SARMA.ORG%acs.ist.psu.edu/ist331/...6ofDiamonds_FinalProject.pdf · Team 6 SARMA.ORG WEBSITE...

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RUNNING HEAD: SARMA.ORG WEBSITE RECOMMENDATIONS TEAM 6 DIAMONDS SARMA.ORG Website Analysis and Recommendations >ĂƵƌĞŶ ĂƌĂŶŐĞƌ DĂƌLJ >ŝĞď <ĞǀŝŶ KŽŶŶŽƌ ŽƵƌƚŶĞLJ tĞĂǀĞƌ 5/1/2012

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RUNNING  HEAD:  SARMA.ORG  WEBSITE  RECOMMENDATIONS  

TEAM  6  DIAMONDS  

SARMA.ORG  Website  Analysis  and  Recommendations    

 

 

5/1/2012    

 

 

 

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Contents  Synopsis  ........................................................................................................................................................  2  

About  SARMA  and  the  Site  ...........................................................................................................................  3  

Goal  ...............................................................................................................................................................  4  

System  Users  .................................................................................................................................................  4  

Recommendation  1  -­‐    ...............................................................  5  

Recommendation  2  -­‐  Increased  Calendar  Transparency  ..............................................................................  6  

Research  Methods  ....................................................................................................................................  8  

Results  .......................................................................................................................................................  9  

Analysis  ...................................................................................................................................................  10  

Conclusion  ...............................................................................................................................................  12  

Recommendation  3    Redesigned  Site  Layout  and  Reduction  in  Non-­‐Functional  White  Space  ................  12  

Research  Methods  ..................................................................................................................................  13  

Results  .....................................................................................................................................................  18  

Analysis  ...................................................................................................................................................  19  

Conclusion  ...............................................................................................................................................  21  

 ........................................................................................................  22  

Closing  .........................................................................................................................................................  23  

Works  Cited  .................................................................................................................................................  25  

Appendices  ..................................................................................................................................................  27  

Appendix  A  ..............................................................................................................................................  27  

Appendix  B  ..............................................................................................................................................  27  

Appendix  C  ..............................................................................................................................................  28  

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Synopsis    After  conducting  a  thorough  analysis  of  the  Security  Risk  Management  Association  website,  our  

IST  331  team  has  outlined  several  aspects  of  the  interface  that  should  be  addressed  to  better  promote  

the  use  of  the  site  and  represent  this  professional  organization.    Our  team  conducted  various  

experiments  to  determine  the  usability  of  the  SARMA  website  and  how  the  current  designers  can  take  

cognitive,  perceptual,  and  information  seeking  aspects  into  the  design  of  the  system  as  well  as  provided  

recommendations  to  the  organization  to  improve  the  design  of  the  current  interface  for  users.    

The  main  recommendations  that  the  team  proposes  to  improve  usability  include:  

1. Repositioning  of  site  navigational  elements  2. Moving  calendar  of  events  to  a  higher  navigational  element  3. Increasing  the  calendar  visibility    4.  5. Changing  the  site s  color  scheme  

  The  recommendations  are  validated  with  a  plethora  of  existing  research  and  live  usability  

experiments  that  were  carried  out  to  better  understand  the  needs  of  the  users  and  the  existing  design  

elements.    With  these  recommendations,  our  team  proposes  that  the  SARMA  organization  take  

concepts.  

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About  SARMA  and  the  Site  The  Security  and  Risk  Management  Association  (SARMA)  is  a  professional  organization  open  to  

registered  members  interested  in  the  security  and  risk  management  field.  SARMA.org  is  the  

-­‐presence.  Through  a  multi-­‐dimensional  analysis  Team  6  

will  identify  key  usability  problems  with  the  SARMA.org  site.  By  correcting  these  research  supported  

usability  errors  SARMA  can  increase  user  satisfaction  of  the  site  which  may  lead  to  increased  user  

satisfaction,  increased  site  usage,  and  increased  membership.    

A  successful  website  requires  a  great  amount  of  planning  and  research  to  develop  design  

elements  that  will  be  tailored  to  a  user-­‐centered  design  approach  that  takes  into  consideration  usability,  

features,  functionality,  and  content.  Fully  comprehending  the  user  is  a  vital  part  to  website  design.  User  

experience  is  result  that  should  be  attained.  The  SARMA  website  must  create  a  positive  user  experience;  

therefore,  in  order  for  SARMA  to  properly  brand  its  organization  as  a  professional  society  for  security  

experts  in  both  the  corporate  and  government  sector,  it  is  imperative  that  a  multitude  of  elements  are  

taken  into  consideration  to  foster  proper  branding  of  the  organization.  Usability  is  a  prime  characteristic  

recommendations.  

Our  team  encourages  a  purposeful  interaction  design  that  specifically  addresses  the  needs  of  

SARMA  members  and  prospective  members.    A  purposeful  design  that  takes  advantage  of  our  

recommendations  for  design,  will  aid  in  constructing  a  more  effective  website  site  solution  for  the  

organization.    The  overarching  theme  that  our  team  would  like  to  emphasize  is  that  design  aesthetics  

and  utility  are  inter-­‐

features  and  design  elements  that  are  both  usable  and  aesthetically  pleasing  is  the  design  balance  that  

designers  should  weigh.    Close  attention  to  website  components  such  as  the  effect  of  color,  balance,  and  

 

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Goal  

usability  issues.  After  identifying  potential  problems,  our  team  seeks  to  offer  technical  and  design  

solutions  which  will  increase  the  site's  overall  usability  render  the  site  more  effective  in  respect  to  its  

intended  usage  scenarios.  Problems  will  be  identified  and  logically  supported  through  empirical  testing  

or  with  the  support  of  peer-­‐reviewed  and  relevant  research.  By  the  end  of  this  evaluation  our  team  will  

have  established  4  recommendations:  repositioning  

 

System  Users  ds  individuals  interested  further  development,  

professionalization,  and  standardization  of  security  analysis  and  risk  management.  The  majority  of  the  

investigational  users.  For  registered  members,  the  site  serves  as  a  hub,  centralizing  information.  In  

addition  to  providing  basic  information  about  the  organization  and  current  events,  the  site  serves  as  a  

forum  for  security  analysis  and  risk  management  professionals  to  share  information  and  ideas.    It  also  

provides  a  medium  for  collaborating  to  improve  the  development  and  application  of  the  profession  and  

promote  the  professional  development  of  members  through  voluntary  participation  in  minimum  

education  and  certification  and  professional  standards.  

