When marketing meets usability: the consumer behavior in heuristic evaluation for web

  • Authors:

  • Maria Julia Benini;Leandro L. Batista;Marcelo K. Zuffo

  • Affiliations:

  • Escola Politécnica da USP, São Paulo, Brazil;Escola da Com, e Artes, São Paulo, Brazil;Escola Politécnica da USP, São Paulo, Brazil

  • Venue:
  • CLIHC '05 Proceedings of the 2005 Latin American conference on Human-computer interaction
  • Year:
  • 2005

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Abstract

This paper describes a solution on heuristic evaluation for HCI (human-computer interaction) that has been applied in commercial websites usability intervention.It is a practical experience report of the efficient use of HCI (human-computer interaction) that has been received enthusiastically by the market. Its relevance comes from the combination of experimental psychology models both from HCI and consumer behavior theories.Graphical user interface (GUI), information structure and contents are analyzed by the point of view of the Marketing and of the cognitive ergonomics. While the GUI design and its inherent wireframe are responsible for sharing cognitive efforts with user, avoiding information processing overload, the information structure and contents not only corroborate for usability but also for the website communication strategies effectiveness.