VALUTAZIONE DELL’USABILITÀ BASATA SU EYE TRACKING:ANALISI DEL SITO WEB DEL
COMUNE DI MILANO
Relatore:Chiar.mo Prof. Marco PortaCorrelatrice:Chiar.ma Prof. Lidia Falomo
Tesi di Laurea di:Salvatore Tinebra
a.a. 2012-13
UNIVERSITA’ DEGLI STUDI DI PAVIADIPARTIMENTI DI SCIENZE POLITICHE E SOCIALI, STUDI UMANISTICI,
INGEGNERIA INDUSTRIALE E DELL’INFORMAZIONE,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, effi ciency and satisfaction in a specified context of
use”
USABILITY
effectiveness
• Goals achievement
• Actions
effi cience
• 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
Cognitiv
e 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 User’s profile
System analysis
Usability problems
Jakob Nielsen’s 10 Usability Heuristics for Iterface Design
•6 users•20 – 26 years old•Italian native speakers
Participants
• Qualitative:• User’s behavior• Surrendered users
Data
EYE TRACKING TEST
Realistic Tasks
TASK
To look for parking areas
with fee 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
Taskexecution
• Without observator’s 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 Authority’s Website is diffi cult
CONCLUSIONS
Complex contents and
services
Complex Management
CONCLUSIONS
Pop - Up
To be avoided
Too invasive
Research bar
Graphical ly recognizable
Optimal posit ion
Banners
Banner bl indness
Display advert is ing or minor information
Information
Optimal organization
Anchors
Card sort ingBest results
Short scrol l ing
THANK YOU FOR YOUR
ATTENTION