Heuristic Evaluation of Website Attractiveness and Usability [chapter]

Alistair Sutcliffe
2001 Lecture Notes in Computer Science  
Web interfaces challenge traditional definitions of usability. A three phase model for website evaluation is proposed, based on initial attractiveness, exploration/navigation and transaction. Usability is redefined as trade-off between increasing the user's motivation to encourage exploration and purchasing in e-commerce, and the costs of usability errors. Heuristics for assessing the attractiveness of web user interfaces are proposed based on aesthetic design, general arousal created by
more » ... , corporate identity and brand, and the perceived utility matched to users' requirements. The heuristics are tested by evaluating three airline websites to demonstrate how different attractiveness and traditional usability trade-offs contribute to overall effectiveness.
doi:10.1007/3-540-45522-1_11 fatcat:3zopyw3xy5gqjgtc6au2vnn4oy