[1]
The Effect of Credibility of Host Site Upon Click Rate through Sponsored
Content
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Colbert, Martin
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Oliver, Adam
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Oikonomou, Eleni
Proceedings of the 2014 International Conference on Persuasive Technology
2014-05-21
p.56-67
Keywords: advertisement; sponsored content; click through rate; traffic study; remote
usability test; credibility; halo effect
© Copyright 2014 Springer International Publishing
Summary: This paper demonstrates the effect of website credibility upon the click
rate through Sponsored Content. The study compares three versions of a live
website -- high, medium and low credibility -- and collects quantitative data
from traffic logs, and qualitative data from remote usability tests. The high
credibility version of the website achieved a significantly higher click rate
through sponsored Content, because the site's credibility encouraged visitors
to explore the site for longer, and because the perception of the site overall
'rubbed off' on the perception of the Sponsored Content in particular (a halo
effect). This finding is important, because it shows how site design and
content creation may increase persuasiveness without impairing user experience
-- there is an alternative to Banners and Banner blindness! We hope the paper
helps the on-going rethink of the design of online publications in relation to
their underlying business models.
[2]
Web Analytics: The New Purpose towards Predictive Mobile Games
Long Presentations
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Burns, Mathew
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Colbert, Martin
Proceedings of the 2013 International Conference on Advances in Computer
Entertainment
2013-11-12
p.1-13
Keywords: Web Analytics; mobile games; serious games; prediction; usability;
prediction markets; spread betting; playfulness
© Copyright 2013 Springer International Publishing
Summary: Web Analytics have been confined to an iterative process of collecting
online traffic data for the purpose of drawing conclusions. This research
presents a concept where internet usage traffic can be predicted against
through the means of a mobile game. Through investigating certain industries
use and perceptions of playfulness certain aspects are identified for the
design and development of the game. Using a usability based methodology for
evaluative testing these features are questioned amongst two distinctive
versions. From these, the feasibility of a mobile game and its playfulness for
users is gauged. The research leaves the concept considering what other
contexts web analytics can be used within.
[3]
Studying information interaction in context: some lessons for traffic
experiments
Poster session
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Colbert, Martin
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Oliver, Adam
Proceedings of the 2012 Symposium on Information Interaction in Context
2012-08-21
p.234-237
© Copyright 2012 ACM
Summary: One way of studying information interaction in context is to conduct traffic
experiments. We recently compared different versions of a small website with
low traffic volumes to demonstrate some hypothesised effects on information
interaction. In this paper, we describe the methodological lessons we learnt
when conducting these experiments. The lessons concern: i) implementing
versions of the site in a way that supports parallel testing; and ii) designing
the web site to operationalise information quality variables (persuasiveness,
credibility etc).
[4]
Modelling contexts for information interaction as "360°" user journeys:
an initial illustration with reference to pregnant women quitting smoking
Poster session
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Edwards, Nalini
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Colbert, Martin
Proceedings of the 2012 Symposium on Information Interaction in Context
2012-08-21
p.246-249
© Copyright 2012 ACM
Summary: In this paper, we illustrate use of the "360°" framework and notation to
model persuasive user journeys, with a view to supporting the development of
multi-channel smoking cessation services, applications and information. The
illustration concerns a pregnant woman attempting to quit smoking.
[5]
Does 'Letting Go of the Words' Increase Engagement: a traffic study
Decision making & the web
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Colbert, Martin
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Boodoo, Angela
Proceedings of ACM CHI 2011 Conference on Human Factors in Computing Systems
2011-05-07
v.2
p.655-667
© Copyright 2011 ACM
Summary: This case study explores the effects of written online content on user
engagement, and describes the challenges of conducting experiments on live web
sites. It compares two versions of a website about bicycle maintenance and
repair. One version complied with the guidelines for written online content in
"Letting Go of the Words" (Redish, 2007), the other version did not. Web
metrics suggested visitors were more engaged with the guideline-compliant
version in some respects. Visitors appeared to spend longer on the compliant
site, and were more likely to revisit the compliant site, but they were not
tempted to explore it further. Conducting this traffic study presented several
challenges -- notably, how to profile visitors, and how to demonstrate
statistical significance.
