Responsive and Personalized Web Layouts with Integer Programming

Over the past decade, responsive web design (RWD) has become the de facto standard for adapting web pages to a wide range of devices used for browsing. While RWD has improved the usability of web pages, it is not without drawbacks and limitations: designers and developers must manually design the web layouts for multiple screen sizes and implement associated adaptation rules, and its "one responsive design fits all" approach lacks support for personalization. This paper presents a novel approach for automated generation of responsive and personalized web layouts. Given an existing web page design and preferences related to design objectives, our integer programming -based optimizer generates a consistent set of web designs. Where relevant data is available, these can be further automatically personalized for the user and browsing device. The paper includes presentation of techniques for runtime adaptation of the designs generated into a fully responsive grid layout for web browsing. Results from our ratings-based online studies with end users (N = 86) and designers (N = 64) show that the proposed approach can automatically create high-quality responsive web layouts for a variety of real-world websites.

Designing the best avatar to reach millennials: gender differences in a restaurant choice

PurposeThe two major purposes of this paper are as follows: first, to identify those appropriate key attributes that a commercial avatar promoting a leisure service must have in terms of likeability, expertise, credibility and attractiveness, with the final purpose of stimulating millennials' acceptance (emotions, buying intentions and electronic word of mouth [eWOM]) and second, to compare if men and women expect the same attributes in a successful avatar.Design/methodology/approachA three avatar designs were prepared for this experiment. Then, they were presented to the respondents to be evaluated changing the order of appearance for avoiding biases: (attractive/likeable, expert/credible and normal/basic avatars). The participants were recruited using an online procedure. The final sample size was 104 consumers. They provided 302 valid responses about the three different avatars. A restaurant chain Chili's in Peru was used to define this experiment.FindingsFindings of the study indicated that the design attributes of an avatar and the desired effects were related terms. Second, an expert/credible avatar worked better than an atractive/likeable one and also better than a common avatar, especially among the feminine target.Originality/valueThis paper tries to develop a guide for executives or entrepreneurs immersed in the gastronomic field in Peru, to enable them to make appropriate decisions regarding the definition of an attractive and disruptive web page design with an innovative tool: efficient commercial avatars.

Visualization of user’s attention on objects in 3D environment using only eye tracking glasses

Eye tracking technology is widely applied to detect user’s attention in a 2D field, such as web page design, package design, and shooting games. However, because our surroundings primarily consist of 3D objects, applications will be expanded if there is an effective method to obtain and display user’s 3D gaze fixation. In this research, a methodology is proposed to demonstrate the user’s 3D gaze fixation on a digital model of a scene using only a pair of eye tracking glasses. The eye tracking glasses record user’s gaze data and scene video. Thus, using image-based 3D reconstruction, a 3D model of the scene can be reconstructed from the frame images; simultaneously, the transformation matrix of each frame image can be evaluated to find 3D gaze fixation on the 3D model. In addition, a method that demonstrates multiple users’ 3D gaze fixation on the same digital model is presented to analyze gaze distinction between different subjects. With this preliminary development, this approach shows potential to be applied to a larger environment and conduct a more reliable investigation.

Two-Stage Search on Web Pages: Effects of Information Organisation and Task Complexity

In this paper we describe the results of an experimental study of a complex web search. Participants completed a two-stage search task: they were asked to find plane tickets with given parameters. The influence of two factors was considered: (1) web page design and (2) task complexity. We analysed the speed of the search, parameters of eye movements and mouse pointer movements during the search task. The results demonstrated the influence of both factors. Higher task complexity (linked to the higher working memory load) was associated with an increase in the average search time, and also with an increase in the average fixation duration and blink frequency. The organisation of information on web pages determined the strategy used to accomplish the search task. The one-page design resulted in an insignificant increase in search time, and in the use of perceptual search strategies. The two-page design resulted in the use of faster, but more resource demanding cognitive strategies.

TECHNICAL FEATURES OF COLOUR SYSTEM DEVELOPMENT IN ELECTRONIC ADVERTISING

The objective of the work is to analyze the technical features of the development of colour system in electronic advertising and to identify ways of solving the main problems.Research methodology. The methodology of this research paper is based on a project approach, which involves the analysis and identification of problems in the development of colour systems in electronic advertising. Electronic advertising has its distinct features, which are caused by the process of its creation. The specifics of the work required the involvement of various theoretical sources on colouring, the psychology of colour perception, computer modelling, as well as statistics.The scientific novelty of this study is to identify the most problematic moments in the perception of electronic advertising and find ways to solve them, i.e. optimization of the colour system in accordance with the characteristics of the target audience and the nature of the web page design.