                               Potential  members  can  use  this  site  for  similar  purposes.    They  can  also  learn  more  about  the  

organization  and  leaders,  its  vision,  mission,  goals  and  policies,  and  upcoming  events.    Most  importantly,  

the  site  serves  as  a  means  to  contact  the  organization  and  learn  more  membership  opportunities.    The  

final  groups  of  leaders,  investigational  users,  mainly  use  the  site  to  gather  information  about  security  

analysis  and  risk  management.    The  site  provides  a  standardized  and  professional  lexicon  and  generally  

accepted  principles  for  the  benefit  and  use  of  all  security  professionals.    It  also  provides  information  to  

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educate  and  assist  both  external  and  internal  decision  makers  and  promote  more  efficient  and  effective  

use  of  techniques  to  improve  security.  Despite  their  different  goals,  each  of  these  user  groups  is  

interested  in  easily  navigating  the  site  in  order  to  find  information.    In  order  to  do  this,  SARMA  should  

strive  to  communicate  clearly  across  a  simple  and  consistent  design  with  clear  navigation  and  

information  architecture.  

 

Recommendation  1  -­‐  Repositioning    Navigation  Bar  Current  research  shows  that  males  prefer  sites  with  a  symmetrical  layout  while  women  show  no  

preference  for  symmetry  or  asymmetry  as  demonstrated  by  A.  Tuch  et  al.  (2010).  Creating  a  symmetric  

website  not  only  helps  with  the  aesthetics,  but  together  they  affect  usability,  impression,  and  user  

 is  now.  In  

order  to  achieve  such  a  layout,  Team  6  first  recommends  that  SARMA.org  reposition  its  navigation  bar  

closer  to  the  top  of  the  website,  just  below  the  SARMA  logo,  with  a  centralized  position.    

 

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Figure  1:  Figure  one  shows  the  Navigation  Pane  and  Upcoming  Events  section  of  the  SARMA  website.    We  recommend  repositioning  the  navigational  elements  to  encourage  better  information  seeking.      

Having  the  navigation  bar  centralized  at  the  top  allows  for  a  more  symmetrical  feel  as  all  of  the  

information  found  on  the  website  is  cen

the  centered  area  which  users  are  looking  at  for  important  information.  Another  reason  the  navigation  

bar  should  be  moved  to  our  recommended  location  deals  with  the  drop  down  menus  some  of  the  links  

have.  As  it  stands  now,  the  drop  down  menus  appear  to  the  right  of  the  link  and  then  drop  down.  Not  

only  does  this  break  up  the  flow  of  the  links  and  their  respective  menus,  it  also  adds  more  time  in  

locating  the  wanted  link  and  then  clicking  on  it.  Switching  the  navigation  bar  to  the  top  will  make  the  

menus  appear  cleaner  as  they  go  only  in  one  direction:  down.  All  of  this  will  also  help  in  giving  the  

Finally,  changing  the  location  of  the  navigation  bar  will  allow  more  breathing  room  for  the  following  

recommendations  of  redistributing  information  and  how  the  overall  layout  of  the  website  looks.  The  

following  recommendations  also  aim  to  create  a  symmetrical  look  to  the  website  to  appease  all  

audiences.

Recommendation  2  -­‐  Increased  Calendar  Transparency    Team  6  suggests  that  SARMA.org  take  into  consideration  changing  the  positioning  of  

navigational  elements  which  lead  to  the  SARMA  Calendar  of  Events.  Results  from  our  Task  Analysis  Lab  

show  that  the  access  time  for  the  calendar  of  events  is  too  great,  this  creates  an  information  seeking  

inefficiency.  Supporting  evidence  can  be  found  in  the  Task  Analysis  Lab  where  the  action  of  accessing  

the  calendar  for  information  was  analyzed  through  the  KLM  method  and  participant  trials.  We  suggest  

moving  the  Calendar  of  Event  to  a  higher  level  navigational  element  so  its  location  is  more  obvious  to  

users  which  will  increase  navigation  efficiency.    

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Task  analysis  is  the  study  of  the  way  people  perform  their  jobs,  and  specifically  targets  what  

they  do,  what  things  they  use,  and  what  they  must  know.    It  is  imperative  to  conduct  task  analysis  is  

computer-­‐based  environments,  which  will  result  in  knowledge  of  procedures  that  users  perform  to  

achieve  a  goal.  Websites  should  be  designed  to  allow  users  to  navigate  efficiently  and  accomplish  

desired  goals,  such  as  retrieving  specific  information.  Declarative  and  procedural  knowledge  are  

gathered  during  task  analysis.  Declarative  knowledge  encompasses  objects  and  relationships,  while  

procedural  knowledge  focuses  on  task  sequence,  goals,  and  sub  goals  of  the  task  (Aspinall,  2007).  The  

purpose  of  the  task  analysis  experiment  was  to  better  inform  the  Security  and  Risk  Management  

Association  (SARMA)  website  designer  of  the  level  of  functionality  offered  by  the  website  as  well  as  the  

proper  organization  of  site  elements  such  as  layout,  grouping,  and  navigation.  These  recommendations  

are  based  on  the  efficiency  of  each  task  being  completed.  Results  from  the  task  analysis  should  be  

-­‐centric  design  will  be  based  off  of  

observable  behavior  from  uses  and  existing  tasks  on  the  website.  

