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Discovering Functional Requirements
        and Usability Problems
      for a Mobile Tourism Guide
 through Context-Based Log Analysis
                    Elena Not                     Adriano Venturini
         Fondazione Bruno Kessler                     eCTRL Solutions
               Trento, Italy                           Trento, Italy




Friday, 25th January 2013       ENTER 2013 Research Track               Slide Number 1
Summary

• The complexity of designing and evaluating
  mobile services for tourism
• Context-based log analysis as a method for
  remote asynchronous evaluation of system
  use
• Testing the methodology with a real system
• Findings and implications
                ENTER 2013 Research Track   Slide Number 2
Mobile services:
    powerful but challenging
What makes mobile services powerful, makes
them difficult to design and evaluate
  – Ubiquity: possibility to access anywhere
  – Convenience: access anytime, at the point of
    need
  – Localization: location as a key to access
    focused services
  – Personalization: contextual factors can shape
    the service
                  ENTER 2013 Research Track   Slide Number 3
Complexity in design
Broad design space
   – Functionalities
   – Customization
      • Content data (e.g., which products are recommended)
      • Information presentation (graphical rendering,
        language)
      • Interaction mechanisms (browsing options or activities
        proposed to users)
      • Proactivity of the systems (pull/push mode)
Difficult to envisage all possible scenarios in advance
                     ENTER 2013 Research Track    Slide Number 4
Complexity in evaluation

Evaluation should occur
  – in an ecological setting,
  – with users using the system whenever the
    actual need arises,
  – and tracking the contingent contextual factors




                  ENTER 2013 Research Track   Slide Number 5
Evaluation of mobile services
Controlled experiments        Synchronous remote                Asynchronous remote
                              usability testing                 unmoderated usability
                                                                testing
• Controlled task             • Controlled task                 • Controlled task
• Co-location of user         • Researcher                      • User doing test when
  and researcher (e.g. lab)     interacting/observing             convenient
• Direct observation            user from remote                • Researchers analyzing
                                                                  data afterwards
• Good for major              • User can be on the              • User can choose time
  usability problems            move                              and place freely
• Does not require            • Does not require                • Still, tasks are not free
  complete system               complete system



                                                         MOD 1000


                                 ENTER 2013 Research Track                     Slide Number 6
Can asynchronous remote
   evaluation of free usage help?
Asynchronous remote evaluation of free            Benefits:
usage
                                                  • Discover information
• User using system when need arises
• Free usage, according to actual needs             needs  new
• Monitoring of logs and contextual                 functionalities
  factors                                         • Discover patterns of usage
• Researchers analyzing data afterwards
                                                     adaptive interaction
• Large sample of users
• System in actual usage                          • Understand usability
                                                    problems
• Complexity of interpretation, but…
• Contextual factors help to understand



                              ENTER 2013 Research Track            Slide Number 7
Methodology

• Identify potentially relevant contextual
  factors (Baltrunas et al., 2012)*
• Set research hypothesis
• Clean up the log sample
• Context-based analysis of web-logs
• Derive implications for re-design
    * Baltrunas, L., Ludwig, B., Peer, S. & Ricci, F. (2012) Context Relevance Assessment and Exploitation in Mobile
    Recommender Systems. In Personal and Ubiquitous Computing (2012) 16: 507-526
                                        ENTER 2013 Research Track                                    Slide Number 8
Testing the method
• Biella Mobile: mobile services for a
  medium-sized DMO www.atl.biella.it
  – Average of 74.000 unique visitors per year to
    the main portal
• Mobile services online from March 2012;
  automatic redirection for smarphone users
  – Average of 860 unique visitors per month


                  ENTER 2013 Research Track   Slide Number 9
Funtionalities of Biella Mobile v1.0
      http://www.atl.biella.it
• Simple information
  structure
• Access to products
  catalogue, organized
  by category
• Products ordered by
  distance when user
  location is known
• Internal search filters
• Details pages and
  maps for products

