Human-computer interaction content MBA9009 Human-computer interaction content Website issues

The Importance of Customers The major pressures are labeled the 3Cs Competition “fighting” on customers to succeed : control the 3Cs Customers customers becomes a King/Queen to succeed : finding and retaining customers Change EC is a new distribution channel to succeed : convince customers to go online and then to choose your company over the online competitors

A Model of EC Consumer Behavior Individual Characteristics Age, gender, ethnicity, education, lift style, psychological, knowledge, values, personality Environment Social, family, communities Purchasing decision begins with customer’s reaction to stimuli Stimuli Marketing Price Promotion Product Quality Others Economical Technology Political Cultural Buyers’ Decisions Buy or not What to buy Where (vendor) When How much to spend Repeat purchases Decision Making Process Vendors’ controlled System Logistic Support Payments, Delivery Technical Web design, Intelligent- agents Customer service FAQ, e-mail, Call centers, One-to-one

A Model of EC Consumer Behavior (cont.) Consumer Types Individual consumers: get much of the media attention Organizational buyers: do most of the shopping in cyberspace Purchasing Types Impulsive buyers: purchase products quickly Patient buyers: purchase products after making some comparisons Analytical buyers: do substantial research before making the decision to purchase products or services Purchasing Experiences Utilitarian: shopping “to achieve a goal” or “complete a task” Hedonic: shopping because “it is fun and I love it”

Consumer Purchasing Decision-Making (cont.) The Purchasing Decision-Making Model Need identification (Recognition) Information search (What? From whom?) Alternative evaluation, negotiation and selection Purchase and delivery After purchase service and evaluation

Model of Internet Consumer Satisfaction Logistics Support Customer Service Pricing Attractiveness Web-site Store Front 3rd Party Seal of Approval Trust in Web-shopping Vendor Reputation Repeat Web Purchase (Brand Loyalty) Customer Satisfaction Security Authentication Privacy Transaction Safety Non-repudiation Integrity System Reliability Speed of Operation Ease of Use Content, Quality Format Completeness Timeliness

Keys to successful online business Reliability - must convince consumers business can and will deliver Security - must convince consumers transactions are secure Understanding the audience - will they buy online? Does the audience have access? Image of the business - trust, advertising of site, building image. Service and value add of trade.

Keys to success cont.. Supporting technical infrastructure Customer fulfilment, how, when, where will goods be delivered Capacity to fill orders and fill in a timely manner. Customer service and after sales service Quality of web site and ability of consumer to transact business.

Building a successful commercial website. Easy to use and Rich functionality and Reliable Integrated and Customer satisfaction Equals

Promoting web sites Dozens of millions of web sites and hundreds of millions of pages indexed. How will users find a businesses web site? Range of marketing strategies: online offline

Online marketing strategies Most users use search engines to find specific sites or products, business must ensure their site gets ‘hits’. Search engines: Some search engines will automatically list the site if the URL is sent to them. Other search engines rely on people to enter information sent to them.

Improving search engine results Ensure pages are named - ie have a page title tag. Customise page title for each page using keywords that describe site/business. Business needs to watch and monitor hits to the site and check listings with search engines.

Links to other sites Related businesses can charge users of their site for referrals that result in a sale. Eg A site selling travel might have links to a luggage retailer, insurance agency etc. Joining malls and portals also advertises businesses.

Other strategies Customer loyalty programs Incentive programs E-newsletters Finding out who wants to link to your site Advertising web address electronically

Offline strategies Similar to other businesses Advertising TV, print, radio Brochures Incentives for users shopping online eg lower costs, discounts etc Press releases

Why good design is important Reasons include: Users likely to revisit site again if first experience good Users more likely to make a transaction More successful transactions completed Users’ reactions to a site has direct impact on whether users purchase goods from that site. Users make more use of site and more information distributed if site easily navigated Users are more satisfied,

one study found that “Web sites which are developed using human factors input do actually produce higher user satisfaction levels than sites which, however well crafted technically, have not benefited from this kind of input.”

Usability Usability applies to all aspects of a system with which a human might interact Includes installation and maintenance procedures Usability is not a single, one-dimensional property of a user interface Usability has multiple components and is traditionally associated with five usability attributes.

Usability Attributes 1. Learnability 2. Efficiency 3. Memorability 4. Errors 5. Satisfaction

Learnability: Efficiency: Memorability: The system should be easy to learn so that user can rapidly start getting some work done with the system. Efficiency: The system should be efficient to use, so that once the user has learned the system, a high level of productivity is possible. Memorability: The system should be easy to remember, so that even the casual user is able to return to the system after some period of time not having used it, without having to re-learn everything all over again.

Errors: Satisfaction: The system should have a low error rate, so that users make few errors during the use of the system, and so that if they do make errors they can easily recover from them. Satisfaction: The system should be pleasant to use, so that users are subjectively satisfied when using it.

WEB Design WEB based interfaces offer: Familiarity, popularity is growing quickly Portable and low maintenance interfaces Access to a large audience Effective use of existing infrastructure Ease of development They are seen as strategic for commercial success!

WEB Design Three basic criteria: Effectiveness Affectiveness Well organised, complete and accurate. Affectiveness Captures the viewers attention by being interesting, stimulating, and enjoyable. Navigational Efficiency Easy to find desired information. Material in this lecture adapted from Dave Deal from: Conger, S.A. and Mason, R.O. Planning and Designing Effective Web Sites. Course Technology.

