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Content or Graphics
Universal Access:More People. More Situations
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/WebbyAwards
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Content or Graphics
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Question: How can we identify characteristics of good websites on a large scale?
Question: How can we turn these characteristics into empirically validated guidelines?
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•Conduct Usability Studies:•Hard to do on a large scale
•Find a corpus of websites already identified as good!
Use the WebbyAwards database
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Content or Graphics
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• Details about WebbyAwards 2000
• Qualities of highly rated websites
• Relative importance of Content & Graphics
• Empirically validated design guidelines
• Future Plans: WebbyAwards 2001, user studies etc.
Talk Plan
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Criteria for submission to the WebbyAwards
• Anyone who has a current, live website
• Should be accessible to the general public
• Should be predominantly in English
• No limit to the number of entries that each person can make
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Site Category
• Sites must fit into at least one of 27 categories. For example:
•Arts•Activism•Fashion•Health•News•Radio
•Sports•Music•News •Personal Websites•Travel•Weird
Sites can be listed in multiple categories
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3 Stage Judging Process
• Review Stage: From 3000 to 400 sites– 3 judges rate each site on 6 criteria, and cast a
vote if it will go to the next stage
• Nominating Stage: From 400 to 135 sites– 3 judges rate each site on 6 criteria, and cast a
vote if it will go to the next stage
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• People’s Voice: 135 to 27 sites– Anyone can vote for their favorite site
among the ones in the final stage
• Final Stage: From 135 to 27 sitesJudges casts vote for favorite site
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Criteria for judging
• 6 criteria– Overall Site Experience– Five specific Criteria
• Content• Structure and Navigation• Visual Design• Interactivity• Functionality
• Scale: 1-10 (highest)
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• ContentContent: is the information provided on the site.
Good content is engaging, relevant, appropriate for the audience-you can tell it's been developed for the Web because it's clear and concise and it works in the medium …
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• Structure & NavigationStructure & Navigation: is the organization of information and navigation.
Sites with good structure and navigation are consistent and effective. They allow you to form a mental model of the information provided …
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• Visual DesignVisual Design: is the appearance of the site.
Good visual design is high quality, appropriate, and relevant for the audience and the message it is supporting …
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• InteractivityInteractivity: is the way a site allows a user to do something.
Good interactivity is more than sound effects, and a Flash animation. It allows the user to give and receive. Its input/output in searches, chat rooms, ecommerce etc.…
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• FunctionalityFunctionality: is the use of technology on the site.
Good functionality means the site loads quickly, has live links, and any new technology used is functional and relevant for the intended audience …
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• Overall ExperienceOverall Experience: The overall experience encompasses content, structure and navigation, visual design, functionality, and interactivity, but it also encompasses the intangibles that make one stay or leave…
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Webby Judges– Internet professionals who work with and on
the internet: new media journalists, editors, web developers, and other Internet professionals
– have clearly demonstrable familiarity with the category which they review
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Quick Review of Judging Process
Criteria for judgingCriteria for judging: • FunctionalityFunctionality
• InteractivityInteractivity
• Overall ExperienceOverall Experience
• ContentContent
• NavigationNavigation
• Visual DesignVisual Design
• Nominating StageNominating Stage: 400 to 135 sites, each sites judged by 3 judges
• Review StageReview Stage: 3000 to 400 sites, each site judged by 3 judges
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Are we sampling from the whole range of websites (good to bad) in the Review Stage?
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Review Stage: The whole range of sites, good to bad
Ove
rall
Rat
ing
Mean = 6.01SD = 1.59
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Classification Accuracy for SitesClassification Accuracy for Sites = 91%= 91%
Can votes be predicted by specific criteria?Statistical Technique: Discriminant analysisQuestion: Can we predict the votes from the 5 specific criteria?
Can overall rating be predicted by specific criteria?
Statistical Technique: Regression analysisQuestion: What % variance is explained by 5 criteria
Percentage variance explainedPercentage variance explained = 89%= 89%
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What criteria contribute most to overall rating?
Figure 2a. Review StageContribution of Specific Criteria to Overall Site
Rating
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
Content Navigation VisualDesign Interactivity Functionality
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Nominating Stage Analysis• 6 criteria
– Content, Structure & Navigation, Visual Design, Functionality & Interactivity
– Overall experience
• 400 sites
• 3 judges rated each site
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Nominating Stage: Top sites for each category
Mean = 7.6SD = 1.66
Ove
rall
Rat
ing
overall
10.09.08.07.06.05.04.03.02.01.0
300
200
100
0
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What criteria contribute to overall rating at Nominating
Stage?