  The  Keystroke  Level  Analysis  Model  (KLM)  and  the  GOMS  model  were  used  for  analyzing  what  

the  user  must  know  and  do  to  complete  the  given  tasks.  The  keystroke-­‐level  model  is  an  approach  to  

human-­‐computer  interaction,  which  is  comprised  of  an  11-­‐step  process  that  is  often  used  by  

organizations  and  individuals  that  are  seeking  to  identify  an  efficient  way  to  complete  a  task  (Kieras,  

1993).    The  corresponding  GOMs  analysis  was  also  provided  in  Appendix  C.  This  breakdown  provides  

functions  that  can  be  utilized  to  achieve  both  high-­‐level  goals  as  well  as  sub  goals  for  each  particular  

he  designer  with  a  

description  of  the  process,  rather  than  simply  a  time  estimate  (Hochstein,  2002)  

To  conduct  a  Keystroke  Level  Analysis,  the  two  tasks  were  broken  down  into  consecutive  steps  

that  could  be  executed  by  the  chosen  subjects.    The  KLM  analysis  process  allowed  for  a  comprehensive  

breakdown  of  each  task  that  would  be  completed,  so  that  a  comparison  could  be  made  between  the  

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predicted  time  and  the  actual  time  that  it  took  for  task  completion  during  the  testing  phase  of  the  

experiment  (see  Appendix  A  and  B).    Subsequently,  our  team  could  then  analyze  the  functionality  and  

task.  The  goal  of  our  task  analysis  experiment  was  to  provide  recommendations  on  how  to  improve  the  

overall  functionality  and  usability  of  the  SARMA  website.  

By  using  KLM,  our  team  broke  each  task  into  steps  that  can  be  reference  in  Appendix  A  and  B.    The  results  were  compared  and  analyzed  against  the  following  KLM  predictions  as  shown  below:  

Predicted  time  for  Identifying  Meeting  Details  (in  seconds):    9.3  seconds    

Predicted  time  for  Registering  for  SARMA  Membership  (in  seconds):  22.9  seconds  

Research  Methods  For  this  experiment  subjects  were  asked  to  complete  the  two  tasks  as  previously  described  

through  the  KLM,  which  included  finding  the  time  and  location  of  a  meeting,  and  creating  an  account  to  

begin  the  SARMA  membership  process.  Participating  subjects  were  told  what  information  they  were  

trying  to  find,  and  what  their  goal  was  in  the  case  of  creating  a  new  account.  They  were  then  shown  the  

SARMA.org  homepage  at  which  point  the  time  to  task  completion  was  measured  using  a  digital  

stopwatch.    

The  experiment  consisted  of  10  subjects  running  one  trial  each;  running  additional  trials  on  each  

subject  would  skew  the  data  as  they  became  familiar  with  the  SARMA.org  site.  The  ten  subjects  were  

university  students  between  the  ages  of  19  and  21.  The  subjects  were  also  all  current  majors  in  Security  

and  Risk  Analysis  at  The  Pennsylvania  State  University.  This  specific  subset  of  college  students  was  

chosen  because  they  are  all  assumed  to  have  had  equivalent  education  because  they  are  part  of  

Risk  Analysis  field.    

The  process  of  data  collection  was  carried  out  by  having  each  participant  sit  at  an  IST  desktop  

computer  with  a  laser  mouse  and  mouse  pad.    The  mouse  was  placed  to  the  right  of  the  keyboard  and  

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centered  on  the  mouse  pad.    Each  subject  was  asked  to  start  from  the  position  in  which  their  palms  

were  flat  on  the  desktop  surface  and  placed  in  front  of  the  keyboard.    This  would  allow  for  a  controlled  

starting  position  that  could  be  replicated  for  each  subject.    After  the  first  task  was  completed,  the  

subjects  were  given  new  instructions  and  began  from  the  initial  start  position  to  execute  the  second  

task.    After  each  trial  was  completed,  the  user  was  asked  to  give  feedback  on  their  experience.    The  

feedback  was  qualitatively  observed,  but  not  re

information  and  completing  the  desired  tasks.  

Results  The  results  from  the  task  analysis  experiment  (Table  1)  show  that,  in  general,  it  took  the  subjects  

longer  than  the  predicted  amount  of  time  that  was  based  on  KLM  to  complete  the  assigned  tasks.    Users  

reported  having  difficulty  navigating  to  targeted  areas  within  the  site  due  to  inadequate  information  

scent  from  poor  site  navigation  and  site  layout.    The  functionality  of  the  SARMA  website  hinders  the  

information  seeking  process  and  does  not  foster  a  user-­‐oriented  environment.    Our  team  observed  that  

many  users  encountered  challenges  when  trying  to  locate  the  necessary  links  for  task  completion.    A  

more  organized  navigation  scheme  along  with  a  site  layout  that  eases  the  task  of  information  seeking  

would  have  decreased  the  amount  of  time  that  it  took  for  users  to  complete  each  task.        

Table  2:  The  time  that  it  took  for  each  participant  to  complete  the  requested  task  as  measured  in  seconds.    Results  were  gathered  from  10  participants.  