[6]
INTERNET
MSc User Experience Design
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Colbert, Martin
2011-02-01
United Kingdom, London
Kingston University London
Keywords: masters taught course, human-computer-interaction, digital media, user
experience
Summary: A collaboration between 3 faculties (Art & Design, Social Science and
Computing), as part of a suite of Digital Media courses (Games, Animation).
Options such as e-commerce, agile development and web UI technologies.
[7]
Persuading users to perform follow-on tasks: an initial case study
User experience
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Colbert, Martin
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Lewis, Makayla
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Chattratichart, Jarinee
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Edwards, Nalini
Proceedings of the 2008 Annual European Conference on Cognitive Ergonomics
2008-09-16
p.30
© Copyright 2008 Author(s)
Summary: Motivation -- To design ways of attracting users onto Internet sites, which
are more persuasive than Banner advertisements, and which maintain the
usability of the host site equally well.
Research approach -- An initial example of a "Follow-on" 'advertisement' is
developed in a demonstration domain and tested in a usability laboratory. The
key is to ensure that the task promoted by the advertisement is relevant to the
task performed on the host site.
Findings/Design -- The "Follow-on" comprised an invitation to perform a
promoted task placed in the navigation area of the final page of a wizard-like
host site. The Follow-on was more persuasive than a Banner, and did not reduce
the usability of its host site. However, the Follow-on did reduce the
credibility of the host site.
Research limitations/Implications -- Further work is needed to explain the
reduction in credibility, and to generalize the approach to commercial domains
Originality/Value -- Web sites need to attract large numbers of new
visitors, but users almost never click through Banner advertisements. Prior to
this work, the main alternative was Sponsored Links on search pages.
Take away message -- To be persuasive and usable, ensure that the promoted
task is relevant to the performed task. Other forms of advertising based upon
follow-on tasks need to be designed and tested.
[8]
Important context changes for talking and text messaging during homeward
commutes
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Colbert, Martin
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Livingstone, David
Behaviour and Information Technology
2006
v.25
n.5
p.433-441
Keywords: Communication, Mobile phone, Text messaging, Context of use, Context
sensitivity, Awareness systems
© Copyright 2006 Taylor and Francis Ltd.
Summary: This paper models the suitability of homeward commutes as a context for
talking on a mobile telephone and text messaging. Analysis of these models
identifies when and where large changes in suitability frequently arise. To
bring commuters the greatest benefits, these are the changes upon which future
applications of context-sensitivity and awareness need to focus.
[9]
Usage and user experience of communication before and during rendezvous
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Colbert, Martin
Behaviour and Information Technology
2005
v.24
n.6
p.449-469
© Copyright 2005 Taylor and Francis Ltd.
Summary: This study examines the formation and change of collaborative learning
social networks in a distributed learning community. A social network
perspective is employed to understand how collaborative networks evolved over
time when 31 distributed learners collaborated on a design project using a
computer-mediated communication system during two semesters. Special attention
was paid to how pre-existing friendship networks influenced the formation of
macro-level collaborative learning networks and individual level social
capital. We discovered that pre-existing friendship networks significantly
influenced the formation of collaborative learning networks, but the effect was
dependent on the developmental phase of community. Also, pre-existing networks
generally acted as a social liability that constrained learners' ability to
enhance their social networks and build social capital when they participated
in a new learning environment. The results suggest that, in order to fully
understand how to build effective collaborative learning and work environments,
participants' social network structures need to be considered.
