Emprendiendo en el ámbito académico: Un análisis situacional y de experiencia del usuario en portales académicos

The purpose of this study was to comprehensively evaluate the usability and user experience of the university courses portal within the TEC Digital platform (a platform used at the Costa Rica Institute of Technology), using implicit association tests and eye-tracking tests. The method employed includes qualitative research techniques (survey) and quantitative neuromarketing techniques, through eye-tracking (ET) and Implicit Association Test (ET/IAT). The eye-tracking results show that design elements in portals can enhance the user experience by attracting more attention and keeping users on the page longer. Interviews reveal that students find the new design attractive, easy to use, and more accessible, facilitating access to course materials. The third phase confirms that although the design does not affect the speed of fixation on specific elements, it does improve overall attention and user retention on the page. The value of the study lies in demonstrating that good web portal design can significantly improve the user experience, increasing attention, dwell time, and the likelihood of return. The main practical applicability is the optimization of educational platforms and other websites, improving their usability and visual appeal to maximize user interaction and satisfaction, which is crucial for the success and effectiveness of these portals.