Participant   Identifying  Meeting  Details    (in  seconds)  

Registering  for  SARMA  Membership    (in  seconds)  

P1   27.2   19.8  

P2   70.3   24.9  

P3   38.1   19.1  

P4   105   90  

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P5   60   30.8  

P6   54.2   25.4  

P7   42.3   25.6  

P8   50.6   34.2  

P9   45   27.8  

P10   61.8   25.4  

Average   55.6   32.3  

 

 

Analysis  Using  the  KLM  Model,  expected  completion  times  were  9.3  seconds  for  finding  information  

about  SARMA  officers  and  committee  meetings  and  22.9  seconds  for  finding  and  filling  out  a  

registration.    However,  actual  times  were  consistently  higher  than  predictions.    This  discrepancy  can  

mainly  be  attributed  to  mental  tasks  and  search  times.    Furthermore,  the  information  and  link  location  

was  not  clearly  defined  within  the  instructions.    For  example,  the  directions  did  not  indicate  exactly  

this  was  frustrating  and  lead  to  process  delays.  

The  ambiguity  within  the  instructions  led  to  greater  variances  within  our  data.    Some  users  had  

an  easy  time  finding  the  information  and  completed  the  process  under  the  expected  time,  whereas  

other  users  took  longer  searching  and  consequently  took  much  longer.    Furthermore,  it  is  difficult  to  

attribute  a  standard  typing  time  to  such  a  wide  range  of  users.    The  time  attributed  to  typing,  .2  seconds  

per  keystroke,  is  based  on  a  moderate  skill  level.    Advanced  typists  took  less  time,  while  basic  typists  

took  more  time.  

Overall,  the  process  time  and  functionality  could  be  improved  by  increasing  the  presence  and  

visibility  

perspective,  we  were  able  to  view  the  bottlenecks  within  the  process.    These  steps  that  constrained  the  

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process  were  generally  at  the  verifying  and  locating  levels.    These  levels  are  mainly  cognitive;  therefore,  

by  changing  the  identification  process,  would  

required  to  complete  tasks.  

 

Figure  2:  Graph  visualizing  the  time  it  took  for  each  participant  to  complete  the  task  of  Identifying  Meeting  Details  (in  seconds)  on  the  SARMA  website.    The  horizontal  line  indicates  the  predicted  time  of  9.3s  based  on  the  KLM  model  created  for  the  first  task.  

   

Figure  3:  Graph  visualizing  the  time  it  took  for  each  participant  to  complete  the  task  of  Registering  for  SARMA  Membership  (in  seconds)  on  the  SARMA  website.    The  horizontal  line  indicates  the  predicted  time  of  22.9s  based  on  the  KLM  model  created  for  the  second  task.  

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Conclusion  The  overall  conclusion  we  reached  from  performing  a  task  analysis  experiment  is  that  the  

predicted  times  for  completing  a  specific  information  seeking  goal  was  much  lower  than  the  actual  times  

it  took  the  participants  to  finish  two  different  tasks  assigned  to  users.  There  are  many  reasons  as  to  why  

the  actual  times  did  not  match  the  predicted  times.  As  touched  upon  before,  one  of  the  main  reasons  as  

to  why  this  may  have  happened  is  due  to  the  way  the  SARMA  website  elements  are  arranged.  The  

website  itself  is  not  efficient  and  information  is  difficult  to  find.  The  best  way  to  fix  this  issue  would  be  to  

mportant  content,  such  as  making  more  evident  where  to  go  

and  how  to  sign  up  for  an  account.  Removing  excess  information  that  is  irrelevant  to  the  page  the  user  is  

on  will  also  help  keep  the  user  focused  on  the  task  at  hand  instead  of  absorbing  additional  information  

throughout  the  site  and  pages.    The  process  of  task  analysis  using  KLM  and  GOMS  has  provided  our  

team  with  a  better  perspective  on  how  users  interact  with  the  SARMA  website  to  complete  specific  

tasks.    Our  team  has  also  learned  that  the  site  design  must  accommodate  users  and  optimize  usability,  

so  that  they  can  efficiently  locate  information  and  accomplish  their  information  seeking  goals.    

Recommendation  3    Redesigned  Site  Layout  and  Reduction  in  Non-­‐Functional  White  Space  

Team  6  recommends  that  SARMA.org  modifies  their  current  content  layout  technique  and  

and  its  use  of  non-­‐functional  whitespace,  along  with  its  non-­‐standard  scaling  which  aggravates  the  

whitespace  problem,  increases  the  information  seeking  time  for  users.  Data  from  our  perception  lab  

supports  our  suggestion  that  SARMA.org  switched  to  a  static  scaling  method  where  the  page  will  remain  

the  same  at  different  resolutions  and  that  by  doing  so  they  can  decrease  the  amount  of  non-­‐functional  

whitespace.    

In  its  website  design,  SARMA.org  makes  extensive  use  of  tables.  SARMA  scales  its  website  based  

1%).  This  

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causes  the  website  to  scale-­‐up  to  the  available  resolution,  meaning  that  at  higher  resolutions  

 

The  study  took  into  account  the  basic  bottom-­‐up  process  that  is  affected  by  external  stimuli.  The  

human  fovea,  for  example,  focuses  on  small  areas  at  one  time  with  patterns  of  sporadic  eye  

movements.  Humans  concentrate  on  one  location  of  a  site  for  only  a  moment  and  then  continue  on  to  a  

different  area  of  fixation.  The  top-­‐down  process  of  visual  processing  comes  into  play  with  a  certain  

amount  of  knowledge  and  expectation  that  was  possessed  by  the  user.  The  task  given  to  each  user  

influenced  their  information  seeking  process.  With  these  physiological  aspects  taken  into  consideration,  

our  team  hypothesizes  that  a  wider,  unorganized  distribution  of  content  on  a  website  will  be  less  

efficient  when  locating  desired  information,  while  a  single  column  layout  that  does  not  scale  to  full-­‐size  

screen  resolution  will  group  information.  This  non-­‐scaling  layout  takes  into  account  visual  perception  

processes  and  allows  the  site  to  emit  a  strong  information  scent  (Jacko  2011).                      

