UX and Usability of Websites: A cultural perspective

Transcription

1 UX and Usability of Websites: A cultural perspective Ather Nawaz, PhD. Lecturer Copenhagen Business School 16 Oct 2015

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3 Overview Outline Denmark, CBS UCD, Usability and UX Website UX Cultural perspective Evaluation ( Card sorting) Summary

4 Denmark Denmark

5 Denmark caroline wozniacki Denmark

6 Copenhagen

7 Copenhagen Business School Established 1917 Type Public University Budget Funding (million euro) Academic staff Admin. staff 1,065 Students Exchange program Programs s langage 566: full time,720: part time 17,000 (1,903 foreign students) 320+ universities and business schools around the world 43% English

8 Eduniversal RANKING: Copenhagen Business School ( CBS) Europe 2 World 3 Financial times MSc-ranking [1] Year Position

9 User-Centred Design Process and Tools

10 What is User-centered Design ( UCD) An approach to User Interface (UI) development and system development. Focuses on understanding: Users, and Their goals and tasks, and The environment (physical, organizational, social) Pay attention to these throughout development

11 Essential activities in UCD (ISO , 2010) The activities are carried out in an iterative fashion, with the cycle being repeated until the particular usability objectives have been attained start Understand and specify the context of use Carry out user based assessment Specify the user and organisational requirements Produce prototypes Meets requirement

12 1. Analysis Analysis Design Evaluation Implementation Deployment Surveys Interviews Focus groups Advanced observation techniques Field studies Contextual inquiries Ethnography

13 2. Design Analysis Design Evaluation Implementation Deployment Wireframes Detailed design Paper prototypes Online mockups Functional prototypes

14 3. Evaluation Analysis Design Evaluation Implementation Deployment Guidelines reviews Heuristic evaluation Design walkthoughs ("cognitive walkthroughs") Usability testing and UX evaluation

15 3. Implementation and deploy Analysis Design Evaluation Implementation Deployment

16 UX and Usability of Websites: A cultural perspective

17 User Experience Outline UX: A person ś perception and responses that result from the use or anticipated use of a product, system or service ISO ).

18 Evaluation Nawaz, A., Helbostad,J., Chiari, L., Chesani, F., and Cattelani, L. (2015) User Experience (UX) of the Fall Risk Assessment Tool (FRAT-up)., The 28th IEEE International Symposium on Computer-Based Medical Systems (CBMS 2015)

19 Nawaz, A. (2013). Website User Experience: A Cross-cultural Study of the Relation Between Users Cognitive Style, Context of Use, and Information Architecture of Local Websites. Frederiksberg: Copenhagen Business School [Phd]. (PhD Series; Nr )

20 Cultural differences in category formation Western cultures group objects together based on shared object attributes. Eastern Culteres group objects together based on shared relationships Nawaz, A. (2013). Website User Experience: A Cross-cultural Study of the Relation Between Users Cognitive Style, Context of Use, and Information Architecture of Local Websites. Copenhagen Business SchoolCopenhagen Business School, Institut for IT-LedelseDepartment of IT Management.

21 Example of classification for sports goods Thematic Taxonomic Nawaz, A. (2013). Website User Experience: A Cross-cultural Study of the Relation Between Users Cognitive Style, Context of Use, and Information Architecture of Local Websites. Copenhagen Business SchoolCopenhagen Business School, Institut for IT-LedelseDepartment of IT Management.

22 Research Question Website information acquisition Analytical cognitive style Desired information on website - Holistic cognitive style: Users try to take holistic approach to see all the relevant information - Analytical cognitive: Users are goal oriented and only look at what is required and not on related information. Nawaz, A. (2013). Website User Experience: A Cross-cultural Study of the Relation Between Users Cognitive Style, Context of Use, and Information Architecture of Local Websites. Copenhagen Business SchoolCopenhagen Business School, Institut for IT-LedelseDepartment of IT Management.

23 Example: Information finding on Websites: Click Analysis Optimal nr. Of clicks to find information

24 Case studies: Comparing E-commerce websites in Pakistan and Malaysia

25 Overview of webpages

26 Focus in Iceberg Surface Visual design Skelton Interaction Design Navigaiton Design Information Design Structure Interaction Design Information Architecture Scope Functional Space Content Requirementcture Strategy User needs Site Objecteives

27 Morville and Rosenfeld s model for Information Claim Architecture Context Users Content Information Architecture

28 Claim Cultural Context of Website Use Cognitive style Different website Structures Shared Cultural context Impact Information Classification Results Knowledge Usability problems

29 Claim CLASSIFICATION Classification of information in the structure of websites should adhere to local users cognitive style for website use and should comply with local users model of information classification on websites THERE ARE DIFFERENT WAYS TO SORT CONTENTS { AND BEST MAY NOT BE WHAT WE MIGH THINK}

30 Outline VEGETABLES? Pineapple carrot tomato bananna Apple peach grapes eggplant bell pepper FRUITS?

31 Research Question Research Question What is a quality fit between the structure of a website and user s model for information classification of the website? RQ 1: What is the nature of website usability in Asia? RQ 2: How comparative analysis of users classification with structure of university website in Pakistan and Denmark reveals elements of cultural context of users in the use of website? RQ 3: How is the match between the structure of websites and users classification of website contents explains the contextual elements of website structure in Pakistan and Malaysia? RQ 4: How the choice of analysis for card sorts study impacts on cross cultural and cultural website research?

