For citation: Bodrunova S.S., Yakunin A.V. (2016) Metod evristicheskoy ekspertizy dizayna mediaproekta: opyt mezhdistsiplinarnogo podkhoda [Method of Heuristic Expertise of Media Project Design: the Experience of a Multidisciplinary Approach]. Mediaskop 3. Available at: http://mediascope.ru/node/2181
© Svetlana S. Bodrunova
Professor of Political Sciences, Professor at the Department of Management in Mass Communications, Saint Petersburg State University, School of Journalism and Mass Communications (St. Petersburg, Russia), spasibo-tebe@yandex.ru
© Aleksandr V. Yakunin
PhD, Associate Professor at the Department of Media Design and IT for Media, Saint Petersburg State University, School of Journalism and Mass Communications (St. Petersburg, Russia), darveter-1974@mail.ru
Abstract
In today's research on web usability, eye tracking has become one of the most established means of usability assessment. At the same time, the majority of recommendations to young designers by design gurus circulate within the designer community passing from one generation to another empirically untested. At the same time, organizational web spaces that belong to large organizations grow bigger and demand more and more sophisticated and user-friendly design and navigation. In this paper, we discuss a possible quantitative measurement (indexing) of web page usability based on recommendations from some of the most renowned design and usability books and pre-test our usability index via eye tracking, our hypothesis being the following: pages with higher index perform better on eye tracking. We measure two traditional parameters via eye tracking, namely number and length of user glance fixations, and juxtapose the data with the index results for each page. Our results show that, indeed, the data tend to prove our hypothesis right, despite the small number of assessors.
Keywords: visual complexity, web design, usability, user experience, composite-graphic model, eye tracking.
References
Ashmanov I., Ivanov A. (2009) Optimizatsiya i prodvizhenie saytov v poiskovykh sistemakh [Optimization and Promotion of Websites for Search Engines]. St. Petersburg: Piter Publ.
Bakanov A.S., Oboznov A.A. (2011) Ergonomika pol'zovatel'skogo interfeysa: ot proektirovaniya k modelirovaniyu cheloveko-komp'yuternogo vzaimodeystviya [The User Interface Ergonomics: from Design to Modeling Human-computer Interaction]. Moscow: Institute of Psychology, Russian Academy of Sciences Publ.
Blinnikova I.V., Velichkovskiy B.B., Kapitsa M.S., Leonova A.B. (2009) Eksperimental'noe issledovanie preryvaniy v komp'yuterizirovannoy deyatel'nosti: analiz strategiy pereklyucheniy mezhdu osnovnoy i dopolnitel'noy zadachami[Experimental Study of Interruptions in Computerized Activities: Analysis of Strategies of Switching between the Main and Additional Tasks]. Eksperimental'naya psikhologiya 1: 35−51.
Byrne M., Anderson J.R., Douglass S., Matessa M. (1999) Eye tracking the visual search of click-down menus. The SIGCHI Conference on Human Factors in Computing Systems. New York: ACM, pp. 402−409.
Djamasbi S., Siegel M., Tullis T. (2010) Generation Y, web design, and eye tracking. International Journal of Human Computer Studies 68(5): 307–323.
Duchnicky, R.L., Kolers P.A. (1983) Readability of text scrolled on a visual display terminal as a function of window size. Human Factors 25(6): 683-692.
Dyson M.C. (2004) How physical text layout affects reading from screen. Behavior and Information Technology 23(6): 377–393.
Dyson M. C., Kipping G. J. (1998). The effect s of line length and method of movement on patterns of reading from screen. Visible Language 32(2): 150−181.
Chaparro B., Bernard M. (2001) Finding Information on the Web: Does the Amount of White Space Really Matter? Proceedings of the Tenth Annual Usability Professionals' Association Conference. Режим доступа: http://psychology.wichita.edu/surl/usabilitynews/2W/whitespace.htm
Enzh E. (2011) SEO. Iskusstvo raskrutki saytov: per. s angl [The Art of Websites' Promoting. Translation from English]. St. Petersburg: BKhV-Peterburg Publ.
