ADVANCED

MANAGEMENT
INFORMATION SYSTEMS
LECTURE 5

END-USER INTERACTION

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OUTLINE
 User Interface
 ISO 9241:2006
o Usability
o Presentation of information
o Dialog principles
 The role of user interface
 End-user interaction
 A usecase in e-commerce
 Summary
 Discussion
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USER INTERFACE
 Interface is “a connection between two pieces of
electronic equipment, or between a person and a
computer.” (Cambridge Advanced Learner’s Dictionary)
 User interface of an interactive system
o “all components of an interactive system (software or hardware)
that provide information and controls for the user to accomplish
specific tasks with the interactive system” (ISO 9241-110:2006)
 User interface of an information system
o “all components of an information system that provide
information and controls for the user to accomplish specific tasks
with the information system” (Vo, 2015)

http://dictionary.cambridge.org/dictionary/british/; http://www.iso.org/iso/iso_catalogue/catalogue_tc/catalogue_detail.htm?csnumber=38009; Vo Thi Ngoc Chau, “Chapter 5: End-user Interaction,” Lecture Notes, Semester 1: 2015-2016, Department of Information Systems, HCMC University of Technology

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TYPES OF USER INTERFACE

 By functionality
o Input interfaces
o Output interfaces
 By user
o Internal users
o External users

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ISO 9241
 “ISO 9241 is a multipart International Standard that deals
with both the hardware and software ergonomic aspects
of the use of visual display terminals (VDTs).” (ISO
9241:2006)

https://www.iso.org/obp/ui/#iso:std:iso:9241:-12:ed-1:v1:en

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USABILITY (1/2)
 ISO 9241-11:1998
 Usability in terms of
o Effectiveness: “accuracy and
completeness”
o Efficiency: "the ratio of
effectiveness divided by the  In particular context of use
resources consumed“
o Satisfaction: "freedom from
discomfort, and positive
attitudes towards the use of
the product"
Nigel Bevan, James Carter, Susan Harker, "ISO 9241-11 revised: What have we learnt about usability since 1998?" In HumaComputer Interaction, M. Kurosu (ed.), Part 1, HCII 2015, LNCS 9169, 143-151, 2015

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USABILITY (2/2)
 ISO 9241-11:2006
 New changes of usability
o “products”  “products, systems, and services”
o Goals: output related outcomes, personal outcomes, usability
outcomes, others (safety, security, privacy)
o Effectiveness: “accuracy and completeness”  “accuracy,
completeness, appropriateness”
o Efficiency: "the ratio of effectiveness divided by the resources
consumed“  "has been redefined as the resources (time, human
effort, costs and material resources)“
o Satisfaction: "freedom from discomfort, and positive attitudes towards
the use of the product"  "the extent to which attitudes related to the
use of a system, product or service and the emotional and
physiological effects arising from use are positive or negative“
o Context of use: potential and specified context of use, single instance
and single individual
Nigel Bevan, James Carter, Susan Harker, "ISO 9241-11 revised: What have we learnt about usability since 1998?" In HumaComputer Interaction, M. Kurosu (ed.), Part 1, HCII 2015, LNCS 9169, 143-151, 2015

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PRESENTATION OF INFORMATION (1/3)
 ISO 9241-12:2006
 How to do that?
o Text-based user interface
o Graphical user interface
o Not auditory presentation

“Presentation of visual information should

enable the user to perform perceptual
tasks (e.g. searching for information on the
screen) effectively, efficiently, and with
satisfaction.”

Vo Thi Ngoc Chau, “Chapter 5: End-user Interaction,” Lecture Notes, Semester 1: 2015-2016

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PRESENTATION OF INFORMATION (2/3)
 Seven attributes of presentation of information (Oppermann, 2002)
o Clarity: the information content is conveyed quickly and accurately;
o Discriminability: the displayed information can be distinguished
accurately;
o Conciseness: users are not overloaded with extraneous information;
o Consistency: a unique design, conformity with user’s expectation;
o Detectability: the user’s attention is directed towards information
required;
o Legibility: information is easy to read;
o Comprehensibility: the meaning is clearly understandable,
unambiguous, interpretable, and recognizable

 The “look” of the interface!