00.10.20.30.40.50.60.70.80.9
1
Content Navigation VisualDesign Interactivity Functionality
Contribution of Criteria(Correlation)
Unique Contribution of Criteria(Partial Correlation)
77% variance explained in overall rating77% variance explained in overall rating
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Unique Contribution of Content and Visual Design
Partial Correlations
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
Review Stage Nominating Stage
Content
Visual Design
•People’s Voice Ratings also indicate that people vote for sites with better content rather than better visual design
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Summary of Findings
• The specific ratings do explain overall experience.
• The best predictor of overall score is content.
• The second best predictor is interactivity.
• The worst predictor is visual design
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Content or Graphics 7th Conference onHuman Factors and the Web
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Are there differences between categories?
Focus on a few CategoriesArt, Commerce & Radio
•Arts•Activism•Fashion•Health•News
•Sports•Music•News •Personal Websites•Travel
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ArtArts: Contribution of criteria to overall rating
Variance explained = 93%
0.50.550.6
0.650.7
0.750.8
0.850.9
0.951
Content Navigation VisualDesign Interactivity Functionality
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Commerce SitesCommerce Sites: Contribution of criteria to overall rating
Variance explained = 87%
0.50.550.6
0.650.7
0.750.8
0.850.9
0.951
Content Navigation VisualDesign Interactivity Functionality
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Radio SitesRadio Sites: Contribution of criteria to overall rating
Variance explained = 90%
0.50.550.6
0.650.7
0.750.8
0.850.9
0.951
Content Navigation VisualDesign Interactivity Functionality
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Conclusions• The importance of criteria varies by category.
• Content is by far the best predictor of overall site experience. Interactivity comes next.
• Visual Design does not have as much predictive power except in specific categories
Can we develop design guidelines by identifying characteristics of good web pages?
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Study 2
• An empirical bottom-up approach to developing design guidelines
–Challenge: How to go use Webby criteria to inform web page design?
–Answer: Identify quantitative measures that characterize pages
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Quantitative Measures– Page Composition
• words, links, images, …
– Page Formatting • fonts, lists, colors, …
– Overall Characteristics • information & layout
quality
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Quantitative page measures
•Word Count•Body Text %•Emphasized Body Text %•Text Cluster Count•Link Count•Page Size•Graphic %•Color Count •Font Count
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Quantitative Measures: Word Count
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Study Design
Low Rated SitesBottom 33%
Webby Ratings
Highly Rated SitesTop 33%
Quantitative Page Metrics
•Word Count, Body Text %, Text Cluster Count, Link Count etc.
Model AccuracyAcrossCategories
67%
63%
WithinCategories
83%
76%
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Classification Accuracy• Comparing Top vs. bottom • Accuracy higher for within categories
N Top BottomOverall 1286 67% 63%Community 305 83% 92%Education 368 76% 73%Finance 142 77% 93%Health 165 93% 87%Living 106 42% 76%Services 208 86% 75%Cat. Avg. 76% 83%
Classification Accuracy
Within Categories
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What page metrics predict site quality
• All metrics played a role– However their role differed for various categories
of pages (small, medium & large)
• Summary– Across all pages in the sample
• Good pages had significantly smaller graphics percentage
• Good pages had less emphasized body text• Good pages had more colors (on text)
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Role of Metrics for Medium Pages (230 words on average)
• Good medium pages – Emphasize less of the body text– Appear to organize text into clusters (e.g.,
lists and shaded table areas)– Use colors to distinguish headings from
body text
• Suggests that these pages– Are easier to scan
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No Text ClusteringNo SelectiveHighlighting
Low Rated Page
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SelectiveHighlighting
High Rated Page
Text Clustering
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Why does this approach work?
• Superficial page metrics reflect deeper aspects of information architecture, interactivity etc.
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Future work
• Do similar analysis for Webby2001• Add more metrics
– Aspects of info, navigation, and graphic design
• Category-based profiles– Use clustering to identify different kinds of good
and poor sites – These can be used to suggest alternative designs
• Do user studies to verify guidelines
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In Summary
• Developing an understanding of characteristics of good pages and also generating empirically validated design guidelines
• Laying the foundation for a new methodology– Empirical, bottom up
• Can predict if a page is good or not with some accuracy
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More information:
http://sims.berkeley.edu/~sinha/WebbyAwards