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Transcript of GOMS Analysis & Web Site Usability Melody Y. Ivory (UCB CS) SIMS 213, UI Design & Development April...
![Page 1: GOMS Analysis & Web Site Usability Melody Y. Ivory (UCB CS) SIMS 213, UI Design & Development April 15, 1999.](https://reader035.fdocuments.in/reader035/viewer/2022062401/5a4d1b377f8b9ab05999d4db/html5/thumbnails/1.jpg)
GOMS Analysis & Web Site Usability
Melody Y. Ivory (UCB CS)SIMS 213, UI Design &
DevelopmentApril 15, 1999
![Page 2: GOMS Analysis & Web Site Usability Melody Y. Ivory (UCB CS) SIMS 213, UI Design & Development April 15, 1999.](https://reader035.fdocuments.in/reader035/viewer/2022062401/5a4d1b377f8b9ab05999d4db/html5/thumbnails/2.jpg)
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GOMS Analysis Outline GOMS at a glance Model Human Processor revisited Original GOMS (CMN-GOMS) Variants of GOMS GOMS in practice Summary
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GOMS at a glance Proposed by Card, Moran & Newell
in 1983– apply psychology to CS
»use user model (MHP) to predict performance of tasks in UI
task completion time, short-term memory requirements
– applicable to »user interface design and evaluation»training and documentation
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Model Human Processor (MHP) Revisited
Card, Moran & Newell (1983)– most influential model of
user interaction – 3 interacting subsystems
» cognitive, perceptual & motor» each with processor &
memory described by parameters
– e.g. capacity, cycle time» serial & parallel processing
Adapted from slide by Dan Glaser
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MHP Revisited Card, Moran & Newell
(1983)– principles of operation
» subsystem behavior under certain conditions
e.g. Fitts’s Law, Power Law of Practice
» ten total
Adapted from slide by Dan Glaser
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MHP Subsystems Perceptual processor
– sensory input (audio & visual)
– code info symbolically– output into audio & visual
image storage (WM buffers)
Adapted from slide by Dan Glaser
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MHP Subsystems Cognitive processor
– input from sensory buffers– access LTM to determine
response » previously stored info
– output response into WM
Adapted from slide by Dan Glaser
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MHP Subsystems Motor processor
– input response from WM– carry out response
Adapted from slide by Dan Glaser
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MHP Subsystem Interactions Input/output Processing
– serial action» pressing key in response to
light– parallel perception
» driving, reading signs & hearing
Adapted from slide by Dan Glaser
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MHP Parameters Based on empirical data
– word processing in the ‘70s Processors have
– cycle time () Memories have
– storage capacity ()– decay time of an item ()– info code type ()
» physical, acoustic, visual & semantic
Adapted from slide by Dan Glaser
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Perceptual Subsystem Parameters
Processor– cycle time () = 100 msec
Visual Image Store– storage capacity () = 17
letters– decay time of an item () =
200 msec– info code type () = physical
» physical properties of visual stimulus
e.g. intensity, color, curvature, length
Adapted from slide by Dan Glaser
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One Principle of Operation Power Law of Practice
– task time on the nth trial follows a power law
» Tn = T1 n-a, where a = .4» i.e., you get faster the more
times you do it!» applies to skilled behavior
(perceptual & motor)» does not apply to
knowledge acquisition or quality
Adapted from slide by Dan Glaser
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Original GOMS (CMN-GOMS) Card, Moran & Newell (1983) Engineering model of user
interaction– task analysis (“how to” knowledge)
»Goals - user’s intentions (tasks) e.g. delete a file, edit text, assist a customer
»Operators - actions to complete task cognitive, perceptual & motor (MHP) low-level (e.g. move the mouse to menu)
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CMN-GOMS Engineering model of user interaction
– task analysis (“how to” knowledge)»Methods - sequences of actions (operators)
based on error-free expert may be multiple methods for accomplishing same
goal– e.g. shortcut key or menu selection
»Selections - rules for choosing appropriate method
method predicted based on context– explicit task structure
»hierarchy of goals & sub-goals
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Text-Editing Example
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CMN-GOMS Analysis Analysis of explicit task structure
– add parameters for operators»approximations (MHP) or empirical data»single value or parameterized estimate
– predict user performance»execution time (count statements in task
structure)»short-term memory requirements (stacking
depth of task structure)– apply before user testing (reduce costs)
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Limitations of CMN-GOMS No directions for task analysis
– granularity (start & stop) Serial v.s. parallel perceptual
processing– contrary to MHP
Only one active goal Error-free expert performance
– no problem solving or evaluation»Norman’s Action Cycle
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Norman’s Action Cycle
Goals
EvaluationEvaluation of interpretations
Interpreting the perception
Perceiving the state of the world
ExecutionIntention to act
Sequence of actions
Execution of sequence of actions
The World
GOMS
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Variants of GOMS Keystroke-Level Model (KLM)
– simpler than CMN-GOMS»six keystroke-level primitive operators
