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1
MBA9009
Human-computer interaction content
Website issues
2
The Importance of Customers
– 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
• The major pressures are labeled the 3Cs
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A Model of EC Consumer Behavior
• Purchasing decision begins with customer’s reaction to stimuli
Vendors’ controlled System
Logistic
SupportPayments,Delivery
Technical
SupportWeb design,Intelligent-agents
CustomerserviceFAQ,e-mail,Call centers,One-to-one
DecisionMakingProcess
Stimuli
MarketingPrice
PromotionProductQuality
OthersEconomicalTechnology
PoliticalCultural
Buyers’ Decisions
Buy or notWhat to buy
Where (vendor)When
How much to spendRepeat purchases
IndividualCharacteristics
Age, gender, ethnicity,education, lift style,
psychological, knowledge,values, personality
EnvironmentCharacteristics
Social, family,communities
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• 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”
A Model of EC Consumer Behavior (cont.)
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After purchase serviceand evaluation
Purchase and delivery
Alternative evaluation,negotiation and selection
Information search(What? From whom?)
• The Purchasing Decision-Making Model
Consumer Purchasing Decision-Making (cont.)
Need identification(Recognition)
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Model of Internet Consumer Satisfaction
Customer Satisfaction
Logistics Support
Customer Service
Pricing Attractiveness
Web-site Store Front
3rd PartySeal of Approval
Trust inWeb-shopping
VendorReputation
Repeat Web Purchase (Brand Loyalty)
Security
Authentication
Privacy Transaction Safety
Non-repudiationIntegrity
SystemReliability
Speed of Operation
Ease of Use
Content,Quality
Format
Reliability
Completeness
Timeliness
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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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• 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.
Keys to success cont..
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Building a successful commercial website.
Easy to use
Rich functionality
Reliable
Integrated
and
and
and
EqualsCustomer
satisfaction
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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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• 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,
Why good design is important
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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. Errors5. 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 site’s affectiveness.
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Issues contVariables– 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
DallasOverviewAccommodationRestaurantsDay TripsShoppingEvents
…
Businesses Hotels Day Trips Dallas Restaurants Shopping Events
Great cities Greens Tourist Guide Dallas Overview Accommodation Restaurants Day Trips Shopping Events
Dallas Texas A city of sustained activity. Located in the plains area of Texas, Dallas has inv ested heavily in the development of an enjoyable lifesstyle for its citizens….
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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
Icon
File Edit View Insert Window Help
Kung Foo
Search for Movies
CancelOK
Enter Keywords:Grasshopper Old blind guy
Icon
File Edit View Insert Window Help
Kung Foo
Search for Movies Cancel
OK
Enter Keywords:Grasshopper Old blind guy
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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
Icon
File Edit View Insert Window Help
Kung Foo
Search for Movies
CancelOK
Enter Keywords:Grasshopper Old blind guy
Icon
File Edit View Insert Window Help
Kung Foo
Search for Movies Cancel
OK
Enter Keywords:Grasshopper Old blind guy
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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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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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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.
Compare the boxes
Source: Jim Duncan http://www.avalon.net/~librarian/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/~librarian/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/~librarian/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/~librarian/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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Square - 1:1 Square Root of 2 - 1:1.414 Golden Triangle - 1:1.618
Square Root of 3 - 1:1.732 Double Square - 1:2
Pleasing Proportions
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Simple
Complex
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