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540-310 Human Factors in Information Seeking and Use

540-310 Human Factors in Information Seeking and Use. Wooseob Jeong. Don’t Make Me Think! (1). Don’t Make Me Think! (2). Don’t Make Me Think! (3). Don’t Make Me Think! (4). Don’t Make Me Think! (5). Fact of Life #1. We don’t read pages. We scan them. We’re usually in a hurry.

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540-310 Human Factors in Information Seeking and Use

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  1. 540-310Human Factors in Information Seeking and Use Wooseob Jeong

  2. Don’t Make Me Think! (1)

  3. Don’t Make Me Think! (2)

  4. Don’t Make Me Think! (3)

  5. Don’t Make Me Think! (4)

  6. Don’t Make Me Think! (5)

  7. Fact of Life #1 • We don’t read pages. We scan them. • We’re usually in a hurry. • We know we don’t need to read everything. • We’re good at it: newspaper, magazine, …

  8. Fact of Life #2 • We don’t make optimal choices. We satisfice. • We’re usually in a hurry. • There’s not much of a penalty for guessing wrong. • Weighing options may not improve our chances. • Guessing is more fun.

  9. Fact of Life #3 • We don’t figure out how things work. We muddle through. • Many people type URLs in Yahoo’s search box. • It’s not important to us. • If we find something that works, we stick to it.

  10. Information Architecture Components • Organization Systems • How we categorize information • Labeling Systems • How we represent information • Navigation Systems • How we browse or move through information • Searching Systems • How we search information • Library Analogy

  11. Challenges of Organization Information • Ambiguity • Heterogeneity • Differences in Perspectives • Internal Politics

  12. Exact Organization Schemes • Alphabetical • Chronological • Geographical

  13. Ambiguous Organization Schemes • Topic • Task • Audience • Metaphor • Hybrids

  14. Organization Structures • The Hierarchy: A Top-Down Approach • Narrow and deep vs. broad and shallow • The Database Model: A Bottom-Up Approach • Relational DB • Hypertext • Web

  15. Varieties of Labels • Contextual Links • Hyperlinks to chunks of information on other pages or to another location on the same page. • Headings • Labels that simply describe the content that follows them, just as print headings do. • Navigation System Choices • Labels representing the options in navigation systems. • Index Terms • Keywords and subject headings that represent content for searching or browsing

  16. Labels Within Navigation Systems • Almost standardized • Main, Main Page, Home • Search, Find, Browse, Search/Browse • Site Map, Contents, Table of Contents, Index • Contact, Contact Us • Help, FAQ, Frequently Asked Questions • News, News & Events, Announcements • About, About Us, Who We Are

  17. Building Labeling Systems • Sources of Labeling Systems • Your site • Comparable and competitive sites • Controlled vocabularies and thesauri • Creating New Labeling Systems • Content analysis • Content authors • User advocates and subject matter experts • users

  18. Embedded Navigation Systems • Global (Site-Wide) Navigation Systems • Local Navigation Systems • Contextual Navigation • Supplemental Navigation Systems • Sitemaps • Site Indexes • Guides • Search

  19. Does Your Site Need Search? • Does your site have enough content? • Will investing in search systems divert resources from navigation systems? • Do you have the time and know-how to optimize your site’s search system? • Are there better alternatives? • Will your site’s users bother with search?

  20. When you should implement search systems • Search helps when you have too much information to browse • Search helps fragmented sites • Search should be there because users expect it to be there • Search can tame dynamism

  21. Determining Search Zones • Navigation versus destination • Indexing for specific audiences • Indexing by subject • Indexing recent content • Selecting Content Components to Index • Based on HTML tags: title, body, meta, …

  22. Search Algorithms • Pattern Matching Algorithms • Inverted index file • Stemming • Stop words • Recall & precision • Other Approaches • Cited by • Active bibliography (related documents) • Users who viewed this document also viewed • Similar documents based on text • Related documents from co-citation

  23. Query Builders • Spell-checkers • Phonetic tools • Stemming tools • Natural language processing tools • Controlled vocabularies and thesauri

  24. Presenting Results • Which Content Components to Display • <title>, <meta>, or <body> • How Many Documents to Display • Listing Results • Sorting by alphabet • Sorting by chronology • Ranking by relevance • Ranking by popularity (Google) • Ranking by users’ or experts’ ratings • Ranking by pay-for-placement

  25. When “Zero” Hits … • “No dead ends” policy • A means of revising the search • Search tips or other advice on how to improve the search • A means of browsing including sitemap or navigation system • A human contact if searching and browsing won’t work

  26. Top Ten Guidelines • For Homepage Usability • Jakob Nielsen • www.useit.com • http://www.useit.com/alertbox/20020512.html • Homepages are the most valuable real estate in the world. • The homepage is your company’s face to the world. • The homepage is the most important page on most websites, and gets more page views than any other page.

  27. Make the Site’s Purpose Clear(Explain Who You Are and What You Do) 1. Include a One-Sentence Tagline • Summarizes what the site does. (www.baby.com) 2. Write a Window Title with Good Visibility in Search Engines and Bookmark Lists • Don’t start with words like “The” or “Welcome to”. 3. Group all Corporate Information in One Distinct Area • Ex) “About UWM”

  28. Help Users Find What They Need 4. Emphasize the Site’s Top High-Priority Tasks • Offer users a clear starting point 5. Include a Search Input Box • Make your search box at least 25 characters wide, so it can accommodate multiple words without obscuring parts of the user’s query.

  29. Reveal Site Content 6. Show Examples of Real Site Content - Show some of your best or most recent content. 7. Begin Link Names with the Most Important Keyword - Links are the action items - Don’t start all the links with the company name 8. Offer Easy Access to Recent Homepage Features Ex) www.amazon.com

  30. Use Visual Design to Enhance, not Define, Interaction Design 9. Don’t Over-Format Critical Content, Such as Navigation Areas Users often dismiss graphics as ads. Ex) http://www.haribon.org.ph/ 10. Use Meaningful Graphics Photos of real people actually connected to the topic are better than pictures of models.

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