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Content or Graphics? An Empirical Analysis of Criteria for Award-Winning Websites

This study analyzes the criteria for award-winning websites, focusing on the Webby Awards dataset. It examines the qualities that distinguish good websites and the importance of content versus visual design. The findings provide insights for non-professional designers.

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Content or Graphics? An Empirical Analysis of Criteria for Award-Winning Websites

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  1. Content or Graphics? An Empirical Analysis of Criteria for Award-Winning Websites Rashmi Sinha, Marti Hearst & Melody Ivory University of California, Berkeley Maya Draisin International Academy of Digital Arts and Sciences For more information: http://sims.berkeley.edu/~sinha/Webby2000

  2. What are the qualities of award-winning websites • Webby Awards dataset is an untapped resource • Large pool of sites are rated on multiple criteria • Analysis of the dataset can inform us about the qualities that distinguish good from bad websites 7th Conference on Human Factors and the Web

  3. Ultimate Goal: Tools to Help Non-Professional Designers • Examples: • A “grammar checker” to assess guideline conformance • Imperfect • Only suggestions – not dogma • Automatic comparison to highly usable pages/sites • Automatic template suggestions 7th Conference on Human Factors and the Web

  4. The Current Goal • What are the qualities of award-winning websites? • Do good websites in different content categories differ other in terms of importance of different criteria? • What is more important for website quality: Content or Visual Design 7th Conference on Human Factors and the Web

  5. Webby Awards 2000 • Fifth Year in operation • Webby Awards 2000: • 3000 websites from 27 content categories rated on multiple criteria 7th Conference on Human Factors and the Web

  6. Webby Awards 2000 • 6 criteria • Overall Site Experience • Five specific Criteria • Content • Structure and Navigation • Visual Design • Interactivity • Functionality • Scale: 1-10 (highest) 7th Conference on Human Factors and the Web

  7. Judging Process • Open Submission Process • Anyone can submit a site • 3 rounds of Judging • Site Review Stage (from 3000 to 400 sites) • Site Nominating Stage (from 400 to 135 sites) • Final Judging (from 135 to 27) 7th Conference on Human Factors and the Web

  8. Webby Judges • Review Stage Judges • Internet professionals. • Familiarity with content category • Nominating Judges • New media journalists, editors, web developers, and other Internet professionals • Possess comprehensive knowledge of sites in their content category • People’s Voice Ratings • People vote for their favorite sites of the final 135 7th Conference on Human Factors and the Web

  9. Review Stage Analysis • 6 criteria • Content, Structure & Navigation, Visual Design, Functionality & Interactivity • Overall experience • 3000 sites • 3 judges rated each site 7th Conference on Human Factors and the Web

  10. The whole range of sites: Good to Bad Mean = 6.01 SD = 1.59 7th Conference on Human Factors and the Web

  11. What criteria contribute to overall rating? 7th Conference on Human Factors and the Web

  12. What factors predict ratings • The best predictor of the overall score is content. Also the best unique predictor. • The worst unique predictor is visual design 7th Conference on Human Factors and the Web

  13. Review Stage: Interrelationship of Criteria 7th Conference on Human Factors and the Web

  14. Nominating Stage Analysis • 6 criteria • Content, Structure & Navigation, Visual Design, Functionality & Interactivity • Overall experience • 414 sites • 3 judges rated each site 7th Conference on Human Factors and the Web

  15. Mostly Higher Rated Sites Mean = 7.6 SD = 1.66 7th Conference on Human Factors and the Web

  16. What criteria contribute to overall rating? 7th Conference on Human Factors and the Web

  17. Example Webby Content CategoriesArt, Commerce & Radio 7th Conference on Human Factors and the Web

  18. Art 7th Conference on Human Factors and the Web

  19. Commerce Sites 7th Conference on Human Factors and the Web

  20. Radio Sites 7th Conference on Human Factors and the Web

  21. Conclusions • Content is by far the best predictor of overall site experience. • Visual Design does not have much predictive power 7th Conference on Human Factors and the Web

  22. More information: http://sims.berkeley.edu/~sinha/Webby2000 7th Conference on Human Factors and the Web

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