                        ENTER 2013 Research Track   Slide Number 10
Evaluation experiment
• Collection of logs of four weeks of free usage
  (25 June – 22 July 2012): 747 sessions
• 355 sessions (with more that one visited page)
  considered for analysis (108 with known
  location)
• Objective of study, to identify:
  – Additional functionalities for next release of system
  – Desirable forms of adaptivity of the system
  – Usability problems
                     ENTER 2013 Research Track   Slide Number 11
Collected information
• Interaction information:
   – visit duration
   – actual sequence of visited pages
   – action buttons used (e.g., “show more”, phone call, an email or the
     redirection to the personal web site of a POI)
   – usage of text strings to filter search results
   – position in the result list and the user distance from inspected POIs
• Contextual information
   –   current position, distance from Biella
   –   day and time of access
   –   new/returning user
   –   type of searched content
                            ENTER 2013 Research Track         Slide Number 12
Specific research hypothesis
• H1: The number of visits to Biella Mobile and
  the type of information searched by users
                                                        Context
                                                       influences        
                                                     informational
  depends on contextual factors, in particular           needs
  week day, location and use frequency
• H2: Map-based functionalities have a relevant       Maps are
                                                      pivotal for
                                                                         ?
  role in supporting mobile users’ informational     mobile users
  needs.
• H3: Different product categories are
  characterized by different search and
                                                      Interface
                                                      adaptivity
                                                                         
  decision-making patterns.                          makes sense

                         ENTER 2013 Research Track     Slide Number 13
Findings: Influence of context
         • The system is significantly* used
           more:
                • during weekends
                • by users in the area of Biella
         • Events are by far* the most
           searched category for onsite users
           (especially local, recurring users)
         • Far away users have more varied
           informational needs
* chi-square test with α = 0,001 of significance threshold
                                                         ENTER 2013 Research Track   Slide Number 14
Implications
• New functionalities
  – Alert service about events/activities
• Forms of adaptivity
  – Push of news for local, frequently
    returning users
  – Prominence of weekend events




                  ENTER 2013 Research Track   Slide Number 15
Findings: Patterns of usage
     Varied search and decision-making patterns* :
     •       Events: very few map visualizations, few events
             inspected per session  the result list is the main source
             for decision
     •       Accommodation, Sports, Itineraries: visualization of maps
             and details
     •       Restaurants: visualization of details is crucial for decision
     •       Places, interests: many items inspected per session
             comparison seems important

* chi-square test with α = 0,001 of significance threshold

                                                      ENTER 2013 Research Track   Slide Number 16
Implications (2)
Forms of adaptivity
• Different display/search methods for different
  product categories
   – Events: good summary in result list; prominence to
     weekend events
   – Accommodation, Sports, Itineraries: map-based
     search
   – Restaurants, places, interests: comparison or
     content filters may speed up search


                     ENTER 2013 Research Track    Slide Number 17
Findings: usability problems
• Analysis of bounces
   – Many bounces are due to search engine indexing done
     on web pages of main portal
   An effective redirection to corresponding mobile pages
   should be guaranteed

• Analysis of internal search
   – Users use internal search expecting google-like
       behaviour (e.g. “agriturismi”)
    Assure flexible internal search or powerful content
   filters
                      ENTER 2013 Research Track   Slide Number 18
Findings: qualitative analysis
        of returning visits
Qualitative identification of specific user segments:
• Frequent local users:
   – Repeated access from the Biella area, looking for events and
     activities for the upcoming weekend
   – Repeated access on Sunday morning, looking for events and
     activities
• Incoming tourists:
   – Repeated access to accommodation list one day before or during
     the weekend
   – Access from remote few days before, and when onsite check the
     same information again
                         ENTER 2013 Research Track          Slide Number 19
Implications (3)

New functionalities
  – Personalized
    recommendation for local
    frequent users
  – Wish-list service for quick
    access to already
    preselected items (Mobile
    Travel Planner)


                      ENTER 2013 Research Track   Slide Number 20
Architecture (www.suggesto.eu)
  Mobile WebApp               Travel Planner                 Travel Widget
DMO/TourOperator/Hotels   For DMO/TourOperators sites        For partner websites




                                                                 DMO/Tour
    Suggesto Portal (Liferay Based)                              Operator
                                                                 Contents

                            Suggesto                  XML        HarmoSearch
Suggesto Recommender
                             CMS                      Feed       Network

