user engagement - a scientific challenge
TRANSCRIPT
Overview
!"#$%&'%(')*%)+,#,)-)+$.%
! !"#$%#&'('#)#&*!"#!$!%&$'"()!*+!&#,-!,./,-",01,!(2$(!,3/2$#"4,#!(2,!/*#"56,!$#/,1(#!*+!"0(,-$15*0!7!"0!/$-51&'$-!(2,!+$1(!*+!8,"09!1$/56$(,:!8)!(2,!(,120*'*9);!!
! +&,*-#,).)#&*%#&'('#)#&*<!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!=#,-#!#($)!*0!$!>,8!#"(,!*6,-!$!'*09!53,!
! /.&',*#$),#&'('#)#&*<!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!=#,-#!1*3,!8$1?!+-,%&,0(')!$0:!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!*6,-!$!'*09@(,-3!
Janette Lehmann User Engagement of Web Applications 2
+06*'6,3,0(! +0(,-$15*0!
+053$1)! +0A&,01,!
B*--,#(,-!C,#,$-12!7!D2,!+*&-!EF#!
Would a user engage with this web site?
2G/<HH>>>;:-$>$#51?3$0;1*3H!$0:!2G/<HH>>>;$::"15099$3,#;1*3H!I9$3,#J!
State of the Art
/01%$0%-)#'(*)%(')*%)+,#,)-)+$.%
Janette Lehmann User Engagement of Web Applications 8
0#("1$#"% 2-($(3*#$4"53"%
K,'+@-,/*-(,:!,09$9,3,0(!
L&,#5*00$"-,M!"0(,-6",>M!-,/*-(M!/-*:&1(!-,$15*0!1$-:#!
K&8N,156,M!!&#,-!#(&:)!I'$8H*0'"0,J!
O*90"56,!,09$9,3,0(!
D$#?@8$#,:!3,(2*:#!P,&-*'*9"1$'!3,$#&-,#!I,;9;!QQRJ!S2)#"*'*9"1$'!3,$#&-,#!I,;9;!,),!(-$1?"09J!
T8N,156,M!!&#,-!#(&:)!I'$8HI*0'"0,JJ!
E0(,-$15*0!,09$9,3,0(!
U,8!$0$')51#M!EC!3,(-"1#! T8N,156,M!!:$($!#(&:)!
Web Analytics
20--0+%-)$*&3'%40*%(')*%)+,#,)-)+$5%
Janette Lehmann User Engagement of Web Applications 9
+&6.76#)#&*% +&*#$(35.&% +&5)(38% +&91#&3#%
• K"(,!6"#"(#!
• D"3,!#/,0(!
• S$9,#!6",>,:!
• C,(&-0!-$(,!
• P$6"9$5*0!/$(2#!
• K"(,!'*9"0#!
• O*0(-"8&(,:!1*0(,0(!(*!8'*9#!
• L&$05+)H+-,%&,01)!*+!>-"G,0!-,6",>#M!8'*9!1*33,0(#M!,(1;!
• K,053,0(!(-$1?"09!*0!(2"-:@/$-()!#"(,#!I8'*9#M!-,6",>#M!,(1;J!$0:!"0(,-0$'!1&#(*3,-!1*0(-"8&5*0#!
• V"?,@W&G*0#!
• S-*:&1(H#,-6"1,!-$509#!
• O*0(,0(!+*->$-:,:!(*!+-",0:#!
• E06"($5*0#!(*!K,-6"1,#!+*->$-:,:!(*!+-",0:#!
B:*/)2$C)8'20$DEEFG$
State of the Art
Janette Lehmann User Engagement of Web Applications 10
! C,'$5*0#!8,(>,,0!#"(,!+,$(&-,#!$0:!%&$'"()!$G-"8&(,#!I,;9;!&#$8"'"()M!#$5#+$15*0M!$,#(2,51M!,09$9,3,0(J!
! Q6$'&$5*0!*+!>,8!#,-6"1,#!>"(2!(2,!#$3,!1*0(,0(!8&(!$!:"X,-,0(!/-,#,0($5*0H+&015*0$'"()!
" E3/*-($01,!*+!#"(,!+,$(&-,#!:,/,0:#!*0!(2,!()/,!*+!#,-6"1,!YZ[!
" E0A&,01,!*0!%&$'"()!$G-"8&(,#!1$0!8,!1*0(-$-)!YZ[!