Research  Methods  To  evaluate  the  effect  website  

group  generated  two  sample  websites  which  served  as  a  basis  for  testing  different  layout  formats.  The  

first  website  was  based  off  the  table  scaling  technique  currently  used  on  SARMA.org.  This  website  scales  

content  to  spread  out  when  viewed  at  higher  resolutions  and  compact  when  viewed  in  a  smaller  

browser  window.  The  second  website  tested  utilizes  Cascading  Style  Sheets  (CSS)  and  Division  Tags  

placing  a  background  to  fill  the  excess  space  on  the  left  and  right  creating  a  non-­‐functional  white  space  

while  maintaining  centered  and  functional  content.    

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To  test  the  readability  of  the  different  formats  10  participants  were  asked  to  find  a  specific  word  

which  related  to  an  overall  paragraph  theme.  The  page  contained  4  selections  of  text  about  varying  

animals  with  related  but  nonspecific  titles  above.  The  participants  were  asked  to  find  a  specific  keyword  

within  the  paragraph  such  as  tongue,  stripes,  or  fin.  The  time  it  took  from  when  they  looked  at  the  page  

to  when  they  found  the  prompted  word  was  recorded.    

Each  of  the  participants  viewed  three  different  sites.  The  first  was  the  SARMA.org  website  

scaled  to  1920x1200  pixels,  the  second  was  the  SARMA.org  site  scaled  to  850x1200.  These  two  display  

resolutions  were  chosen  because  the  larger  resolution  was  found  on  the  display  of  a  commonly  used  

(1920x1200);  however,  because  of  its  design  the  content  would  have  been  centered  displayed  either  full  

or  half  screen,  just  with  differing  amounts  of  non-­‐functional  whitespace.  The  text  displayed  on  each  

sample  was  of  similar  formatting  and  content;  however,  it  was  changed  between  trials  in  order  to  

prevent  users  from  becoming  familiar  with  the  exact  content.    

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Figure  4:  The  full  scale  SARMA  website  at  1920x1200  resolution.  The  content  is  spread  far  apart.  

 

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Figure  5:  The  SARMA  website  at  half  resolution,  the  content  is  compacted  close  together  

 

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Figure  6:  The  single  column  CSS  based  site,  content  positioning  remains  static  due  to  use  of  non-­‐functional  whitespace  (the  brown  background).  

The  participants  were  given  brief  instruction  before  using  each  site.  They  were  told  that  they  

would  see  a  webpage  with  various  content  articles  about  animals,  each  of  which  were  labeled  with  a  

related  but  non-­‐explicit  title.  They  were  asked  to  find  a  specific  word  related  to  a  certain  animal  and  

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verbally  signal  when  they  had  found  it.  To  provide  an  example  for  the  participants,  we  said  that  they  

under  which  content  about  bats  might  be  found  -­‐  

SARMA.org  

-­‐  

Our  participants  were  taken  from  a  convenience  sample  of  10,  19-­‐21  year  old  males  and  females  

who  are  current  university  students.  Each  of  these  participants  was  identified  as  having  equal  

information  processing  abilities  because  of  their  similar  education  and  backgrounds.    

Results  The  results  from  our  experiment  (Table  1)  show  that,  in  general,  it  took  readers  more  

time  to  find  key  words  in  the  large  (1080px)  SARMA  site.    Additionally,  there  was  significant  

time  reduction  between  the  small  SARMA  site  and  the  second  website  which  utilized  CSS  and  

Division  Tags.  As  with  any  experiment,  there  were  a  few  anomalies  within  the  results.  For  

example,  Subject  2  took  only  6  seconds  to  find  the  word  on  the  large  SARMA  site,  while  it  took  

them  11.9  seconds  to  find  the  word  on  the  smaller  SARMA  site.    These  inconsistencies  can  be  

 

Table  3:  The  time  that  it  took  for  each  participant  to  identify  the  requested  term  from  each  site  layout  as  measured  in  seconds.  

Participant  

Number  

Large  SARMA  

(1080px)  

Small  SARMA  

(540px)  

CSS  Site  

(one  column)  

Subject1   15.0   9.0   7.0  

Subject2   6.0   11.9   5.3  

Subject3   18.4   18.9   3.9  

Subject4   15.8   6.9   5.0  

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Subject5   23.9   7.5   4.3  

Subject6   16.4   8.3   6.2  

Subject7   15.4   10.6   4.9  

Subject8   14.8   9.7   8.0  

Subject9   21.8   12.7   3.9  

Subject10   20.0   7.2   1.5  

Average   16.75   10.3   5.0  

 Users  searched  the  content  by  skimming  the  left-­‐hand  column  from  top  to  bottom  and  

then  followed  the  same  procedure  on  the  right-­‐hand  column.    However,  some  users  simply  

jumped  around  the  page  which,  in  some  situations,  helped  them  find  the  words  faster,  and  in  

other  situations  added  additional  time  to  their  search.    There  may  have  also  been  a  few  

external  factors  that  affected  search  time.    For  example,  the  differing  color  schemes  between  

the  SARMA  site  and  the  CSS  site.    However,  the  theme  remained  consistent  between  the  full-­‐

scale  and  small-­‐scale  SARMA  sites,  and  there  were  still  significant  time  variances.  

