MBA9009: Lecture 2

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MBA9009
Human-computer interaction content Website
issues
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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

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A Model of EC Consumer Behavior

• Purchasing decision begins with customers
  reaction to stimuli

Decision Making Process
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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

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Consumer Purchasing Decision-Making (cont.)

• The Purchasing Decision-Making Model

Need identification (Recognition)
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Model of Internet Consumer Satisfaction
Customer Satisfaction
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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.

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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.

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

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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.

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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.

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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.

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Other strategies

• Customer loyalty programs
• Incentive programs
• E-newsletters
• Finding out who wants to link to your site
• Advertising web address electronically

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Offline strategies

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

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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,

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• 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.

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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.

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Usability Attributes

• 1. Learnability2. Efficiency3. Memorability4. E
  rrors5. Satisfaction

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• Learnability
• 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.

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• Errors
• 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.

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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!

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WEB Design

• Three basic criteria
• Effectiveness
• 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.
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WEB Design

• Viewers
• Surfers
• People who access and view pages.
• Users
• People with a defined interest and will act on or
  make use of information found.

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WEB Design

• Three basic purposes
• To inform
• 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.

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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 sites affectiveness.

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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

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Issues cont

• Page formatting
• menus maps
• frames

Table of Contents Dallas Overview Accommodation
Restaurants Day Trips Shopping Events
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An Example of a Complex Scene
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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
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Balance

• Equal weight of screen elements
• Left to right, top to bottom

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Balance
Unstable
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Symmetry

• Replicate elements left and right of the centre
  line

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Symmetric
Asymmetric
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Regularity

• Create standard and consistent spacing on
  horizontal and vertical alignment points

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Regular
Irregular
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Predictability

• Put things in predictable locations on the screen

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Predictable
Spontaneous
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Predictability

• User expects title menu bar on top of screen
• Visual scene needs to be completely processed -
  objects not in expected places

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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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Sequential
Random
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Economy

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

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Economical
Busy
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Colour Clashes
What colour combinations should be avoided?
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(No Transcript)
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• 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.
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Difficult to read
Easy to read
Easy to read
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Blue and green should never be seen
Blue and green should never be seen
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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 http//www.avalon.net/libraria
n/bones/mapdir.html
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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 http//www.avalon.net/libraria
n/bones/mapdir.html
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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 http//www.avalon.net/libraria
n/bones/mapdir.html
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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 http//www.avalon.net/libraria
n/bones/mapdir.html
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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

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Unity
Fragmentation
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Proportion

• Create groupings of data or text by using
  aesthetically pleasing proportions

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Pleasing Proportions
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Simple
Dues
Complex