Reinhard Oppermann, "Chapter 15: User-interface design," in Handbook on Information Technologies for Education and Training, pp. 233-248, Springer, 2002

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PRESENTATION OF INFORMATION (3/3)
 Notes
o Location of information
o Appropriateness of windows
o Organization of information into areas,
input/output areas, groups, lists, tables, fields
o Designating the meaning of information items with
labels
o Use of graphical objects: images, icons, graphs,
etc.
o Coding techniques: color, size, shape, etc.
Vo Thi Ngoc Chau, “Chapter 5: End-user Interaction,” Lecture Notes, Semester 1: 2015-2016

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DIALOG PRINCIPLES (1/2)
 ISO 9241-10:2006
 Dialogue principles concern the development of user
interfaces
 They help prevent users from experiencing usability
problems
o Additional unnecessary steps not required as part of the task
o Misleading information
o Insufficient and poor information on the user interface
o Unexpected response of the interactive system
o Navigational limitations during use
o Inefficient error recovery

http://www.iso.org/iso/iso_catalogue/catalogue_tc/catalogue_detail.htm?csnumber=38009

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DIALOG PRINCIPLES (2/2)
 Seven Dialog principles (Oppermann, 2002)
 Suitability for the task: the dialogue is suitable for a task when it supports the user in
the effective and efficient completion of the task;
 Self-descriptiveness: the dialogue is self-descriptive when each dialogue step is
immediately comprehensible through feedback from the system or is explained to the
user on request;
 Controllability: the dialogue is controllable when the user is able to initiate and control
the direction and pace of the interaction until the point at which the goal has been met;
 Conformity with user expectations: the dialogue conforms with user expectations
when it is consistent and corresponds to the user characteristics, such as task
knowledge, education, experience, and to commonly accepted conventions;
 Error tolerance: the dialogue is error tolerant if despite evident errors in input, the
intended result may be achieved with either no or minimal action by the user;
 Suitability for individualization: the dialogue is capable of individualization when the
interface software can be modified to suit the task needs, individual preferences, and
skills of the user;
 Suitability for learning: the dialogue is suitable for learning when it supports and
guides the user in learning to use the system.

 The “feel” of the interface!

Reinhard Oppermann, "Chapter 15: User-interface design," in Handbook on Information Technologies for Education and Training, pp. 233-248, Springer, 2002

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REAL WORLD EXAMPLES (1)
 Lingscars

http://www.lingscars.com/

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REAL WORLD EXAMPLES (2)
 ARNGREN

http://www.arngren.net/

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REAL WORLD EXAMPLES (3)
 Ebay

http://www.ebay.com/

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REAL WORLD EXAMPLES (4)

 Google search

https://www.google.com.vn/

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THE ROLE OF USER INTERFACE
Which step from System/Software Development Life
Cycle (SDLC) involving in architecture?
“The design step involves
resolution of critical technical
issues, selection of architecture
and platform(s), adoption of
standards, assignment of staff,
completion of external design
(user interface design), design of
critical data structure and
database, internal design of
algorithms and processes,
Requirements Traceability Matrix,
preliminary test script, final time
and cost estimate, and a final cost-
benefit analysis.” (Brandon, 2006)
(O’Brien & Marakas, 2010; Brandon, 2006)

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END-USER INTERACTION
 By channels
o Non-web: paper, mobile, fax
o Web
 By interfaces
o Command-based user interface
o Graphical user interface
o Voice user interface
o Hybrid interface

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COMMAND-BASED USER INTERFACE
 “A user
interface that
requires you to
give text
commands to
the computer to
perform basic
activities.” (Stair
& Reynolds,
2011)
R. M. Stair, G. W. Reynolds. Fundamentals of Information Systems. Cengage Learning, Sixth Edition, 2011.

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GRAPHICAL USER INTERFACE
 “A screen interface that adopts the use of icons
and symbols to represent functions that a user
can implement.” (Langer, 2008)
 "An interface that displays pictures (icons) and
menus that people use to send commands to the
computer system.“ (Stair & Reynolds, 2011)

A. M. Langer, Analysis and Design of Information Systems, Third Edition, Springer, 2008, p. 398; R. M. Stair, G. W. Reynolds. Fundamentals of Information Systems. Cengage Learning, Sixth Edition, 2011.

