1. VALUTAZIONE DELL’USABILITÀ BASATA SU EYE TRACKING: ANALISI DEL SITO WEB DEL COMUNE DI MILANO Relatore: Chiar.mo Prof. Marco Porta Correlatrice: Chiar.ma Prof. Lidia Falomo Tesi di Laurea di: Salvatore Tinebra a.a. 2012-13 UNIVERSITA’ DEGLI STUDI DI PAVIA DIPARTIMENTI DI SCIENZE POLITICHE E SOCIALI, STUDI UMANISTICI, INGEGNERIA INDUSTRIALE E DELL’INFORMAZIONE, SCIENZE ECONOMICHE E AZIENDALI CORSO DI LAUREA INTERDIPARTIMENTALE IN COMUNICAZIONE, INNOVAZIONE, MULTIMEDIALITA'

2. ISO 9241, Part 11: “Extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use” USABILITY effectiveness Goals achievement Actions efficience Errors Time Mental load satisfaction Qualitative Quantitative

3. “Usability is a quality attribute that assesses how easy user interfaces are to use” JAKOB NIELSEN Learnability Efficiency Memorability Errors Satisfaction

4. 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

5. 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

6. 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

7. the measurement of eye activity EYE TRACKING gazeeye motion / head position Where do we look? What do we ignore? How do pupils react?

8. EYE TRACKER Eye Tracker based on Video – oculography (VOG) Non-intrusive Camera Infra-red illuminators

9. CALIBRATION StaticDynamic

10. DATA INTERPRETATION HEAT MAP Hot Area Cold Area Lukewarm Area

11. GAZE PLOT DATA INTERPRETATION Fixation Saccade

12. "there is no appreciable lag between what is fixated and what is processed“ - Just and Carpenter EYE – MIND HYPOTHESIS Gaze Cognitive Process

13. CASE STUDY: CHOICE OF THE WEBSITE www.comune.milano.it Screenshots available in 20/10/13 Website of the Municipality of Milan

14. Usability Evaluation TEST GOALS Heuristic evaluation Eye Tracking test

15. HEURISTIC EVALUATION Evaluator replaces User’s profile System analysis Usability problems Jakob Nielsen’s 10 Usability Heuristics for Iterface Design

16. 6 users 20 – 26 years old Italian native speakers Participants Qualitative: User’s behavior Surrendered users Data EYE TRACKING TEST

17. Realistic Tasks TASK To look for parking areas with fee in Milan To look for the exhibition areas of museums and exhibits in Milan

18. Tobii 1750 and Tobii Studio WebcamInternet Explorer TOOLS

19. Preliminary phase Test explanation Thinking aloud Revealing task calibration How to make a correct calibration Task execution Without observator’s help TEST EXECUTION

20. ANALYSIS OF THE RESULTS (1) Pop - Up

21. ANALYSIS OF THE RESULTS (2) Home page Images Banners Long scrolling Research bar

22. ANALYSIS OF RESULTS (3) Information architecture (1)

23. ANALISYS OF RESULTS (4) Information architecture (2)

24. Designing a Public Authority’s Website is difficult CONCLUSIONS Complex contents and services Complex Management

25. CONCLUSIONS Pop - Up To be avoided Too invasive Research bar Graphically recognizable Optimal position Banners Banner blindness Display advertising or minor information Information Optimal organization Anchors Card sorting Best results Short scrolling

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