1. Trusted Babysitter Ricardo José Flores Galán 10205403 Dissertation submitted in partial fulfillment of the requirements for candidates for the Masters in Web Technologies Supervisor: Victoria MacArthur January 2012

2. OVERVIEW

3. Background Research Question Research Aim Methodology Findings Conclusion Future Work Commercialitation OVERVIEW

4. BACKGROUND

5. As a web designer, I observed that trust is a major factor when engaging with websites as they have to have characteristics that reassure the consumer in different ways. I believe most websites and web applications at the time of writing are not targeting trust as much as they could, especially considering the posibilities of the latest advances in web technologies. TRUST

6. Definition: combination of various terms such as: “belief” (McKnight et al, 1996), “credibility or reliability” (Goldbeck et al, 2003), “confidence or faith” (Shadbolt, 2002), “reputation” (Goldbeck et al, 2004), and “competence and honesty” (Gradison et al, 2000). Cialdini: Six Basic Tendencies of Human Behavior Trust Models: Flavián, Quinn, Bart, Croome TRUST

7. The on-going evolution of internet technology is resulting in increasing possibilities for people to conduct everyday business online. Trust is an important component of human interaction and is also crucial when consumers are interacting with websites offering goods and services. Geolocation has been assumed to influence trust and to the authors knowledge, no existing work has yet tested this proposition. INTERNET AND GEOLOCATION

8. Literature Review & Research Background: lack of trust of the in web apps. Babysitting: delicate / higher level of trust. Proof of concept web application: will be developed and tested in order to measure users trust. This thesis is providing a general solution to enhance trust that could be applied everywhere. PROOF OF CONCEPT

9. TRUST MODEL

10. Based on Quinn’s recommendation to create a personalized model a trust model has been created from key constructs identified in this literature review with the addition of location. The author’s model has been named: location-based trust-enhancement model TRUST MODEL

11. LOCATION-BASED TRUST-ENHANCEMENT MODEL

13. RESEARCH QUESTION

14. Does geolocation increase the level of trust of a web application? RESEARCH QUESTION

15. SINGLE CONTRIBUTION

17. RESEARCH AIM

18. An online trust model was created when combined with the general trust definitions and principles covered in the literature review. In order to test that model, a web application offering location-based information was planned to be developed. Babysitting was chosen as a proof of concept web application. RESEARCH AIM

19. IRELAND TODAY

20. IRELAND TODAY: I-PHONE APPS

21. IRELAND TODAY: WEBSITES

22. METHODOLOGY

24. The literature review has revealed that a general trust solution does not exist. Proposed web application could be enhanced by the use of modern web technologies (geolocation, HTML5) that are available at the present but are not present on the analysed websites. Write once display everywhere (overall solution for both web and i-phone is not available at the present). JUSTIFICATION OF SOLUTION

25. Core components such as geolocation or HTML5 support are still in their infancy. Number of techniques available at the time of writing that were not present in the websites and applications analysed Mental model, Workflow, Scannability, UX design, CSS3, Responsive web design, The grid, HTML5, Geolocation. CORE COMPONENTS

26. Drupal 7 Django Joomla! Ruby on Rails FRAMEWORKS

27. PHASE ONE

28. METHODOLOGY: PHASE ONE

30. analysed websites hard to navigate (registration) not very appealing (web design and user experience) websites that looked more professional were trusted more small fee (suggested by testers) importance of comments and references as a trust generator PHASE ONE FINDINGS

31. The research requirements are based on the findings of the usability tests and paper prototypes of phase one, which were backed by the literature review. Easier registration. Simple payment. Map. Symbolic Fee. Satisfaction rate more visible. Comments or reviews more prominent. More information on how the system works. RESEARH REQUIREMENTS

32. ARCHITECTURE

41. PHASE TWO

42. METHODOLOGY: PHASE TWO

43. FINDINGS METHODOLOGY: PHASE TWO

44. User experience was enhanced significantly despite the log in issue. Web design was improved as well, successfully catering to people with different preferences. Reviews, including times of usage and satisfaction ratings which can be considered as a kind of review, were key for many testers. Showing the importance of user generated content. Location was seen as a way of finding babysitters and reviewers from the web users area, or as a filter. The tabs on top of the map to switch between a map view and a list view of available babysitters in the area were not prominent enough. PHASE TWO FINDINGS

45. OVERALL FINDINGS

46. Quantitative Questionnaire Results: show that the testers were satisfied on an average of 4.13 out of 5 points. A very significant increase with the 2.43 that was achieved in phase one. Qualitative Findings: The qualitative findings showed that a combination of factors rather than a single factor were important for trust. OVERALL FINDINGS

49. TESTERS IN BOTH SESSIONS (1)

50. TESTERS IN BOTH SESSIONS (2)

51. TESTERS IN BOTH SESSIONS (3)

52. TESTERS IN BOTH SESSIONS (4)

53. CONCLUSION

54. This is the first study to examine the relationship between geolocation and trust using usability tests and has highlighted a potential interesting area for further exploration. CONCLUSION

55. xxx CONCLUSION

56. xxx CONCLUSION

57. overall solution to enhance trust based on the addition of geolocation in a web application. usability tests as a way to measure how geolocation affects trust. single contribution to the best of the author's knowledge this approach has not been taken before. first steps and direction of an overall solution for generating trust based on geolocation and modern web technologies. STRENGTHS OF STUDY

58. Number of testers only five users are needed to find almost all the usability problems that a larger group would have found (Nielsen) Number of websites analysed and phases Lack of real data Usability tests location Usability testing desktops only LIMITATIONS OF STUDY

59. COMMERCIALISATION

60. lack of babysitting directories in Ireland. overall solution may be applied to any type of location based service offered online. usability testing has commercialisation potential. COMMERCIALISATION

61. FUTURE WORK

62. There are a lot of opportunities to continue exploring different avenues highlighted in the current research. Specific device web design Comments History Registration Comparing service providers FUTURE WORK

63. DEMO