Garret Dzh.(2008) Veb-dizayn: Elementy opyta vzaimodeystviya[Web Design: Elements of User Experience]. Moscow: Simvol-Plyus Publ.
Geissler G., Zinkhan G., Watson R.T. (2006) The influence of home page complexity on consumer attention, attitudes, and purchase intent. Journal of Advertising 35(2): 69–80.
Germonprez M., Zigurs I. (2003) Causal Factors for Web Site Complexity. Working Papers on Information Environments, Systems and Organizations 3(13): 3–13.
Grappone J., Couzin G. (2011) Search Engine Optimization: An Hour a Day. Indianapolis, Indiana: Wiley Publishing.
Huang M.H. (2003) Designing website attributes to induce experiential encounters. Computers in Human Behavior 19(4): 425–442.
Hyunjin S., Schwarz N. (2008) If it's hard to read, it's hard to do: Processing Fluency Affects Effort Prediction and Motivation. Psychological Science 19: 986–988.
Khassler M. (2010) Veb-analitika [Web Analytics]. Moscow: Eksmo Publ.
Langville A.N., Meyer C.D. (2006) Google's PageRank and Beyond: The Science of Search Engine Rankings. Princeton: Princeton University Press.
Ledford D., Tayler M. E. (2008) Google Analytics 2.0: analiz veb-saytov[Google Analytics 2.0: Website Analysis]. Moscow: Dialektika Publ.
Manning K., Ragkhavan P., Shyuttse Kh. (2011) Vvedenie v informatsionnyy poisk [Introduction to Information Retrieval]. Moscow: Vil'yams Publ.
Melikhov D.S. Sarmatov I.I. (2010) Veb-analitika: shag k sovershenstvu[Web Analytics: Steps towards Perfection]. Kiev: Analitik Intellekt Servis Publ.
Michailidou E., Haper S., Bechhofer S. (2008) Visual complexity and aesthetic perception of web pages. Proceedings of the 26th Annual ACM International Conference on Design of Communication. New York: ACM, pp. 215−224.
Nil'sen Ya. (2002) Dizayn Web-stranits. Analiz udobstva i prostoty ispol'zovaniya 50 uzlov [Web-pages' Design. Analysis of the 50 Knots' Usability]. Moscow: Vil'yams Publ.
Nielsen J. (2006) F-shaped pattern for reading web content. Jacob Nielsen's Alertbox, April 17. Режим доступа: http://www.nngroup.com/articles/f-shaped-pattern-reading-web-content/
Rechinskiy A.V., Sergeev S.F. (2012) Razrabotka pol'zovatel'skikh interfeysov: yuzabiliti-testirovanie interfeysov informatsionnykh sistem. Uchebnoe posobie [The User Interfaces' Development: Usability Testing of Information Systems' Interfaces. Tutorial]. St. Petersburg: Politechnical Univ. Publ.
Schmutz P., Roth S. P., Seckler M., Opwis K. (2010) Designing product listing pages − effects on sales and users' cognitive workload. International Journal of Human Computer Studies 68: 423−431.
Sergeev S.F. (2012) Yuzabiliti-testirovanie interfeysov informatsionnykh sistem v gumanitarnykh naukakh i iskusstve [Usability Testing of Information Systems' Interfaces in the Humanities and Arts]. St. Petersburg: St. Petersburg St. Univ. Publ.
Ueynshenk S. (2012) 100 glavnykh printsipov dizayna: kak uderzhat' vnimanie [100 main Design Principles: How to Keep the Attention]. St. Petersburg: Piter Publ.
Velichkovskiy B.M. (2010) Issledovanie kognitivnykh funktsiy i sovremennye tekhnologii [The Study of Cognitive Functions and Modern Technology]. Vestnik RAN 80(5): 440.
Velichkovskiy B.B., Zlokazova T.A., Kapitsa M.S. (2010) Effektivnost' obrabotki preryvaniy v usloviyakh svobodnykh i vynuzhdennykh pereklyucheniy [The Efficiency Interruptions' Processing in the Conditions of Uncontrolled and Forced Switching]. Eksperimental'naya psikhologiya 3(2): 45–57.