          Relational                  XML
          Database                Database
                          ENTER 2013 Research Track              Slide Number 21
Conclusion
• Asynchronous remote evaluation of free usage,
  through context-based log analysis, may reveal:
   – Context-based informational needs
   – Context-based patterns of usage
   – Usability problems that can be detected only in actual
     system usage
• Input for system evolution:
   – New functionalities
   – Forms of adaptivity
   – Usability improvement
                      ENTER 2013 Research Track    Slide Number 22
Discovering Functional Requirements
        and Usability Problems
      for a Mobile Tourism Guide
 through Context-Based Log Analysis
                    Elena Not                     Adriano Venturini
         Fondazione Bruno Kessler                     eCTRL Solutions
               Trento, Italy                           Trento, Italy

              www.fbk.eu                    www.ectrlsolutions.com
                                            www.suggesto.eu
Friday, 25th January 2013       ENTER 2013 Research Track               Slide Number 23

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Not venturini enter_2013

  • 1. Discovering Functional Requirements and Usability Problems for a Mobile Tourism Guide through Context-Based Log Analysis Elena Not Adriano Venturini Fondazione Bruno Kessler eCTRL Solutions Trento, Italy Trento, Italy Friday, 25th January 2013 ENTER 2013 Research Track Slide Number 1
  • 2. Summary • The complexity of designing and evaluating mobile services for tourism • Context-based log analysis as a method for remote asynchronous evaluation of system use • Testing the methodology with a real system • Findings and implications ENTER 2013 Research Track Slide Number 2
  • 3. Mobile services: powerful but challenging What makes mobile services powerful, makes them difficult to design and evaluate – Ubiquity: possibility to access anywhere – Convenience: access anytime, at the point of need – Localization: location as a key to access focused services – Personalization: contextual factors can shape the service ENTER 2013 Research Track Slide Number 3
  • 4. Complexity in design Broad design space – Functionalities – Customization • Content data (e.g., which products are recommended) • Information presentation (graphical rendering, language) • Interaction mechanisms (browsing options or activities proposed to users) • Proactivity of the systems (pull/push mode) Difficult to envisage all possible scenarios in advance ENTER 2013 Research Track Slide Number 4
  • 5. Complexity in evaluation Evaluation should occur – in an ecological setting, – with users using the system whenever the actual need arises, – and tracking the contingent contextual factors ENTER 2013 Research Track Slide Number 5
  • 6. Evaluation of mobile services Controlled experiments Synchronous remote Asynchronous remote usability testing unmoderated usability testing • Controlled task • Controlled task • Controlled task • Co-location of user • Researcher • User doing test when and researcher (e.g. lab) interacting/observing convenient • Direct observation user from remote • Researchers analyzing data afterwards • Good for major • User can be on the • User can choose time usability problems move and place freely • Does not require • Does not require • Still, tasks are not free complete system complete system MOD 1000 ENTER 2013 Research Track Slide Number 6
  • 7. Can asynchronous remote evaluation of free usage help? Asynchronous remote evaluation of free Benefits: usage • Discover information • User using system when need arises • Free usage, according to actual needs needs  new • Monitoring of logs and contextual functionalities factors • Discover patterns of usage • Researchers analyzing data afterwards  adaptive interaction • Large sample of users • System in actual usage • Understand usability problems • Complexity of interpretation, but… • Contextual factors help to understand ENTER 2013 Research Track Slide Number 7
  • 8. Methodology • Identify potentially relevant contextual factors (Baltrunas et al., 2012)* • Set research hypothesis • Clean up the log sample • Context-based analysis of web-logs • Derive implications for re-design * Baltrunas, L., Ludwig, B., Peer, S. & Ricci, F. (2012) Context Relevance Assessment and Exploitation in Mobile Recommender Systems. In Personal and Ubiquitous Computing (2012) 16: 507-526 ENTER 2013 Research Track Slide Number 8
  • 9. Testing the method • Biella Mobile: mobile services for a medium-sized DMO www.atl.biella.it – Average of 74.000 unique visitors per year to the main portal • Mobile services online from March 2012; automatic redirection for smarphone users – Average of 860 unique visitors per month ENTER 2013 Research Track Slide Number 9
  • 10. Funtionalities of Biella Mobile v1.0 http://www.atl.biella.it • Simple information structure • Access to products catalogue, organized by category • Products ordered by distance when user location is known • Internal search filters • Details pages and maps for products ENTER 2013 Research Track Slide Number 10