32 Nature of Website Usability in Asia Source: ACM, Science Direct, Scopus, Web of science Nawaz, A., & Clemmensen, T. (2013). Website Usability in Asia From Within : An Overview of a Decade of Literature. International Journal of Human-Computer Interaction, 29(4),

33 Nature of Website Usability in Asia Nawaz, A., & Clemmensen, T. (2013). Website Usability in Asia From Within : An Overview of a Decade of Literature. International Journal of Human-Computer Interaction, 29(4),

34 Usability of Religious Websites Aliyu, Mansur, Murni Mahmud, and Abu Osman Md Tap. "Exploring Islamic website features that influence user satisfaction: A conceptual model." Procedia-Social and Behavioral Sciences 65 (2012):

35 DESIGN OF STUDIES Study 1,2: Explorative Study ( PK-DK) Study 3: Case Study ( PK) Study 4: Case study ( MY)

36 ACTIVITIES IN STUDIES Card sorting Card-based brainstorming Information retrieval Usability evaluation Retrospective interview

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38 Research CARD SORTING Question

39 Scenario Cluster or group User Z User X User Y

40 Research Card sorting Question Analysis: Edit-Distance ( Method)

41 First level categories 6.31 (SD ± 2.80) second level categories 1.59 (SD ± 2.69) Pakistan: Putting contents into groups Kitchen appliances Wash Room Dendrogram Bedroom

42 First level categories 6.03 (SD ± 2.40) second level categories 4.76 (SD ± 5.24) Malaysia: Putting contents into groups Dendrogram

43 Answer Depth and Task completion time

44 Relationship between Success and Depth of answer

45 Pakistan: First level: p < Comparison of Information acquisition results

46 From holistic to analytical: Change over time in website users cognitive style!

47 Mental Model and Classification Usability in Asia Maturity level of research on website usability in Asia Primary stage of Development. Focus on usability is not Universal Results Overview

48 Mental Model and Classification Information Classification on University Website Higher edit distance and lower success rate (PK) Higher Task retrieval time ( PK) Edit-Distance of users Results Overview A Comparison of Card sorting Analysis Information structure of a website should not only come from the analysis of card sorting, but should be evaluated by subsequent usability testing.

49 Conclusion Indication that users in Pakistan have a more holistic approach compared to Malaysian and Danish website users in their approach to information acquisition on websites - Users analytical or holistic cognitive styles are tied to the things people do in a culture such as use of language, and the exposure to the technologies and internet use - Subtle differences in users preferences for use of language need to be accommodated in websites - People draw their conception of information structure from the social activities they perform - Understanding the context of use for language choice in a cultural group Using language for upward mobility Using particular language to polish skills to understand a language)

50 Reference Literature INF Research Seminar Nawaz, A., & Clemmensen, T. (2013). Website Usability in Asia From Within : An Overview of a Decade of Literature. InternaKonal Journal of Human-Computer InteracKon, 29(4), Download: hup://goo.gl/txffb0 Nawaz, A. (2012). A Comparison of Card-sorKng Analysis Methods. Proceedings of the 10th Asia Pacific Conference on Computer-Human InteracKon, pp (Matsue, JP, August 28-31) Download: hup://goo.gl/uwdj2p Nawaz, A. (2012). Is It Culture or Is It Learning? A Conceptual Framework of InformaKon Literacy and Flow in relakon to Websites InformaKon Architecture. Paper presented at 4 th ACM Interna-onal Conference on Intercultural Collabora-on, Bengaluru, India, March Download: hup://goo.gl/tvjpgr Nawaz, A. (2011). EvaluaKon of InformaKon ClassificaKon on Websites and Impact of Culture: A Cross Country Comparison of InformaKon ClassificaKon. Paper presented at 13th IFIP TC 13 Interna-onal Conference ( INTERACT), Lisbon, Portugal, September 5-9. Download: hup://goo.gl/h2ubfd Nawaz, A., Clemmensen, T., Hertzum, M. (2011). InformaKon ClassificaKon on University Websites: A Cross-Country Card Sort Study. Paper presented at 34 th IRIS2011, Turku, Finland, August Download: hup://goo.gl/n6rauw Nawaz, A. and T. Clemmensen (2010). Using card sorkng to explore colleckvism in students approaches on a university website. Paper presented at 11th Danish HCI Research Symposium, Copenhagen, Denmark, November 23 Download:: hup://goo.gl/hauua0