" D2,-,!$-,!-,'$5*0#2"/#!8,(>,,0!%&$'"()!$G-"8&(,#!I\$'*!QX,1(J!Y]MZ[!
^ _,#"90!^ O*0(,0(!^ B&015*0$'"()!
K"(,!+,$(&-,#!
^ D-,0:#!^ ̀ >$-,0,##!^ P*6,'()!
O*0(,.(!
^ _,3*9-$/2"1#!^ K*1"$'!,06"-*03,0(!^ W-$0:"09!
=#,-!
!"#$%&+6()+3)'%(')*%)+,#,)-)+$.%
Motivation
Janette Lehmann User Engagement of Web Applications 12
$,"'*'$)*'$+-**'A)H-2($I'>J''2$'2K)K'5'2>$5'>*/+(L$
Data and Metrics
Janette Lehmann User Engagement of Web Applications 13
E0(,-$15*0!:$($M!ab!&#,-#M!c&')!adeeM!f]!=K!#"(,#!
:.;17($4*8% g=#,-#! P&38,-!*+!:"#501(!&#,-#!
gh"#"(#! P&38,-!*+!6"#"(#!
gO'"1?#! P&38,-!*+!1'"1?#!
<3564*8% O'"1?_,/(2! `6,-$9,!0&38,-!*+!/$9,!6",>#!/,-!6"#"(;!
_>,''D"3,`! `6,-$9,!53,!/,-!6"#"(!
/.8(7*8% `156,_$)#! P&38,-!*+!:$)#!$!&#,-!6"#"(,:!(2,!#"(,!
C,(&-0C$(,! P&38,-!*+!53,#!$!&#,-!6"#"(,:!(2,!#"(,!
_>,''D"3,V! `6,-$9,!53,!$!&#,-!#/,0:!*0!(2,!#"(,;!
Metric correlations
Janette Lehmann User Engagement of Web Applications 14
\"92!1*--,'$5*0#!>"(2"0!3,(-"1!9-*&/#M!',##!1*--,'$5*0#!8,(>,,0!
Motivation
Janette Lehmann User Engagement of Web Applications 16
M'I$(/>'($7/N'*$+-2+'*2/2K$>"'/*$'2K)K'5'2>$+")*)+>'*/(H+(O$
=()#"%=#,-#!#/,0:!3&12!53,!/,-!6"#"(!
>#($3-%=#,-#!1*3,!+-,%&,0(')!$0:!:*!0*(!#($)!'*09!
>.34(7%)#?4(%=#,-#!1*3,!+-,%&,0(')!$0:!#($)!'*09!
>;#34(7%=#,-#!1*3,!"0!$6,-$9,!*0')!*0,!53,!
@#A"%=#,-#!1*3,!/,-"*:"1$'')!
>#$643#%=#,-#!6"#"(!#"(,M!"+!-,%&"-,:!
P($/>$.-((/IA'$>-$5-7'A$>"'('$+")*)+>'*/(H+(L%
Diversity in Engagement
Janette Lehmann User Engagement of Web Applications 17
Q2K)K'5'2>$-R$)$(/>'$7'.'27($-2$@('*($)27$H5'#$
!"#$"%(&?%/.8(7*8%• K"(,#!2$6,!:"X,-,0(!&#,-!9-*&/#!• S-*/*-5*0!*+!&#,-!9-*&/#!"#!#"(,@
:,/,0:,0(!
B4)#%(&?%:.;17($4*8%• K"(,!,09$9,3,0(!1$0!8,!/,-"*:"1!*-!
1*0($"0#!/,$?#!
5)/A0$(-+/)A$5'7/)$
("-../2K0$'2>'*>)/25'2>$
5'7/)$S(.'+/)A$'8'2>(T$
7)/AU$)+H8/>U0$2)8/K)H-2$
5'7/)0$'2>'*>)/25'2>$
Methodology
Janette Lehmann User Engagement of Web Applications 18
=#&#$(7%).?#7"% !"#$,C("#?%).?#7"% B4)#,C("#?%).?#7"%_"3,0#"*0#!
i!3,(-"1#!j!&#,-!9-*&/#!i!3,(-"1#!/,-!&#,-!9-*&/!
>,,?:$)#M!>,,?,0:!i!3,(-"1#!/,-!53,!#/$0!
g_"3,0#"*0#! i! Zd! ek!
