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Website Adaptive Navigation Effects on User Experiences Brigham Young University BYU ScholarsArchive Theses and Dissertations 2012-12-07 Website Adaptive Navigation Effects on User Experiences James C. Speirs Brigham Young University - Provo Follow this and additional works at: https://scholarsarchive.byu.edu/etd Part of the Computer Sciences Commons BYU ScholarsArchive Citation Speirs, James C., "Website Adaptive Navigation Effects on User Experiences" (2012). Theses and Dissertations. 3536. https://scholarsarchive.byu.edu/etd/3536 This Thesis is brought to you for free and open access by BYU ScholarsArchive. It has been accepted for inclusion in Theses and Dissertations by an authorized administrator of BYU ScholarsArchive. For more information, please contact [email protected], [email protected]. Website Adaptive Navigation Effects on User Experiences James Carl Speirs A thesis submitted to the faculty of Brigham Young University in partial fulfillment of the requirements for the degree of Master of Science Bret R. Swan, Chair Richard G. Helps Derek L. Hansen School of Technology Brigham Young University December 2012 Copyright © 2012 James Speirs All Rights Reserved ABSTRACT Website Adaptive Navigation Effects on User Experiences James Speirs School of Technology, BYU Master of Science The information search process within a website can often be frustrating and confusing for website visitors. Navigational structures are often complex and multitiered, hiding links with several layers of navigation that user’s might be interested in. Poor navigation causes user frustration. Adaptive navigation can be used to improve the user’s navigational experience by flattening the navigational structure and reducing the number of accessible links to only those that the user would be interested in. This examines the effects on a user’s navigational experience, of using adaptive navigation as the main navigational structure on a website. This study measured these effects by gathering survey responses from over 1,000 users. The survey recorded users’ perceptions of navigational effectiveness and efficiency as well as user satisfaction and efficacy. Users were assigned into nine treatment groups that provided variations in navigational change frequency and the order of navigational links. Surveys were used to identify the effects of navigational change frequency and navigational link ordering on the user’s navigational experience. The survey found that adaptive navigation works best when change occurs on a page-by-page basis and links are ordered alphabetically. Keywords: adaptive navigation, user experience, personalization, web, link order, change frequency ACKNOWLEDGMENTS I would like to thank Dr. Bret Swan for the time he took to assist me in planning and organizing this thesis. The work he did was not negligible and he even stuck with me when life took him other directions. I’d also like to thank the Brigham Young University School of Engineering and Technology for giving me the opportunity to continue my education within their walls and under their direction. The road has been tough, but I could not have done it without their understanding and assistance. TABLE OF CONTENTS 1 Introduction ........................................................................................................................... 1 1.1 Research Purpose ............................................................................................................... 3 1.2 Summary and Thesis Format ............................................................................................. 4 2 Literature Review ................................................................................................................. 6 2.1 The Information Search Process on the World Wide Web ................................................ 6 2.2 User Experience: Frustration During the Information Search Process .............................. 8 2.3 Navigation Menus Cause User Frustration ........................................................................ 9 2.4 User Experience Literature Defines Factors that Describe this Frustration .................... 10 2.5 Website Navigation Structures are Intended to Improve the User Experience .................................................................................................................... 11 2.5.1 Hierarchical Navigation in the Information Search Process ..................................... 11 2.5.2 User Experience Advantages and Disadvantages of Hierarchical Navigation ................................................................................................................. 13 2.5.3 Adaptive Navigation: Customized vs. Personalized ................................................. 14 2.5.4 Techniques for Deriving Adaptive Navigation ......................................................... 15 2.6 Uses for Personalized Adaptive Navigation .................................................................... 16 2.7 Adaptive Navigation Related to this Research ................................................................ 16 2.7.1 Types of Navigation .................................................................................................. 16 2.7.2 Adaptive Navigation Methods .................................................................................. 18 2.7.3 Other Adaptive Navigation Studies .......................................................................... 19 2.7.4 Assumptions .............................................................................................................. 20 2.8 Summary .......................................................................................................................... 21 3 Research Methodology ....................................................................................................... 22 3.1 Variables Used in this Study ............................................................................................ 22 iv 3.2 Research Hypotheses ....................................................................................................... 23 3.2.1 Change Frequency .................................................................................................... 23 3.2.2 Link Order ................................................................................................................. 24 3.2.3 Change Frequency and Link Order ........................................................................... 25 3.3 Experimental Design ........................................................................................................ 25 3.4 Data Collection ................................................................................................................ 27 3.4.1 Data Collection Instruments ..................................................................................... 28 3.4.2 Data Collection Procedure ........................................................................................ 29 3.4.3 Estimated Degrees of Freedom and Resulting Sample Sizes ................................... 30 3.5 Analysis Methods ............................................................................................................ 31 3.5.1 Multivariate Dataset Requires Multivariate Preliminary Analyses .......................... 31 3.5.2 Analyses used to Answer Hypotheses ...................................................................... 35 3.6 Summary .......................................................................................................................... 36 4 Research Results ................................................................................................................. 37 4.1 Introduction ...................................................................................................................... 37 4.2 Data Processing ................................................................................................................ 37 4.2.1 Second Survey .......................................................................................................... 38 4.2.2 Change Frequency Treatment Reduction .................................................................. 38 4.2.3 Demographics ........................................................................................................... 39 4.2.4 Partial Surveys .......................................................................................................... 39 4.2.5 Final Dataset ............................................................................................................. 40 4.3 Multivariate Pre-test Analyses Results ............................................................................ 41 4.3.1 Multivariate Tests of Variance/Covariance .............................................................. 42 4.3.2 Multivariate Analysis of Variance (MANOVA) Results .......................................... 44 4.4 Post hoc Factor Analysis Results ..................................................................................... 52 v 4.5 Qualitative Results ........................................................................................................... 56 4.5.1 Effective4 .................................................................................................................. 56 4.5.2 Effective5 .................................................................................................................. 57 4.5.3 Efficient3 ..................................................................................................................
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