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

2. 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

3. 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, ,
Call centers,
One-to-one

4. 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”

5. 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

6. 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

7. 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.

8. 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.

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

10. 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

11. 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.

12. 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.

13. 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.

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

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

16. 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,

17. 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.”

18. 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.

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

20. 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.

21. 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.

22. 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!

23. 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.

24. 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.

25. 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.

26. 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.

27. 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

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

29. An Example of a Complex Scene

30. 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

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

32. Balance
Unstable

33. Symmetry
Replicate elements left and right of the centre line

34. Symmetric
Asymmetric

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

36. Regular
Irregular

37. Predictability
Put things in predictable locations on the screen

38. 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

39. 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

40. 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

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

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

46. 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.

47. Difficult to read
Easy to read
Easy to read

48. Blue and green should never be seen

49. 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

50. 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

51. 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

52. 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

53. 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

54. Unity
Fragmentation

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

56. 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

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