Tom Heath Knowledge Media Institute The Open University 30/05/2006 Supporting User Tasks Online...

Tom HeathKnowledge Media Institute

The Open Universityhttp://kmi.open.ac.uk/people/tom

30/05/2006

Supporting User Tasks Onlinethrough Social Networks and

the Semantic Web

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

30/05/20062

Background

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

30/05/20063

things we still can’t do…

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

30/05/20064

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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the semantic web

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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semantic web and theuser experience

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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coming up in the next 30 mins

• online tasks

• tools to support these tasks

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

30/05/20069

net / web usage as task performance

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

30/05/200610

what are these tasks anyway?

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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searching and browsing

• Guha, McCool and Miller (2003)

• Broder (2002)

• Rose and Levinson (2004)

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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what’s the real goal of the user?

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Sellen, Murphy and Shaw (2002)

finding, information gathering, browsing, transacting, communicating, housekeeping

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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and what about the rest of the net?

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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a taxonomy of user tasks online

Heath, Dzbor and Motta (2005)

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

30/05/200616

Locating

Looking for an object or chunk of information which is known or expected to exist; it may or may not have been seen before by the user

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Exploring

Gathering information about a specific concept or entity to gain understanding or background

knowledge of that concept or entity

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Monitoring

Checking known sources that are expected to change, with the express intention of detecting

the occurrence and nature of changes

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Grazing

Moving speculatively between sources with no specific goal in mind, but an expectation that

items of interest may be encountered

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Sharing

Making an object or chunk of information available to others

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Notifying

Informing others of an event in time or a change of state

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Asserting

Making statements of fact or opinion

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Discussing

Exchanging knowledge and opinions with others, on a specific topic

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Evaluating

Determining whether a particular piece of information is true, or assessing a number of

alternative options

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Arranging

Coordinating with third parties to ensure that something will take place or will be possible at

a certain time

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Transacting

Transferring money or credit between two locations; may or may not have some

consequence in the offline world

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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tools that are oriented to the task of the user…

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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…and to their context

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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• social context

• preferences held

• previous experiences

• trusted services

• resources available

• current location

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

30/05/200631

which tool to build?

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

30/05/200632

locating and exploring + social context

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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word of mouth recommendation

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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what might this look like in a system?

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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search results + recommendations from friends?

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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how should results be prioritised?

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Question 1

Who do people seek recommendations from in

different scenarios?

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Question 2

How do they decide whether or not to trust this information?

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Methodology

• In depth interviews with 12 participants

• 4 recommendation seeking scenarios– plumber, hotel, back pain, holiday activities– variation by type of task, criticality of task– “who would you ask for recommendations,

and why”

• Qualitative analysis to identify key themes

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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5 Trust Factors in Word of Mouth Recommendation

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Expertise

“i would probably go and ask my friend who is a plumber or my friend who is a gas fitter,

working on the principle that their domain expertise, their knowledge, is in a similar area”

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

30/05/200642

Experience

“people i know in the area, it’s good to have word of mouth, you know they’ve got

experience good or bad”

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Impartiality

“with travel agents you’d have to question what they were promoting to you - is it because they

get commission?”

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Affinity

“may not ask people who i don’t feel comfortable with, who haven’t got the same values as me, or have a completely different

lifestyle that i don’t relate to”

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Track Record

“I looked on the internet yesterday about going to see a masseur, but they were too expensive so I’ll go back to [ask] my sister as I had a good

experience with her before”

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

30/05/200646

How the Factors are Used

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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expertise and experience cited most frequently

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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The more critical the task, the greater the emphasis on externally validated expertise

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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subjective

affinity expertiseexperience

objectivesolution

factorsemphasised

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Heath, Motta and Petre (2006)

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Implementation

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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locating and exploring of travel and tourism “things”

using social context

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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3 main types of data

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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reviews of travel things

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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social network definitions (FOAF)

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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computed trust ratings…

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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…based on affinity and experience

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Future Work

Supporting Online Tasks through Social Networks and the Semantic WebTom Heath, KMi, The Open University

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Thankyou