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VALUTAZIONE DELL’USABILITà BASATA SU EYE TRACKING: ANALISI DEL SITO WEB DEL COMUNE DI MILANO

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'.

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VALUTAZIONE DELL’USABILITà BASATA SU EYE TRACKING: ANALISI DEL SITO WEB DEL COMUNE DI MILANO

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  1. 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' 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

  2. USABILITY ISO 9241, Part 11: “Extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfactionin a specified context of use”

  3. Jakob nielsen “Usability is a quality attribute that assesses how easy user interfaces are to use”

  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. USER CENTERED DESIGN

  6. USABILITY TESTing Usability testing refers to evaluating a product or service by testing it with representative users

  7. Eye tracking the measurement of eye activity gaze eye motion / head position

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

  9. Calibration Static Dynamic

  10. Data interpretation HEAT MAP Hot Area Lukewarm Area Cold Area

  11. DATA INTERPRETATION GAZE PLOT Fixation Saccade

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

  13. Case study: choice of the website Website of the Municipality of Milan www.comune.milano.it Screenshots available in 20/10/13

  14. Test Goals Usability Evaluation

  15. Heuristic evaluation Jakob Nielsen’s 10 Usability Heuristics for Iterface Design

  16. Eye tracking test

  17. Task Realistic Tasks

  18. tools

  19. 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. conclusions Designing a Public Authority’s Website is difficult

  25. Conclusions Best results Short scrolling

  26. Thank you for your attention

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