Analysis  Since  the  length  of  time  for  searching  information  took  longer  for  the  SARMA  website,  which  

scaled  to  the  full  size  of  the  screen,  an  association  can  be  made  between  the  readability  of  scalable  and  

static  websites.  Human  visual  perception  is  clearly  connected  to  the  fundamental  aspects  of  layout  

choice  when  designing  a  website.  The  layout  of  a  website  is  related  the  two  factors  of  spacing  and  

alignment.  While  other  aspects,  such  as  color  and  font  types  play  a  role  in  understanding  information,  

our  study  took  into  account  the  necessity  for  understanding  the  visual  perception  of  locating  

information  and  what  web  layout  would  make  information  seeking  more  convenient  for  the  user.    

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Figure  7:  Graph  visualizing  the  time  it  took  for  each  participant  to  find  the  prompted  word  for  each  sample  site  

There  are  several  key  elements  that  attribute  to  good  website  design  and  take  visual  perception  

into  consideration  when  designing  websites.  Our  team  identified  that  white  space  in  website  design  

plays  a  critical  role  in  the  information  seeking  process.    It  sets  the  tone  of  the  website  and  affects  the  

usability  of  a  site.  The  large,  full-­‐scale  SARMA  website  eliminated  the  necessary  negative  space  between  

the  elements  of  the  web  page.    Users  had  difficulty  taking  in  all  of  the  elements  and  fixating  on  a  certain  

areas  of  the  page  to  locate  the  desired  information.    The  large  scaling  of  the  table  was  too  much  

information  for  the  user  to  digest  (Bernard,  Chaparro,  &  Thomasson  2000).  The  scaled  down  version  of  

the  SARMA  website  generally  resulted  in  a  quicker  time  for  identifying  information.    This  was  most  likely  

related  to  the  fact  that  areas  of  fixation  could  be  more  easily  honed  in  on  by  the  fovea.    

 Both  the  full-­‐scale  and  small-­‐scale  SARMA  site  layout  raised  the  amount  of  time  for  locating  

information.    Also,  users  often  skimmed  through  the  left  column  from  top  to  bottom,  looking  at  heading  

titles,  and  then  continued  seeking  their  term  on  the  right  column.    It  can  be  inferred  that  the  balance,  

unity,  and  contrast  of  a  web  page  layout  affected  the  speed  of  users  seeking  specific  information.    

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Without  these  elements  working  harmoniously  site  designs  like  SARMA  create  a  challenging  

environment  for  following  an  information  scent.    

The  single  table,  dynamic  website  constructed  through  the  use  of  Cascading  Style  Sheets  shows  

that  negative  space  surrounding  major  site  content  allows  for  more  efficient  visual  perception  

processes.    The  overall  site  design  made  the  information  easier  to  digest  and  participants  generally  

located  their  specific  term  at  a  faster  rate.    While  other  design  variables  may  have  come  into  play,  such  

as  color  and  heading  font-­‐type,  the  overall  site  layout  was  a  key  factor  in  searching  for  information  more  

efficiently.    Since  the  website  did  not  scale  to  the  full  size  of  the  screen,  content  was  displayed  in  a  way  

that  allowed  for  users  to  move  more  quickly  between  fixations.      

Conclusion  e  has  an  overall  challenging  environment  for  users  who  are  seeking  information.  

Our  analysis  of  our  study  shows  that  the  SARMA  website  needs  to  undergo  some  changes  in  order  for  

users  to  be  able  to  use  it  effectively.  One  of  the  main  key  changes  that  will  need  to  be  implemented  is  

the  use  of  a  non-­‐scaling  website  since  our  subjects  were  able  to  pinpoint  the  phrase  much  faster  than  on  

the  scaling  version.  Along  with  a  non-­‐scaling  website,  our  study  also  shows  that  SARMA  needs  much  

more  white  space.  Whitespace  plays  a  key  part  in  the  information  seeking  process  as  it  sets  the  tone  of  

the  website  and  affects  usability  (Gilmore,  Churchill  &  Ritter  2000).  If  SARMA  had  utilized  more  white  

on  the  large  or  small  scaled  

website.  In  order  to  complete  the  visual  look  for  the  website,  we  will  have  to  look  more  into  the  

balance,  unity,  and  contrast  of  the  website.  It  is  vital  that  all  of  these  aspects  synchronize  as  they  affect  

the  speed  of  users  seeking  information  on  the  website.  All  of  these  factors  have  been  made  apparent  

 

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Changing   olor  Scheme    At  this  level  of  analysis,  our  final  recommendation  is  a  revisi

(Figure  8),  24  if  which  are  

noticeable  different  to  the  human  eye  when  taking  into  consideration  their  Just  Noticeable  Difference  

(jnd)  values.  The  World  Wide  Web  Consortium  (W3C)  is  the  standards  body  which  is  responsible  for  

standardization  regarding  the  World  Wide  Web  and  it  ensures  compatibility  and  agreement  among  

internet  industry  members  in  the  adoption  of  new  standards  and  helps  to  create  a  core  set  of  principles  

Accessibility  Evaluation  and  Repair  Tools  (World  Wide  Web  Consortium  2000)  is  the  de  facto  standard  

for  determining  if  colors  are  noticeably  different  and  contrasted  in  regards  to  website  design,  and  takes  

into  consideration  research  done  by  Forrest  Dimmick  on  color  specification  based  on  just  noticeable  

differences  of  hue  (Dimmick  1965).    

 

Figure  8 e,  not  including  the  color  palette  of  individual  photographs.    

Jonathan  Snook,  a  web  design  and  development  critic  who  has  spoken  at  conferences  including  

the  CSS  Summit,  the  Atlanta  Web  Design  Group,  and  Fronteers,  has  released  a  software  tool  which  

checks  the  contrast  between  two  colors  to  determine  if  they  meet  the  W3C  working  standard  for  color  

jnd  (Snook  2009).  By  comparing  colors  within  a  similar  RBG  color  range  we  can  determine  that  2  pairs  of  

colors  are  similar  and  relatively  indistinguishable  resulting  in  a  24  color  palette  for  the  home  page.    