[10]
Age Differences in Rendezvousing: 18-30s Vs. 31-45s
Full Papers
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Colbert, Martin
Proceedings of the 2004 Asia Pacific Conference on Computer Human
Interaction
2004-06-29
p.91-100
© Copyright 2004 Springer-Verlag
Summary: One strategy for increasing the usefulness, ease of use and satisfaction of
wireless navigation and related services is to tailor a package of services to
meet the requirements of particular user groups. This paper reports a diary
study, which compared the rendezvousing performance and behaviour of two age
groups -- 18-30s and 31-45s. The age groups differed in the following respects:
(i) 31-45s more frequently attributed problems rendezvousing to the overrunning
of previous activities, and to the spontaneous performance of additional tasks
('side-stepping'); (ii) 31-45s more frequently experienced lost opportunities
associated with the failure to meet as initially agreed in the form of personal
sacrifices; and (iii) 31-45s more frequently changed plans for the rendezvous.
The explanation for these differences suggested by the diaries is that
commitments to spouse and children lead 31-45s to pack their lives more tightly
with activities than 18-30s. Some implications for tailoring wireless
navigation and related services to the 31-45 age group are discussed.
[11]
A Diary Study of Rendezvousing: Group Size, Time Pressure and Connectivity
Location Awareness
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Colbert, Martin
Proceedings of 2002 Conference on Human-Computer Interaction with Mobile
Devices and Services
2002-09-18
p.21-35
© Copyright 2002 Springer-Verlag
Summary: This paper reports an initial analysis of a diary study of rendezvousing as
performed by university students. The study's tentative findings are: (i)
usability ratings for communication services are a little worse during a
rendezvous (when at least one person is en route) than before (when none have
yet departed); (ii) problems rendezvousing caused more stress when the
rendezvousing group was large (6 or more participants) than when the group was
small, but led to no more lost opportunity. Finding (i) is attributed to the
desire for instant communication (which is stronger when users are under time
pressure), and the constraints placed upon interaction (which are tighter in
public spaces than in personal spaces). Finding (ii) is attributed to the
suggestion that large rendezvous include more acquaintances (whose contact
details may not be known) and different kinds of subsequent activity. If
rendezvousers need anything, this study suggests that they need greater
connectivity and service availability, rather than greater bandwidth.
Implications for the design of position-aware communications services are
discussed.
[12]
A diary study of rendezvousing: implications for position-aware computing
and communications for the general public
Mobile Collaboration
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Colbert, Martin
GROUP'01: International Conference on Supporting Group Work
2001-09-30
p.15-23
© Copyright 2001 ACM
Summary: This paper presents a diary study of rendezvousing as performed by
university students. The study suggests that endezvousing frequently does not
occur exactly as planned, but this is not necessarily problematic. It also
reveals that 'problem' rendezvous were attributed more frequently to modes of
travel, over-running of previous activities and lack of information about other
rendezvousers, than to lack of information about travel, or local geography.
These, and other, findings have implications for the design of position-aware
computing and communications for the general public.
[13]
A Diary Study of Rendezvousing: Implications for Position-Aware
Communications for Mobile Groups
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Colbert, M.
Proceedings of IFIP INTERACT'01: Human-Computer Interaction
2001-07-09
p.723-724
[14]
The Application of Process Models of Information Seeking During Conceptual
Design: The Case of an Intranet Resource for the Re-Use of Multimedia Training
Material in the Motor Industry
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Colbert, Martin
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Peltason, Christof
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Fricke, Rolf
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Sanderson, Mariana
Proceedings of DIS'97: Designing Interactive Systems
1997-08-18
p.73-81
Keywords: Process models, Information seeking, Conceptual design, Multimedia,
Training, Library, World Wide Web, Motor industry
© Copyright 1997 ACM
Summary: Process models of information seeking are widely held in the Human-Computer
Interaction research community. This paper reports a project which applied
such models to the design of an intranet resource for the re-use of multimedia
training material in the motor industry. The models were found to help
identify inherent limitations of an initial prototype, and to support the
import of design ideas from other Web sites. However, the process models did
not help to identify the information objects that information seekers may need
to access and manipulate (documents, tables of contents, item summaries,
indexes, lists of linked items etc). To better support design, it is suggested
that process models of information seeking be expanded to include such objects.