V'*2'A$W<5')2($J/>"$$V'27)AA$>)@$*)2W$+-**'A)H-2$W'*2'A$
XI$-R$+A@(>'*($I)('7$-2$'/K'28)A@'$7/(>*/I@H-2$-R$W'*2'A$5)>*/Y$Z/K2/[+)2>$5'>*/+$8)A@'($J/>"$V*@(W)A<M)AA/(\:-2R'*-22/$
gO'&#(,-#!Ib*:,'#J! k! f! j!
62)AU(/2K$+A@(>'*$+'2>*-/7($]$5-7'A($
General models
Janette Lehmann User Engagement of Web Applications 19
• k!9,0,-$'!3*:,'#!
• S*/&'$-"()M!$156"()!$0:!'*)$'()!$-,!"0:,/,0:,0(!+-*3!,$12!*(2,-!
• S*/&'$-"()!$0:!'*)$'()!$-,!"0A&,01,:!8)!,.(,-0$'!$0:!"0(,-0$'!+$1(*-#!!
" ,;9;!+-,%&,01)!*+!/&8'"#2"09!0,>!"0+*-3$5*0M!,6,0(#M!/,-#*0$'!"0(,-,#(#!
• `156"()!:,/,0:#!*0!(2,!#(-&1(&-,!*+!(2,!#"(,!
/2>'*'(><(.'+/[+$
'<+-55'*+'0$+-2[K@*)H-2$
.'*/-7/+$5'7/)$
User/Time-based models
Janette Lehmann User Engagement of Web Applications 20
!"#$,C("#?%DE%).?#7"F%• b*:,'#!8$#,:!*0!,09$9,3,0(!/,-!
&#,-!9-*&/!
B4)#,C("#?%DG%).?#7"F%• b*:,'#!8$#,:!*0!,09$9,3,0(!*6,-!
>,,?:$)#!$0:!>,,?,0:!
# K"(,#!*+!(2,!#$3,!()/,!I,;9;!3$"0#(-,$3!3,:"$J!:*!0*(!0,1,##$-"')!8,'*09!(*!(2,!#$3,!3*:,'!
# D2,!9-*&/#!*+!3*:,'#!:,#1-"8,!:"X,-,0(!$#/,1(#!*+!,09$9,3,0(M!";,;!(2,)!$-,!"0:,/,0:,0(!+-*3!,$12!*(2,-!
2)8/K)H-2$ K)5'0$(.-*>$ "-II/'(0$/2>'*'(><(.'+/[+$
7)/AU$2'J($
Relations between models
Janette Lehmann User Engagement of Web Applications 21
# R-*&/#!*+!3*:,'#!$-,!"0:,/,0:,0(!+-*3!,$12!*(2,-!
# Q.$3/',<!!
# b*:,'!)1H!!B"/K"$.-.@A)*/>U$)27$)+H8/>U$/2$)AA$@('*$K*-@.(0$/2+*')(/2K$A-U)A>UG$
# jdl!(*!3*:,'!)*H!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!B"/K"$.-.@A)*/>U$-2$J''W'27($)27$"/K"$A-U)A>U$-2$J''W7)U(G$
# jdl!(*!3*:,'!)*I!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!B"/K"$)+H8/>U$)27$A-U)A>U$-2$J''W'27(G$
=#&#$(7% !"#$% B4)#%
=#&#$(7% d;dd! ];jd! Z;a]!
!"#$% ];jd! d;dd! Z;aj!
B4)#% Z;a]! Z;aj! d;dd!^)*/)2+'$-R$P2R-*5)H-2$$BE0_#`aG$
Recap & Next
Janette Lehmann User Engagement of Web Applications 22
# =#,-!,09$9,3,0(!"#!1*3/',.!$0:!#($0:$-:!3,(-"1#!1$/(&-,!*0')!$!/$-(!*+!"(!
# =#,-!,09$9,3,0(!:,/,0:#!*0!&#,-#!$0:!53,!
# B"-#(!#(,/!(*>$-:#!$!($.*0*3)!*+!3*:,'#!*+!&#,-!,09$9,3,0(!m!$0:!$##*1"$(,:!3,(-"1#!
@#J*%# E0(,-$15*0!8,(>,,0!3*:,'#!