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VOICE USER INTERFACE
 "Voice user interface is what a person
interacts with when communicating with a
spoken language application.“ (Cohen et al.,
2004)

M. H. Cohen, J. P. Giangola, J. Balogh. Voice user interface design. Nuance Communications, Inc. 2004

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HOW TO DESIGN USER INTERFACE

 Principles

 Rules

 Technology

“Interface design depends upon the task,

the user, the environment and the available
technology.” (ISO 9241-12:2006)

http://www.iso.org/iso/iso_catalogue/catalogue_tc/catalogue_detail.htm?csnumber=38009

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END-USER INTERACTION
IN E-COMMERCE:
A USE CASE

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WEB DISPLAY ON MOBILE DEVICES

 Various mobile devices with

heterogeneous display (size and
resolution)
 Three common approaches
 Wireless application protocol (WAP)
 Normal web page with increased screen

solution
 Web site design for mobile devices

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Symbol Description
mdpi medium-density (mdpi) screens (~160dpi)
hdpi high-density (hdpi) screens (~240dpi)
xhdpi extra high-density (xhdpi) screens (~320dpi)

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RESPONSIVE WEB DESIGN (1/3)

https://en.wikipedia.org/wiki/Responsive_web_design#cite_note-1; https://www.smashingmagazine.com/2011/01/guidelines-for-responsive-web-design/

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RESPONSIVE WEB DESIGN (2/3)
 Making web pages render well on different
kinds of devices such as desktops, laptops,
smart phones, tablets, smart TVs.

https://developers.google.com/web/fundamentals/design-and-ux/responsive/

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RESPONSIVE WEB DESIGN (3/3)

https://responsivedesign.is/examples/; https://2017.cssconf.eu/

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AN E-COMMERCE WEBSITE

 An effective web presence

 Understand ourselves
 Understand customers

 Usability
 Stickiness

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HOW TO CREATE AN
EFFECTIVE WEB PRESENCE
 Presence in the physical world
 Presence on the web

https://www.ocb.com.vn

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WHERE SHOULD WE START?

 Understand ourselves
 Understand customers

Internet

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IDENTIFYING GOALS
 Attracting visitors to the Web site.
 Making the site interesting enough that visitors stay and
explore.
 Convincing visitors to follow the site’s links to obtain
information.
 Creating an impression consistent with the organization’s
desired image.
 Building a trusting relationship with visitors.
 Reinforcing positive images that the visitor might already
have about the organization.
 Encouraging visitors to return to the site.
Schneider (2011)

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WHAT VISITORS NEED
 Learning about products or services that the company offers.
 Buying products or services that the company offers.
 Obtaining information about warranty, service, or repair
policies for products they purchased.
 Obtaining general information about the company or
organization.
 Obtaining financial information for making an investment or
credit-granting decision.
 Identifying the people who manage the company or
organization.
 Obtaining contact information for a person or department in
the organization.
 Following a link into the site while searching for information
about a related product, service, or topic.
Schneider (2011)

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https://news.ycombinator.com/

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WEB SITE USABILITY

 Make the web site accessible to more people,

including those with disabilities.
 Make the web site easier to use.
 Make the trust on visitors and develop
feelings of loyalty with services such as
delivery, order handling, help with selecting a
product, after-sale support.

Schneider (2011)

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https://www.openoffice.org/why/

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https://www.coca-colacompany.com/contact-us/index

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https://www.phuongnguyenmart.com/

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SOME WEB SITE DESIGN TIPS (1/2)

 Design the site around how visitors will

navigate the links.
 Allow visitors to access information quickly.
 Avoid using inflated marketing statements in
product or service descriptions.
 Avoid using business jargon and terms that
visitors might not understand.

