to provide new recommendations in improving the user experience of YouTube website, specifically to make the Clip feature more accessible and effective to use.