Valutazione dell'usabilit  basata su Eye Tracking: analisi del sito Web del Comune di Milano

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    29-Aug-2014
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Presentazione relativa alla tesi di laurea con argomento la valutazione dell'usabilità tramite eye tracking, con particolare riferimento all'analisi del sito web del Comune di Milano.

Transcript of Valutazione dell'usabilit  basata su Eye Tracking: analisi del sito Web del Comune di Milano

  • VALUTAZIONE DELLUSABILIT BASATA SU EYE TRACKING: ANALISI DEL SITO WEB DEL COMUNE DI MILANO Relatore: Chiar.mo Prof. Marco Porta Correlatrice: Chiar.ma Prof. Lidia Falomo Tesi di Laurea di: Salvatore Tinebra a.a. 2012-13 UNIVERSITA DEGLI STUDI DI PAVIA DIPARTIMENTI DI SCIENZE POLITICHE E SOCIALI, STUDI UMANISTICI, INGEGNERIA INDUSTRIALE E DELLINFORMAZIONE, SCIENZE ECONOMICHE E AZIENDALI CORSO DI LAUREA INTERDIPARTIMENTALE IN COMUNICAZIONE, INNOVAZIONE, MULTIMEDIALITA'
  • ISO 9241, Part 11: Extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use USABILITY effectiveness Goals achievement Actions efficience Errors Time Mental load satisfaction Qualitative Quantitative
  • Usability is a quality attribute that assesses how easy user interfaces are to use JAKOB NIELSEN Learnability Efficiency MemorabilityErrors Satisfaction
  • USER CENTERED DESIGN User Centered Design (UCD) is an approach to design that grounds the process in information about the people who will use the product - Usability Professionals Association Iterative process
  • Why Improved user productivity Decreased development cost Better costumers loyalty Reduced costumer service cost How Interviews Card sorting Usability testing Focus groups Questionnaires USER CENTERED DESIGN
  • Usability testing refers to evaluating a product or service by testing it with representative users USABILITY TESTING Benefits Evaluate participants skills Reduced costumer service cost Evaluate time to complete tasks Find out usability problems Evaluate participants satisfaction
  • the measurement of eye activity EYE TRACKING gaze eye motion / head position Where do we look? What do we ignore? How do pupils react?
  • EYE TRACKER Eye Tracker based on Video oculography (VOG) Non-intrusive Camera Infra-red illuminators
  • CALIBRATION Static Dynamic
  • DATA INTERPRETATION HEAT MAP Hot Area Cold Area Lukewarm Area
  • GAZE PLOT DATA INTERPRETATION Fixation Saccade
  • "there is no appreciable lag between what is fixated and what is processed - Just and Carpenter EYE MIND HYPOTHESIS Gaze Cognitive Process
  • CASE STUDY: CHOICE OF THE WEBSITE www.comune.milano.it Screenshots available in 20/10/13 Website of the Municipality of Milan
  • Usability Evaluation TEST GOALS Heuristic evaluation Eye Tracking test
  • HEURISTIC EVALUATION Evaluator replaces Users profile System analysis Usability problems Jakob Nielsens 10 Usability Heuristics for Iterface Design
  • 6 users 20 26 years old Italian native speakers Participants Qualitative: Users behavior Surrendered users Data EYE TRACKING TEST
  • Realistic Tasks TASK To look for areas with parking rate payment in Milan To look for the exhibition areas of museums and exhibits in Milan
  • Tobii 1750 and Tobii Studio Webcam Internet Explorer TOOLS
  • Preliminary phase Test explanation Thinking aloud Revealing task calibration How to make a correct calibration Task execution Without observators help TEST EXECUTION
  • ANALYSIS OF THE RESULTS (1) Pop - Up
  • ANALYSIS OF THE RESULTS (2) Home page Images Banners Long scrolling Research bar
  • ANALYSIS OF RESULTS (3) Information architecture (1)
  • ANALISYS OF RESULTS (4) Information architecture (2)
  • Designing a Public Authoritys Website is difficult CONCLUSIONS Complex contents and services Complex Management
  • CONCLUSIONS Pop - Up To avoid Too invasive Research bar Graphically recognizable Optimal position Banners Banner blindness Display advertising or minor information Information Optimal organization Anchors Card sortingBest results Short scrolling
  • THANK YOU FOR YOUR ATTENTION