WEB Design Viewers: Surfers Users People who access and view pages. People with a defined interest and will act on or make use of information found.

WEB Design Three basic purposes: To inform To entertain Viewer obtains facts, learn, or understand. Emphasis on completeness, clarity, simplicity. To entertain Viewer wants to have fun. Emphasis on whimsy, surprise, action and variety. To enable exchange Viewer wants to perform a useful action. Emphasis on advertising, persuasion, fast access. Search facilities are used to assist the viewer.

Issues For effectiveness, Text must be: Complete or comprehensive Accurate (or labelled with an accuracy level) Easy to read Clear Useful to a defined audience Concise Tone determines a site’s affectiveness.

Issues cont Variables Layout consider placement of text and other media proximity, alignment, contrast and repetition Typography typefaces (fonts) and type style (italics, bold) Type size Colour Grouping location, alphabetic, time, quantity presenter designed categories

Issues cont Page formatting menus maps frames Table of Contents Dallas Overview Accommodation Restaurants Day Trips Shopping Events …

An Example of a Complex Scene

Organization of Screen Elements Balance Symmetry Regularity Predictability Sequentiality Economy Unity Proportion Simplicity Groupings Source: Dr. Xia Lin, Principles of Good Screen Design, INSYS 110 HCI -- Week 4, College of Information Science and Technology, Drexel University

Balance Equal weight of screen elements Left to right, top to bottom

Balance Unstable

Symmetry Replicate elements left and right of the centre line

Symmetric Asymmetric

Regularity Create standard and consistent spacing on horizontal and vertical alignment points

Regular Irregular

Predictability Put things in predictable locations on the screen

Predictable Spontaneous Icon File Edit View Insert Window Help Kung Foo Search for Movies Cancel OK Enter Keywords: Grasshopper Old blind guy Predictable Icon File Edit View Insert Window Help Kung Foo Search for Movies Cancel OK Enter Keywords: Grasshopper Old blind guy Spontaneous

Predictability User expects title & menu bar on top of screen Visual scene needs to be completely processed - objects not in expected places Icon File Edit View Insert Window Help Kung Foo Search for Movies Cancel OK Enter Keywords: Grasshopper Old blind guy Icon File Edit View Insert Window Help Kung Foo Search for Movies Cancel OK Enter Keywords: Grasshopper Old blind guy

Sequentiality Guide the eye through the task in an obvious way The Eye is attracted to: bright elements over less bright Isolated elements over grouped graphics before text colour before monochrome saturated vs. less saturated colours dark areas before light big vs. small elements unusual shapes over usual ones

Membership Form Name: Address: City: State: Zip: Dues: Pubs: Total: OK Cancel Sequential Membership Form Name: Address: City: State: Zip: Dues: Pubs: Total: OK Cancel Random

Economy Use as few styles, fonts, colours, display techniques, dialog styles, etc., as possible

Membership Form Name: Address: City: State: Zip: Dues: Pubs: Total: OK Cancel Economical Membership Form Name: Address: City: State: Zip: Dues: Pubs: Total: OK Cancel Busy

What colour combinations should be avoided? Colour Clashes What colour combinations should be avoided?

It is very difficult to read red on blue, as the colours are at opposite ends of the spectrum and it makes hard work for the eye and leads to eye strain. It is also very difficult to read blue on red, as the colours are at opposite ends of the spectrum and it makes hard work for the eye and leads to eye strain.

Difficult to read Easy to read Easy to read

Blue and green should never be seen

Compare the boxes The yellow on turquoise looks slightly muddied. The yellow leaps off the black box, clean and bright. These two yellows are exactly the same colour value. Source: Jim Duncan http://www.avalon.net/~librarian/bones/mapdir.html

Blind me! Drive me crazy! On a Web site, colour can be used for destructive purposes: it can obliterate the message you want to convey to your users; it can drive them blind and half-insane; and worse yet, it can cause them to promptly click that Back Button, never to return to your site.                              Source: Jim Duncan http://www.avalon.net/~librarian/bones/mapdir.html

Blind me! Drive me crazy! On a Web site, colour can be used for destructive purposes: it can obliterate the message you want to convey to your users; it can drive them blind and half-insane; and worse yet, it can cause them to promptly click that Back Button, never to return to your site.                              Source: Jim Duncan http://www.avalon.net/~librarian/bones/mapdir.html

By putting bright colours next to each other, you can create some really nasty effects. Mix them and you eliminate what potential value they might have had to enliven or brighten your topic. Source: Jim Duncan http://www.avalon.net/~librarian/bones/mapdir.html

Unity Make items appear as a unified whole (for visual coherence) Use similar shapes, sizes, or colours Leave less space between screen elements than at the margin of the screen

Unity Fragmentation

Proportion Create groupings of data or text by using aesthetically pleasing proportions

Pleasing Proportions Square - 1:1 Square Root of 2 - 1:1.414 Golden Triangle - 1:1.618 Square Root of 3 - 1:1.732 Double Square - 1:2

Name: Address: City: State: Zip: Dues: Pubs: Total: OK Cancel Membership Form Simple Membership Form Name: Address: City: State: Zip: Pubs: Total: OK Cancel Dues: Complex