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VALUTAZIONE DELL’USABILITÀ BASATA
SU EYE TRACKING:
ANALISI DEL SITO WEB DEL COMUNE
DI MILANO
Relatore:
Chiar.mo Prof. Marc...
ISO 9241, Part 11:
“Extent to which a product can be used by specified
users to achieve specified goals with effectiveness...
“Usability is a quality attribute that assesses how easy user
interfaces are to use”
JAKOB NIELSEN
Learnability
Efficiency...
USER CENTERED DESIGN
“User Centered Design (UCD) is an approach to design
that grounds the process in information about th...
Why
• Improved user
productivity
• Decreased
development cost
• Better costumers
loyalty
• Reduced costumer
service cost
H...
Usability testing refers to evaluating a product or service
by testing it with representative users
USABILITY TESTING
Bene...
the measurement of eye activity
EYE TRACKING
gaze eye motion /
head position
Where do
we look?
What do we
ignore?
How do
p...
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
Gaz...
CASE STUDY: CHOICE OF THE WEBSITE
www.comune.milano.it
Screenshots
available in
20/10/13
Website of the Municipality of Mi...
Usability Evaluation
TEST GOALS
Heuristic
evaluation
Eye
Tracking
test
HEURISTIC EVALUATION
Evaluator
replaces
User’s profile
System
analysis
Usability
problems
Jakob Nielsen’s 10 Usability
Heu...
•6 users
•20 – 26 years old
•Italian native speakers
Participants
• Qualitative:
• User’s behavior
• Surrendered users
Dat...
Realistic Tasks
TASK
To look for areas
with parking rate
payment in
Milan
To look for the
exhibition areas
of museums and
...
Tobii 1750 and
Tobii Studio
Webcam Internet
Explorer
TOOLS
Preliminary
phase
• Test explanation
• Thinking aloud
• Revealing task
calibration
• How to make a
correct calibration
Tas...
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 Authority’s 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...
THANK YOU
FOR YOUR
ATTENTION
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Valutazione dell'usabilità basata su Eye Tracking: analisi del sito Web del Comune di Milano

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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.

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

  1. 1. VALUTAZIONE DELL’USABILITÀ 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 DELL’INFORMAZIONE, SCIENZE ECONOMICHE E AZIENDALI CORSO DI LAUREA INTERDIPARTIMENTALE IN COMUNICAZIONE, INNOVAZIONE, MULTIMEDIALITA'
  2. 2. 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
  3. 3. “Usability is a quality attribute that assesses how easy user interfaces are to use” JAKOB NIELSEN Learnability Efficiency MemorabilityErrors Satisfaction
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. the measurement of eye activity EYE TRACKING gaze eye motion / head position Where do we look? What do we ignore? How do pupils react?
  8. 8. EYE TRACKER Eye Tracker based on Video – oculography (VOG) • Non-intrusive • Camera • Infra-red illuminators
  9. 9. CALIBRATION Static Dynamic
  10. 10. DATA INTERPRETATION HEAT MAP Hot Area Cold Area Lukewarm Area
  11. 11. GAZE PLOT DATA INTERPRETATION Fixation Saccade
  12. 12. "there is no appreciable lag between what is fixated and what is processed“ - Just and Carpenter EYE – MIND HYPOTHESIS Gaze Cognitive Process
  13. 13. CASE STUDY: CHOICE OF THE WEBSITE www.comune.milano.it Screenshots available in 20/10/13 Website of the Municipality of Milan
  14. 14. Usability Evaluation TEST GOALS Heuristic evaluation Eye Tracking test
  15. 15. HEURISTIC EVALUATION Evaluator replaces User’s profile System analysis Usability problems Jakob Nielsen’s 10 Usability Heuristics for Iterface Design
  16. 16. •6 users •20 – 26 years old •Italian native speakers Participants • Qualitative: • User’s behavior • Surrendered users Data EYE TRACKING TEST
  17. 17. 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
  18. 18. Tobii 1750 and Tobii Studio Webcam Internet Explorer TOOLS
  19. 19. Preliminary phase • Test explanation • Thinking aloud • Revealing task calibration • How to make a correct calibration Task execution • Without observator’s help TEST EXECUTION
  20. 20. ANALYSIS OF THE RESULTS (1) Pop - Up
  21. 21. ANALYSIS OF THE RESULTS (2) Home page • Images • Banners • Long scrolling • Research bar
  22. 22. ANALYSIS OF RESULTS (3) Information architecture (1)
  23. 23. ANALISYS OF RESULTS (4) Information architecture (2)
  24. 24. Designing a Public Authority’s Website is difficult CONCLUSIONS Complex contents and services Complex Management
  25. 25. 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
  26. 26. THANK YOU FOR YOUR ATTENTION

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