  • 11. Evaluation experiment • Collection of logs of four weeks of free usage (25 June – 22 July 2012): 747 sessions • 355 sessions (with more that one visited page) considered for analysis (108 with known location) • Objective of study, to identify: – Additional functionalities for next release of system – Desirable forms of adaptivity of the system – Usability problems ENTER 2013 Research Track Slide Number 11
  • 12. Collected information • Interaction information: – visit duration – actual sequence of visited pages – action buttons used (e.g., “show more”, phone call, an email or the redirection to the personal web site of a POI) – usage of text strings to filter search results – position in the result list and the user distance from inspected POIs • Contextual information – current position, distance from Biella – day and time of access – new/returning user – type of searched content ENTER 2013 Research Track Slide Number 12
  • 13. Specific research hypothesis • H1: The number of visits to Biella Mobile and the type of information searched by users Context influences  informational depends on contextual factors, in particular needs week day, location and use frequency • H2: Map-based functionalities have a relevant Maps are pivotal for ? role in supporting mobile users’ informational mobile users needs. • H3: Different product categories are characterized by different search and Interface adaptivity  decision-making patterns. makes sense ENTER 2013 Research Track Slide Number 13
  • 14. Findings: Influence of context • The system is significantly* used more: • during weekends • by users in the area of Biella • Events are by far* the most searched category for onsite users (especially local, recurring users) • Far away users have more varied informational needs * chi-square test with α = 0,001 of significance threshold ENTER 2013 Research Track Slide Number 14
  • 15. Implications • New functionalities – Alert service about events/activities • Forms of adaptivity – Push of news for local, frequently returning users – Prominence of weekend events ENTER 2013 Research Track Slide Number 15
  • 16. Findings: Patterns of usage Varied search and decision-making patterns* : • Events: very few map visualizations, few events inspected per session  the result list is the main source for decision • Accommodation, Sports, Itineraries: visualization of maps and details • Restaurants: visualization of details is crucial for decision • Places, interests: many items inspected per session comparison seems important * chi-square test with α = 0,001 of significance threshold ENTER 2013 Research Track Slide Number 16
  • 17. Implications (2) Forms of adaptivity • Different display/search methods for different product categories – Events: good summary in result list; prominence to weekend events – Accommodation, Sports, Itineraries: map-based search – Restaurants, places, interests: comparison or content filters may speed up search ENTER 2013 Research Track Slide Number 17
  • 18. Findings: usability problems • Analysis of bounces – Many bounces are due to search engine indexing done on web pages of main portal An effective redirection to corresponding mobile pages should be guaranteed • Analysis of internal search – Users use internal search expecting google-like behaviour (e.g. “agriturismi”)  Assure flexible internal search or powerful content filters ENTER 2013 Research Track Slide Number 18
  • 19. Findings: qualitative analysis of returning visits Qualitative identification of specific user segments: • Frequent local users: – Repeated access from the Biella area, looking for events and activities for the upcoming weekend – Repeated access on Sunday morning, looking for events and activities • Incoming tourists: – Repeated access to accommodation list one day before or during the weekend – Access from remote few days before, and when onsite check the same information again ENTER 2013 Research Track Slide Number 19
  • 20. Implications (3) New functionalities – Personalized recommendation for local frequent users – Wish-list service for quick access to already preselected items (Mobile Travel Planner) ENTER 2013 Research Track Slide Number 20
  • 21. Architecture (www.suggesto.eu) Mobile WebApp Travel Planner Travel Widget DMO/TourOperator/Hotels For DMO/TourOperators sites For partner websites DMO/Tour Suggesto Portal (Liferay Based) Operator Contents Suggesto XML HarmoSearch Suggesto Recommender CMS Feed Network Relational XML Database Database ENTER 2013 Research Track Slide Number 21
  • 22. Conclusion • Asynchronous remote evaluation of free usage, through context-based log analysis, may reveal: – Context-based informational needs – Context-based patterns of usage – Usability problems that can be detected only in actual system usage • Input for system evolution: – New functionalities – Forms of adaptivity – Usability improvement ENTER 2013 Research Track Slide Number 22
  • 23. Discovering Functional Requirements and Usability Problems for a Mobile Tourism Guide through Context-Based Log Analysis Elena Not Adriano Venturini Fondazione Bruno Kessler eCTRL Solutions Trento, Italy Trento, Italy www.fbk.eu www.ectrlsolutions.com www.suggesto.eu Friday, 25th January 2013 ENTER 2013 Research Track Slide Number 23