Εισαγωγή στην αλληλεπίδραση Ανθρώπου Υπολογιστή; 2015 Σεμινάριο στο ΜΠΣ 'Εφαρμοσμένη οικονομική' 12/2015

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nitse@ece.upatras.grtselios.weebly.com Twitter: nitse1

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- Human Computer Interaction

``: , , .' [ISO 9241]

: www.useit.com

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Nielsen

: {,,} ;

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: 1 20 80 / (Bias & Mayhew, 2005)20*230 *80= 368.000 10sec ->1022 ->25.5 1022 *20 /= 20,440 taxisnet 4.000.000*5 = 333.333 *20 /= 6,7 . 15.000 server

Formative evaluation ( ) ( ) Summative Evaluation ( )

12/3/20156

(Heuristics) (Nielsen) / 50/1. ( 10k euro, 500k euros)

(1/3)

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Nielsen 10 : . , . - : (.. , , ) : (.. ), undo/redo, (.. back, forward ) : , : , (2/3)

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6. : , 7. : , 8. : , 9. : 10. : . ,

(3/3)

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Heuristics Hall of shame

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N ( 1 - (1-L) )nRule of thumb: 5 80% 13% L=0,19-0,51 ( 0,34), N=16-50 ( 35 ): http://www.nngroup.com/articles/how-to-conduct-a-heuristic-evaluation/ Credits to : Nielsen, J. (1/1/95).

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Old Computinghome pageNew Computinghome page

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, ( )

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-14Eye tracking :

12/3/201514

-Eye trackingKatsanos, C., Tselios, N., & Avouris, N. (2010). Evaluating Web site Navigability: Validation of a tool-based approach through two eye-tracking studies. New review of Hypermedia and Multimedia, 16(1-2), pp. 195-214.

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: Software interface + hypertext system

, Hypertext system look and feel, , Software interface (): , (): , .Information oriented Task oriented- : Jesse James Garrett, The Elements of User Experience, 2000, http://www.jjg.net/elements/pdf/elements.pdf

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(threshold) log files H (stickiness)

Huberman, B. A., Pirolli, P. L., Pitkow, J. E., & Lukose, R. M. (1998). Strong regularities in world wide web surfing. Science, 280(5360), 95-97.

d=10 10 p=0 link 10 p 4.3 Apple : 4.7 5.5 (Iphone 6, 6s): http://www.slideshare.net/nitse1/does-size-matter-34663474

: Cost benefit analysis : : 9.67 . 1.308.000 6.800.000 $

23000$ 9750 $ 34950$ 68000$

1 : 68000$ 6.800.000=1:100 , 2 educated guess 20 50%, 100% Task completion rate, Time on task

(Wong, 2003) 50GBP

120.000 30% () 5 25% conversion rate -> 25%*36.000=9000*5=45000 () 4.5:1 (ROI: 350%)

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K Wong, C. Y. (2003). Applying Cost-Benefit Analysis for Usability Evaluation Studies on an Online Shopping Website. In19th International Symposium on Human Factors in Telecommunication.

2 (Bias & Mayhew, 2005)

3-10 20 2 . documentation 1.5 60 .60*8*20 /= 9600

Web site business successformula for website success: B=VCLB= V= C= conversion rate ( ). ecommerce sites (2015), 2%. 1% 10 L= loyalty rate ( . ) 42

MetricAverage ImprovementAcross Web ProjectsSales / conversion rate100%Traffic / visitor count150%User performance / productivity161%Use of specific (target) features202%

Conversion rates: Traffic numbers, page viewsUser performance, Target feature usage, ,

2008/ 2002 ( http://www.useit.com/alertbox/roi.html )

863 . /: 8-13% budget. Median value 10%10% web site usability 83% B (2008). 2002 135% ! loyalty: ( ) ,

Goodintranet usability (Q1)$7.5 M/yearAverageintranet usability (median)$9.9 M/yearPoorintranet usability (Q3)$12.9 M/year

Success rates2000: 61% ( 39% )2010: 78% 262 websites

6% /

ROIUser Effectivenessincrease success rate and reduce users errorsimprove ease of use and ease of learningincrease user productivity and user satisfactionreduce support costs and training costsincrease user trust in the system

Development Costsreduce development costs and timereduce maintenance costs

Revenueincrease product sales, revenue and market shareincrease site traffic and transactions/purchasesattract and retain more customers

= + +

50%

: 600 15 4 /, 15 /

Sun Microsystems 7500$ (www.useit.com )

Moores Lawtransistorsspeeddiscscost195019902030Slide idea by Bill Buxton

Computerabilities

195019902030

2000BChumanabilitiesSlide idea by Bill Buxton

?Slide idea by Bill Buxton

system performance

Bias, R. G., & Mayhew, D. J. (Eds.). (2005). Cost-justifying usability: an update for an Internet age, 2nd edition. San Francisco: Morgan Kaufmann.Dix, A., Finlay J., Abowd, G., & Russell, B. (2004). Human-computer interaction (3rd edition). Essex, England: Pearson Education Limited (2004).Morville, P., & Rosenfeld, L. (2006). Information Architecture for the World Wide Web: Designing Large-Scale Web Sites 3rd ed., O'Reilly Media.Tullis, T. & Albert, W. (2008). Measuring the User Experience. Burlington: Morgan Kaufmann.

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