Schneider (2011)

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SOME WEB SITE DESIGN TIPS (2/2)
 What can a user do with their mouse, finger, or stylus to
directly interact with the interface?
 What about the appearance (colour, shape, size, etc.)
gives the user a clue about how it may function?
 Do error messages provide a way for the user to correct
the problem or explain why the error occurred?
 What feedback does a user get once an action is
performed?
 Are the interface elements a reasonable size to interact
with?
 Are familiar or standard formats used?
https://www.interaction-design.org/literature/article/what-is-interaction-design

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https://www.interaction-design.org/literature/article/what-is-interaction-design

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https://brandjournalists.com/10-pieces-of-business-jargon-that-suck/

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SOME WEB SITE DESIGN TIPS
 Be consistent in use of design features and
colors.
 Make sure that navigation controls are clearly
labeled or otherwise recognizable.
 Test text visibility on a range of monitor sizes.
 Check to make sure that color combinations do
not impair viewing clarity for color-blind visitors.
 Conduct usability tests by having potential site
users navigate through several versions of the
site.
Schneider (2011)

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STICKINESS

Internet

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WEB SITE STICKINESS (1/2)
 Keep visitors longer for their
browsing
 Keep visitors’ attention on other

visit reasons
 Attract repeat visitors

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WEB SITE STICKINESS (2/2)
 Stickiness measure (Key
Performance Indicators – KPIs)
 Average time per visitor per month
 Average pageviews per visit

 Percentage of new and returning visitors

 The number of pages navigated by a

visitor in one session

 Bounce rate

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STICKINESS OF LEADING WEB SITES

Schneider (2011)

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HOW TO IMPROVE STICKINESS
 Website quality
 Social connection

 Reach and interaction

 Straightforward commerce

 Etc.

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SUMMARY

 User interfaces
 ISO 9241:2006

 Types of end-user interaction

 E-commerce: a usecase

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DISCUSSION

 What are user-interface requirements for e-

commerce web sites?
 How many rules have you known so far for
interface design?

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REFERENCES (1/2)
1. Kim Viborg Andersen, Morten Thanning Vendelø, “The past and future of
information systems”, Elsevier Butterworth-Heinemann, 2004.
2. Dimitris N. Chorafas, “Enterprise Architecture and New Generation
Information Systems”, ST. Lucie Press, 2002.
3. Peter Bernus, Kai Mertins, Günter Schmidt, “Handbook on Architectures
of Information Systems”, Springer-Verlag, Second Edition, 2006.
4. Joseph Fong, “Information Systems Reengineering and Integration”,
Second Edition, SpringerVerlag, 2006.
5. Witold Abramowicz, Heinrich C. Mayr, “Technologies for Business
Information Systems”, Springer-Verlag, 2007.
6. J. O’Brien, G. M. Marakas, ”Introduction to Information Systems”,
McGraw-Hill, 2010.
7. Z. Irani & P. Love, “Evaluating Information Systems – Public and Private
Sector”, Elsevier, 2008.
8. D. Brandon, “Project Management for Modern Information Systems”,
Idea Group Inc, 2006.

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 REFERENCES (2/2)
9. Heimo H. Adelsberger, Kinshuk, Jan Martin Pawlowski, Demetrios
Sampson, “Handbook on Information Technologies for Education and
Training”, Second Edition, Springer-Verlag, 2008.
10. Joseph Tan, “E-Health Care Information Systems: An Introduction for
Students and Professionals”, Jossey-Bass, 2005.
11. “Design of Industrial Information Systems”, Academic Press, Inc., 2006.
12. J. O’Brien, “Management Information Systems: Managing Information
Technology in the Business Enterprise”, Sixth Edition. McGraw-Hill, 2004.
13. Information and Communications Publishing House, Information and Data
on Information and Communication Technology, White book 2014.
14. J. McManus & T. Wood-Harper, “Information System Project
Management”, Pearson Education Limited, 2003.
15. Đặng Trần Khánh, Phan Trọng Nhân. Bảo vệ tính riêng tư trong các dịch
vụ dựa trên vị trí, ISBN 978-604-73-4009-5, NXB ĐHQG-ĐHBK Tp. HCM,
2016.

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QUESTIONS AND ANSWERS

Picture from: http://philadelphiasculpturegym.blogspot.com/2013/09/save-date-free-talk-and-q-on-affordable.html

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