Also, designers may wish to regard process models as usable and useful, but
incomplete.
[15]
Style Guides and Their Application: The Case of Microsoft 'Windows' and a
Remote Tutoring Environment
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Colbert, Martin
Behaviour and Information Technology
1997
v.16
n.1
p.25-42
© Copyright 1997 Taylor & Francis
Summary: The application of Graphical User Interface styles is supported by 'style
guides' -- books which authoritatively specify a basic set of application
controls (interface objects) and user input methods, and which advise when and
how to use these controls and input methods. Style guides are typically
presented as resources that encourage consistency and re-use. This paper
reports a recent project which applied the Microsoft 'Windows' style as a de
facto standard, rather than a resource. The style was applied in this manner,
to offer potential customers a guarantee of usability (of a kind). The project
was a success, in that the Windows re-design of a remote tutoring environment
out-performed the previous, push button design in key respects in a usability
trial. However, with the benefit of hindsight, the Windows re-design was also
unnecessarily complex, because the project's view of style compliance was
somewhat misleading. If styles are to be used as de facto standards, then it
is suggested that projects are provided with explicit concepts of style
compliance, compliance rules and compliance assessment procedures.
[16]
Towards the Development of Classes of Interaction: Initial Illustration with
Reference to Off-Load Planning
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Colbert, Martin
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Long, John
Behaviour and Information Technology
1996
v.15
n.3
p.149-181
© Copyright 1996 Taylor & Francis Ltd.
Summary: In recent years, a number of difficulties in designing interactions between
military personnel and their command and control systems have been identified.
These difficulties have been attributed to a lack of carry forward between
procurement projects. This paper suggests that lack of carry forward is an
integral part of current 'case by case' approaches to HCI. Consequently, a
fundamentally different approach to HCI is required.
The approach suggested here is a class approach. A class approach to HCI
makes class <--> instance relationships between knowledge representations
explicit by organising knowledge representations into class hierarchies. Given
such hierarchies, procurement projects may consider the relevance of existing
knowledge by attempting to locate the problem at hand within the hierarchy.
Thus, a class approach to HCI may encourage carry forward by providing: (a) the
opportunity to develop multiple instances of classes of interaction by
specialising and instantiating class knowledge representations for the
instances at hand; (b) the opportunity to apply research knowledge at different
levels of development -- to the development of the class and the instance (not
just the case); and (c) an additional means of reasoning about the
completeness/selectivity of instance knowledge representations -- with respect
to relevant, super-ordinate representations.
This paper presents an initial illustration of a class approach to HCI. It
identifies some key characteristics of a class approach to HCI, and then
presents research and development work which exhibits these characteristics.
Such an illustration is required, because current understanding about the
nature of HCI concerns, and the relationships between HCI knowledge, practices
and problems is such that one may not assume that all desirable approaches to
HCI are necessarily realisable. Successful initial illustration provides an
additional, encouraging precedent for full development of the approach.
[17]
Assessing the Programming Language PML as a Task Analysis Method and Product
Task Analysis
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Whitefield, Andy
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Wight, Julie
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Life, Andrew
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Colbert, Martin
Proceedings of the HCI'91 Conference on People and Computers VI
1991-08-20
p.403-417
Keywords: Task analysis, Process modelling, Multi-user systems
© Copyright 1991 British Informatics Society Ltd.
Summary: This paper reports a feasibility study to investigate the possible use of
the programming language PML (Process Modelling Language) for task analysis.
In so doing, it proposes a number of criteria for assessing task analyses. The
study used PML to analyse and describe the task of producing a multi-author
research proposal. To assess the suitability of PML for this purpose, a number
of criteria were identified, concerning the effectiveness of: the task analysis
product; the task analysis method notational support; and the task analysis
method procedural support. The assessment of PML suggests that it may well be
suitable for task analysis, generating a task analysis product particularly
appropriate for software engineers developing multi-role systems, and offering
a clear notation for a task analysis method. Its principal weakness is the
lack of procedural support it provides as a task analysis method.