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 Figure  9:  The  image  on  the  left  shows  a  non-­‐W3C  compliant  comparison  of  colors  (FFFFFF  and  F2F2F2),  the  image  on  the  right  shows  a  compliant  coupling  of  colors  (FFFFFF  and  1D3EA1).  The  compliant  coupling  is  considered  best  practice  for  website  design.    

  Our  recommendation  is  that  SARMA  considers  adopting  a  less  variable  color  scheme  which  not  

only  utilizes  fewer  colors,  but  also  those  which  are  more  complementary.    Current  research  by  Cyr,  

Head,  and  Larios  (2010)  and  supporting  research  by  Adams  and  Osgood  (1973)  shows  that  websites  with  

multiple  and  contrasting  colors  decrease  user  satisfaction.  Our  team  recommends  that  SARMA.org  

switch  to  a  color  scheme  with  a  smaller  and  more  complimentary  color  palette.  Changing  the  color  

scheme  will  increase  user  satisfaction  which  is  generally  thought  to  increase  the  probability  of  purchase  

(e.g.  membership  purchases),  trust,  and  e-­‐loyalty.  

  or  palette,  Team  6

suggests  limiting  the  colors  used  to  a  simple  contrast  of  a  blue  background,  with  a  white  foreground  and  

black  text.  These  colors  are  compatible  with  existing  W3C  standards  for  both  usability  and  accessibility.  

Closing  Through  research  and  the  labs  that  we  have  conducted,  we  were  able  to  formulate  a  few  

recommendations  which  would  greatly  increase  the  user  experience  of  the  SARMA.org  website.  One  of  

the  key  aspects  of  web  design  is  to  not  only  have  the  website  be  aesthetically  pleasing,  but  to  have  an  

overall  feel  of  symmetry.  For  this  reason,  we  concluded  that  the  navigation  bar  would  have  better  use  

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located  underneath  the  SARMA.org  logo  at  the  top  of  the  page.  This  will  allow  for  the  website  

background  to  match  on  both  sides,  creating  a  symmetric  border  and  help  users  stay  focused  on  the  

important  information  and  wanted  links.  Along  with  changing  the  location  of  the  navigation  bar,  we  

recommend  that  the  hierarchical  ordering  of  some  of  the  links  be  changed;  specifically  the  SARMA  

Calendar  of  Events.  The  calendar  is  one  of  the  highly  looked  for  pieces  of  information  for  users  of  the  

website,  and  allowing  the  calendar  to  be  accessed  more  readily  will  increase  navigation  efficiency  and  

user  experience.  As  well  as  changing  the  navigational  hierarchy,  we  also  recommend  that  SARMA.org  

implement  an  easier  layout  for  users  to  seek  and  gather  information.  This  can  be  done  by  using  CSS  

instead  of  tables  to  keep  the  information  centered  and  scaled.  CSS  also  helps  in  keeping  the  website  

symmetrical.  Using  CSS  will  also  remove  the  need  for  non-­‐functional  white  space  which  will  help  users  

find  the  information  they  need  quicker.  Finally,  the  aesthetics  of  the  website  could  use  a  little  

reworking,  mainly  in  color  scheme  and  choices.  As  found,  the  current  SARMA.org  website  utilizes  

twenty-­‐six  colors.  Using  a  less  variable  color  scheme  with  colors  that  are  also  complementary  is  proven  

to  improve  user  satisfaction.  Implementing  these  recommendations  is  bound  to  please  the  audiences  of  

the  SARMA.org  website  by  creating  an  aesthetically  pleasing  symmetrical  website  where  information  

seeking  is  quick  and  uninterrupted.  

 

 

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 Works  Cited  

Adams,  F.  M.,  &  Osgood,  C.  E.  (1973,  June  1).  A  cross-­‐culture  study  of  the  affective  meanings  of  color.  Journal  of  Cross-­‐Cultural  Psychology,  4(135).  doi:10.1177/002202217300400201  

Aspinall,  D.  (2007,  October  5).  In  Task  Analysis:  HCI  Lecture  5.  Retrieved  April  2,  2012,  from  http://www.inf.ed.ac.uk/teaching/courses/hci/0708/lecs/tasks.pdf    Bernard,  Michael,  Barbara  Chaparro,  and  R  Thomasson.  "Finding  Information  on  the  Web:  Does  the  Amount  of  Whitespace  Really  Matter."  Usability  News  2.1  Jan.  (2000):  n.p.  Web.  25  Feb.  2012.  http://surl.org/usabilitynews/21/pdf/Usability%20News%2021%20-­‐%20Bernard%203.pdf  

Cyr,  D.,  Head,  M.,  &  Larios,  H.  (2010,  January).  Colour  appeal  in  website  design  within  and  acrross  cultures:  A  multi-­‐method  evaluation.  International  Journal  of  Human-­‐Computer  Studies,  68(1-­‐2),  1-­‐21.  doi:10.1016/j.ijhcs.2009.08.005  

Dimmick,  Forrest  L.  "Color  specification  based  on  just  noticeable  differences  of  hue."  Vision  Research  5.12  Dec.  (1965):  679-­‐94.  Web.  1  May  2012.  doi:  10.1016/0042-­‐6989(65)90040-­‐4  

Gilmore,  David,  Elizabeth  Churchill,  and  Frank  E.  Ritter.  Introduction  to  Human  Factors,  the  ABCS.  N.p.:  n.p.,  2000.  

