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Understanding Information Users & Behaviors

This book explores the nature, needs, and behaviors of information users, and how they define the design and functionality of information systems like websites. It covers topics such as information needs, types of users, and online searching behaviors.

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Understanding Information Users & Behaviors

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  1. Graduate School of Library and Information ScienceLIS 753 Internet Fundamentals & DesignsInformation users & behaviors By: YijunGao Jan 22, 2015

  2. Information (Internet) Users • Focal Point of all Info. Systems (i.e., websites) --- Powerful & Interest in the speed of delivery --- First thing to know: the users!!! --- Nature, number, needs of users & reasons • Users Define the System Design --- Activities & Information searching behaviors --- Our sole objective: transfer info. to users --- What they need is what we offer?

  3. Types of Info. Users • Identified by the nature of Info. systems --- By: work, age, sex, social groups (anything else?) --- Cross classification of users (belong to different groups) --- Question: Who will be our target audience? • Actual & Potential Users (important!) • Expected & Beneficiary Users --- Users and their friends/family members --- Researchers (Teachers) & Students • Professionals (On & Off duties needs vary)

  4. Information Needs • A result of unresolved problems --- To fill a void in knowledge --- Not constant (always changing) --- Depend on environment --- Might be Unconscious & Undefined e.g. I want to find something cool… • Expressed & Compromised needs --- Not all needs could be expressed (agree?) --- What are your needs now 

  5. General Types Info. Needs • Factual Information --- Specific & Well-defined Subjects --- Personal & Institutional Information • Bibliographic & Textual Information --- Author, title & full text • Users were brought up & live in now --- Constantly changing needs

  6. Online Searcher’s Needs • Not constant & change over time/envir. --- Un-expressed or poorly expressed • In Scientific/Technological Research --- Background, Previous Study, RQ, Data, Results • In Business & Enterprise --- Performance, market share, activities --- Future Trends, new markets • Searching = Need to find something

  7. Information Behaviors • Known item seeking --- E.g.: Prof. phone number & email address • Exploratory seeking --- Open-ended, learning from searching --- E.g.: Looking for tax info. • Exhaustive research --- Looking for everything --- Leave no stone unturned • Re-finding something known (why?)

  8. Online Searching Behaviors • The “too simple” model * Ask---answer---satisfied  • Searching, browsing, asking… * Info. needs change, try new approach • “Berry picking” model by Marcia Bates * Searching is non-linear（any example?） • Pearl-growing approach * Start with one or a few good documents & find more e.g.: more related readings

  9. Knowing Information Users • Who are the Audience… • Their organization or institution --- Structure, links, activities --- Source & flow of information • Information on User Groups --- Needs of GSLIS as a whole • Information on Individual Users --- Students’ needs

  10. Conducting User Studies • Design & implement of research * Identify problem  Lit. review I * Define research question Lit. review II * Data collection & Analysis • Methodology * Survey: questionnaires, interviews, case studies * observation of events: participant or not

  11. First Step of Web Design • Defining goals, analyzing needs --- Keep rethinking & rebuilding --- Ask: what & why? • Technology & Content Issues --- How long the process will take? --- How much to spend? --- How to assess the results of efforts?

  12. Website Development Procedure • Strategy & planning (Project management) • Information architecture • User interface design • Graphic design for the web • Web technology Consideration • Site production • Follow-up Maintenance and Updates…

  13. Website Usability Lead • Shape the overall user experience • Done by the information architect • Primary user advocate (before & during design) • Before: user research and persona development, set universal usability standards (to be discussed) • During: gathering user feedback, evaluating the effectiveness of designs (interview & field studies) • During: More User testing and ensures that universal usability goals are met.

  14. Website Usability Lead Issues • Ask: 1. Does the site accomplish the goals? 2. Are users successful & satisfied with the design? 3. Are more users visiting the site? --- This is for measuring project outcomes 4. Is the site producing more revenue? --- The more visits we have, the better 

  15. Information Architect • Organize (categorize) website structure / content • Most active early in the design and planning phases 1. Develop content categorization schemes 2. Consistent site terminology / content structure 3. Site architecture diagrams • Explain the overall site planning to both the sponsor (project owner) & the web construction team.

  16. Information Architect • Create “wireframes,” the diagrammatic page grids that show how various areas of the page used to support site identity, navigation, and page content. • Page wireframes form the crucial link between the overall site architecture and what the user sees on each page of the web site, determining how easily a user can find the site’s content

  17. MLIS  Information Architects • Help users find relevant content --- Using controlled vocabularies, --- Carefully designed content --- Navigation nomenclature --- Search techniques • Use charts and diagrams --- Site architecture overviews --- Page wireframes --- User interaction explanations

  18. MLIS & Web Design Team • An committed advocate for users & needs  --- Yes, this is MLIS job! • Project Manager (We can do that) • Usability Leader & Info. Architect • Webpage evaluator & Site Content Editor • Search Engine / Social Media Optimizationer • Make it easy to find contact information

  19. Web Design IS NOT Tech Only • Listen & respond to what real users say! --- Understand their skills and interests • Test designs with users of different ages, abilities, and interests, and be prepared to change in response to user feedback. • Do not ignore Website Accessibilities!

  20. Technology Considerations • Add substantive content or features and apply universal usability principles • Why and how a technology benefit our site --- After thorough assessment • Never use pointless Flash animations to “make the site more interesting.” • A “404” error page with helpful search and links if the user hits a broken link on our site

  21. Content Development Strategy • The hardest, most time-consuming, and most consistently underestimated part of any web site development project.  • Starting early with a firm content plan will ensure we won’t be caught later with a well-structured but empty web site… • Group critiques are a great way to make a web site successful ( everyone on the team sees each site from a user’s point of view)

  22. Small but Useful Contents • A concise, high-quality site is much better than a big contraption full of broken links. • Produce the minimum necessary to achieve excellent result. Provide useful things  • Be concise, and be generous with headers, subheads, and lists, so the user can scan your content easily (Website is not a book)

  23. Consistency: the Golden Rule • Be consistent with the general conventions of the web, home institution and within site • Craft page titles and content carefully --- Consistent with major headings • Must have: Interesting content & features • Craft NOT to DO Statement (See notes)

  24. The Site Development Process • From General to Details/Specifics • Site definition and planning • Information architecture • Site design / construction / marketing • Tracking, evaluation, and maintenance • Concentrating on the “must-have” features, content, and purposes rather than specific technologies (such as Flash, Ajax…)

  25. Web Project Design Checklists • Creating website to support our mission • Listing two or three most important goals • Identifying the primary audience • What do you want the audience to do? --- After having visited our site --- Use what web-related strategies? • Measure the success of the site (visits only?) • Adequately maintain/update the finished site

  26. Web Project Design Wrap-Ups • What is the budget for the site? • What is the site production schedule (i.e.: intermediate milestones & dates) • Who are vendors on the development team and their responsibilities? • How many pages will the site contain? • Any technical or functional requirements? • Who will be responsible for the ongoing support once the site is launched?

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