Development of a tool for Website Audit focusing on PET (Persuasion, Emotion and Trust) Abstract:
Usability is one of the major factors that determines the successfulness of a website. Similarly, psychology behind it is also a crucial part which is applied in fragments or not at all. This study focuses on the human behavior (psychology) while using a website even at the cognitive level and it implements a measurement tool for evaluating different parameters under it. Parameters studied are persuasion, emotion and trust. Based on literature, 3 sets of questionnaires have been formulated. Researchers, Designers or psychologists can use it to evaluate and measure the subjectivity of the website. They can also improve the website experience at emotional as well as cognitive level by using this construct. Facial Expressions, Eye Movements and hand gestures decoded at every second co-related with Screen recordings.
To understand Persuasion, Emotion and Trust in depth and converting them into an auditable questionnaire. To bridge the gap wbetween research and design in UX. To develop a tool to map and measure psychology so that it could be implemented in UX easily.
Background Psychology is the study of understanding people’s behaviors and emotions. And behind all of that, there are motivations why people are doing what they are doing. Studying and trying to create a better UX is very similar to that.
PET Overview Model Based on Secondary
Objectives
• 3 Sets of Questionnaires developed for each, Persuasion, emotion and Trust using Secondary Data.
Persuasion is an attempt to change attitudes or behaviours or both (without using coercion or deception).
Conclusion The construct developed with highly researched secondary data tracing history of persuasion, emotion and trust. Studying works of various philosophers, researchers and authors, a model to act like a bridge between research and design was the aim of the project. Further the protocol and technical methods validating the same makes it sufficient and detailed enough to cater that gap/ bridge. The model can help in evaluating any website with all the details in terms of psychological behaviour. One disclaimer is that the construct needs to be used only by researchers, psychologists, designers and digital marketing people involved in the project.
Copyright © 2018 [Kanishka Aggarwal]. All Rights Reserved.
Secondary Study
Trust is believing that the person who is trusted will do what is expected. It starts at the family and grows to others. A person’s dispositional tendency to trust others can be considered a personality trait and as such is one of the strongest predictors of subjective well-being.
Preparation of Auditable Questions
Face Value Test
Protocol Analysis with Brain wave mapping and Audit
Literature Study regarding PET
Secondary Research (General)
• Persuasion, Emotion and Trust (PET) studied thoroughly. • Factors affecting PET How do these factors affect human behavior
Data Trianaulation
Primary Study
Emotion is often defined as a complex state of feeling that results in physical and psychological changes that influence thought and behaviour.
• Content people asked to bucket the questions prepared under either of P,E and T.
• Particpants asked to think aloud while going through a website. • Facial Expressions were recorded. • Voice recordings • Screen Recordings • Use of Brain Wave Mapping
Particpants were given four tasks to perform. Graphs from brain wave maps measured Activation (Persuasion) and Emotion spectrum while doing the task.
Triangulating Protocol Analysis above with the Brain Wave map graphs (below).
Audit results Calculated MEAN to find out level of each, P E & T using SPSS Software. It came out to be at poor level.
Kanishka Aggarwal Master of Design (2016-18) MD/16/59