K - press a key or button P - point with a mouse H - home hands D - draw a line segment M - mentally prepare to do an action R - system response time
»no selections»five heuristic rules (mental operators)
– still one goal activation
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Text-Editing Example (KLM)
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Variants of GOMS Natural GOMS Language (NGOMSL)
– more rigorous than CMN-GOMS»uses cognitive complexity theory (CCT)
user and system models– mapping between user’s goals & system model
user style rules (novice support)»task-analysis methodology» learning time predictions»flatten CMN-GOMS goal hierarchy
high-level notation (proceduralized actions) v.s. low-level operators
– still one goal activation
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Text-Editing Example (NGOMSL)
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Variants of GOMS Cognitive-Perceptual-Motor GOMS
(CPM-GOMS)– activation of several goals
»uses schedule chart (PERT chart) to represent operators & dependencies
»critical path method for predictions– no selections
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Text-Editing Ex. (CPM-GOMS)
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GOMS in Practice Mouse-driven text editor (KLM) CAD system (KLM) Television control system (NGOMSL) Minimalist documentation
(NGOMSL) Telephone assistance operator
workstation (CMP-GOMS)– saved about $2 million a year
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Summary GOMS in general
– The analysis of knowledge of how to do a task in terms of the components of goals, operators, methods & selection rules. (John & Kieras 94)
– CMN-GOMS, KLM, NGOMSL, CPM-GOMS Analysis entails
»task-analysis»parameterization of operators»predictions
execution time, learning time (NGOMSL), short-term memory requirements
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Web Site Usability Outline The Spool Study Major Implications
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The Spool Study Jared Spool et al. (96-97)
– Web Site Usability: A Designer’s Guide
Usability on the Web– shift from most E-Commerce studies
»converting clicks into sales– focus on people finding information to
make decisions (purchases)»sites that provide info to support sales
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Usability Testing of Web Sites Sites (Interfaces)
– 9 popular sites (products & info) Tasks
– information retrieval (4 types of tasks) Users
– familiar with Web browsers Not a formal usability study
– experiment design, number of users & experience, testing procedure?
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Sites 9 popular sites
– C|net - technology resources– Disney - original & redesigned– Edmund’s - car & truck resources– Fidelity - investments– Hewlett Packard (HP)– Inc. - original & redesigned– Olympics - 96 Olympics (expired)– Travelocity - travel resources– WebSaver - annuity information
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Tasks “Scavenger Hunt” Tasks
– retrieve information to answer questions– simple facts
» locating information e.g. Can you get a Honda Accord for under
$15,000?– comparison of facts
» locating two pieces of information plus a comparison
e.g. Which has better acceleration, the Jeep Cherokee or Toyota Land Cruiser?
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Tasks “Scavenger Hunt” Tasks
– judgment » locating information plus a decision
e.g. Do you think a used Ford F-10 is safe enough?
– comparison of judgment» locating multiple pieces of information
plus a decision e.g. Which convertible is the best deal for
under $20,000?
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Comparison of Sites How successful users were at
finding information?– Sites that were expected to do well
fared poorly and vice versa»Disney & C|net (graphically intense) »Edmund’s - mostly text
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Overall Site Usability Room for improvement
– finding information is an intensely frustrating experience for users»enormous time and effort to answer
simple questions (simple facts) even on small sites
»users give up without finding information
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Spool et al’sWeb Site Usability Issues
Classify each issue– information, navigation, graphic or
other design– very rudimentary
Total each category
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Ivory’s Web Site Usability Issues (Preliminary)
Web site usability information “findability”
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Web Site Usability Issues Navigation design
– number of links, location of links– within-page, wrapped, embedded,
image links Graphic design
– too much white space, unrelated or distracting graphics
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Web Site Usability Issues Information design
– no support for comparisons, poor readability
Other design– waiting for server
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Major Implications Graphic design neither helps nor
hurts– users may report as issue, but does
not correlate with users’ success Text links are vital
– downloading delays
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Major Implications Navigation and content are
inseparable– shell strategy leads to many generic
links Information retrieval is different than
surfing– implies different design approach
»surfing - need to attract users» information retrieval - help users find
information, more focused
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Major Implications Web sites aren’t like software
– software »success with product implies preference
– Web »success on site does not imply preference
content is important