Hochstein,  L.  (2002,  October  18).  In  University  of  Maryland.  Retrieved  April  2,  2012,  from  http://www.cs.umd.edu/class/fall2002/cmsc838s/tichi/printer/goms.html#KLM    Jacko,  J.  A.  (2011).  Human-­‐Computer  Interaction:  Users  and  Applications.  Heidelberg,  Germany:  Springer.  http://books.google.com/books?id=uLrF9k7pwUoC&pg=PA628&lpg=PA628&dq=visual+perception+experiments+hci+web+layout&source=bl&ots=c4uGKwfuCA&sig=pyiS5GOWKTaWO-­‐U1LimX_XqtzDo&hl=en&sa=X&ei=D-­‐NKT7fNM4630AH-­‐96SGDg&ved=0CB8Q6AEwAA#v=onepage&q&f=false  

Kieras,  D.  (1996).  A  Guide  to  GOMS  Model  Usability  Evaluation  using  NGOMSL.  Retrieved  April  1,  2003,  from  University  of  Michigan,  Electrical  Engineering  and  Computer  Science  Department  FTP  site:  ftp://www.eecs.umich.edu/people/kieras/GOMS/NGOMSL_Guide.pdf  

Kieras,  D.  (1993),  Using  the  Keystroke-­‐Level  Model  to  Estimate  Execution  Times,  http://courses.wccnet.edu/  ~jwithrow/docs/klm.pdf    Malamed,  C.  (2009).  Visual  Language  for  Designers:  Principles  for  Creating  Graphics  That  People  Understand  (pp.  12-­‐22).  N.p.:  Rockport  Publishers.  

Snook,  Jonathan.  2009.  Color  contrast  check.  Ontario,  Canada:  Ottawa.  Available  from  http://snook.ca/technical/colour_contrast/colour.html      

 

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Tuch,  A.  N.,  Bargas-­‐Avila,  J.  A.,  &  Opwis,  K.  (2010,  November).  Symmetry  and  aesthetics  in  website  design:  It's  a  man's  busness.  Computers  in  Human  Behavior,  26(6),  1831-­‐1837.  doi:10.1016/j.chb.2010.07.016  

World  Wide  Web  Consortium.  (2000).  Techniques  for  accessibility  evaluation  and  repair  tools.  Retrieved  from  http://www.w3.org/TR/AERT  

 

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Appendices  

Appendix  A  Task  1:  Find  when  the  SARMA  Officers  &  Committees  Meeting  is:  KLM  

M  1.35s  Point  to  link  P  1.1s  

K  1.35s  M  1.35s  P  1.1s  

K  .20s  M  1.35s    

P  1.1s  K  .20s  

M  1.35s    

Predicted  Time:  4M  +  3P  +  3K  =  (4*1.35)  +  (3*1.1)  +  (3  *  .20s)  =    9.3s    

Appendix  B  Task  2:  Find  out  where  to  register  for  SARMA  and  fill  out  registration  form  KLM  

M  1.35s  Point  to  Membership  link  P  1.1s  

K  .20s  M  1.35s  

Point  to  membership  level  P  1.1s  Click  membership  level  K  .20s  Find  Login  M  1.35s  Point  to  Login  P  1.1s  Click  on  Login  K  .20s  Type  Login  H  +  K*8  +  H  (average  user  name  length)  0.4s  +  .20*8  +  0.4s  Find  Password  M  1.35s  Point  to  Password  P  1.1s  Click  Password  K  .20s  Type  Password  H  +  K*8  +  H  (average  password  length)  0.4s  +  .20*8  +  0.4  Find  Confirm  Password  M  1.35s  Point  to  Confirm  Password  P  1.1s  Click  Confirm  Password  K  .20s  Type  Confirm  Password  H  +  K*8  +  H  (average  password  length)  0.4s  +  .20*8  +  0.4  

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M  1.35s  P  1.1s  C  .20s  

 Predicted  Time:  6M  +  6P  +  29*K  +  6*H  =  (6*1.35)  +  (6*1.1)  +  (29*.20)  +  (6*0.4)  =  22.9s    

Appendix  C  GOMS    

Finding  Meeting  Time  and  Date  

Method  for  goal:  find  information  Step  1:  Recall  information  needed  from  working  memory  Step  2:  Determine  category  on  navigation  bar  with  closest  match  to  information  requirements  Step  3:  Hover  over  category  Step  4:  Determine  if  the  information  needed  would  be  in  a  subcategories  link     Step  5:  If  it  would  be  there  click  link     Step  6:  If  not,  return  to  Step  2  Step  7:  Hover  over  link  Step  8:  Click  link  Step  9:  Determine  if  information  is  on  the  screen     Step  10:  Decide:  If  link  was  incorrect,  if  so  then  go  to  1  Step  11:  Accomplish  goal:  find  information      Registering  for  Membership  

 

Method  for  goal:  find  information  Step  1:  Recall  information  needed  from  working  memory  Step  2:  Determine  category  on  navigation  bar  with  closest  match  to  information  requirements  Step  3:  Hover  over  category  Step  4:  Determine  if  the  information  needed  would  be  in  a  subcategories  link     Step  5:  If  it  would  be  there  click  link     Step  6:  If  not,  return  to  Step  2  Step  7:  Hover  over  link  Step  8:  Click  link  Step  9:  Determine  if  information  is  on  the  screen     Step  10:  Decide:  If  link  was  incorrect,  if  so  then  go  to  1  Step  11:  Accomplish  goal:  find  information          Method  for  goal:  register  for  membership  

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Step  1:  Enter  information  Step  2:  Decide  membership  type    Step  3:  Move  to  membership  type  Step  4:  Select  membership  type  Step  5:  Move  to  user  name  Step  6:  Decide  username  Step  7:  Enter  username    Step  8:  Move  to  password  Step  9:  Decide  password  Step  10:  Enter  password  Step  11:  Move  to  confirm  password  Step  12:  Recall  password  from  working  memory  Step  13:  Enter  password