# E0(,-$15*0!8,(>,,0!#"(,#!I1*3/',.!0,(>*-?#J!# =#,-!:,3*9-$/2"1#M!53,!*+!(2,!:$)M!9,*@'*1$5*0M!,(1!
References
e; W-"$0!\$6,0!$0:!K&-,#2!h"G$';!?')(@*/2K$'2K)K'5'2>#!B*--,#(,-!C,#,$-12M!c&0,!addi;!
a; W-"$0!\$6,0#$?)*W'H2Kb($2'J$W'U$5'>*/+9$Q2K)K'5'2>;!B*--,#(,-!C,#,$-12M!`&9&#(!addf;!
]; P!D-$150#?)#$M")>$/($I')@HR@A$/($@()IA';!E0(,-$1509!>"(2!O*3/&(,-#M!e]IaJ<eaf7eZjM!addd;!
Z; c$0!\$-(3$00M!`'"#($"-!K&(1'"X,M!$0:!`0(*0,''$!_,!`09,'"#$,-J)*7($)$>"'-*U$-R$@('*$c@7K5'2>$-R$)'(>"'H+($)27$@('*$/2>'*R)+'$d@)A/>U#$`Ob!D-$0#$15*0#!*0!O*3/&(,-@\&3$0!E0(,-$15*0!IDTO\EJM!ej<ej<e7ej<]dM!_,1,38,-!addi;!
j; Q'"4$8,(2!O2&-12"'';!Q2H+/2K$'2K)K'5'2>#$"0(,-$15*0#M!efI]J<ia7ifM!aded;!
k; Q-"1!D;!S,(,-#*0!$0:!c*#,/2!O$--$8"#;!?')(@*/2K$>"'$/55')(@*)IA'9$^/(/>-*$'2K)K'5'2>#$D,120"1$'!-,/*-(M!U,8!`0$')51#!_,3)#5n,:M!addi;!
f; `V!W$-$8$#"!$0:!C!`'8,-(;!Q5'*K'2+'$-R$(+)A/2K$/2$*)27-5$2'>J-*W(#$K1",01,!IP,>!o*-?M!P;o;JM!aikIjZ]pJ<jdp7jeaM!eppp;!
i; `0:-,"!W-*:,-M!C$6"!q&3$-M!B$-4"0!b$92*&'M!S-$82$?$-!C$92$6$0M!K-":2$-!C$N$9*/$'$0M!C$)3",!K($($M!`0:-,>!D*3?"0#M!$0:!c$0,(!U",0,-;!e*)."$(>*@+>@*'$/2$>"'$J'I9$'Y.'*/5'2>($)27$5-7'A(#!addd;!
p; `09,',#!K,--$0*M!`0$!b$9&"(3$0M!b$-"!r$0M!K$0(*!B*-(&0$(*M!$0:!`',##$0:-*!h,#/"90$0";!%'+-7/2K$>"'$(>*@+>@*'$-R$>"'$JJJ9$6$+-5.)*)H8'$)2)AU(/($-R$J'I$+*)JA(;!`Ob!D-$0#;!U,8M!eIaJM!addf;!
ed; b$-?!C;!b,"##M!B"'"//*!b,014,-M!K$0(*!B*-(&0$(*M!`',##$0:-*!B'$33"0"M!$0:!`',##$0:-*!h,#/"90$0";!&)2W/2K$J'I$(/>'($J/>"$*')A$@('*$>*)f+#$E0!S-*1,,:"09#!*+!(2,!"0(,-0$5*0$'!1*0+,-,01,!*0!U,8!#,$-12!$0:!>,8!:$($!3"0"09M!UK_b!FdiM!/$9,#!kj7fkM!P,>!o*-?M!PoM!=K`M!addi;!`Ob;!
ee; O2$*!V"&M!C),0!U;!U2"(,M!$0:!K&#$0!_&3$"#;!g27'*(>)27/2K$J'I$I*-J(/2K$I'")8/-*($>"*-@K"$J'/I@AA$)2)AU(/($-R$7J'AA$H5';!E0!S-*1,,:"09!*+!(2,!]]-:!"0(,-0$5*0$'!`Ob!KEREC!1*0+,-,01,!*0!C,#,$-12!$0:!:,6,'*/3,0(!"0!"0+*-3$5*0!-,(-",6$'M!KEREC!FedM!/$9,#!]fp7!]ikM!P,>!o*-?M!PoM!=K`M!aded;!`Ob;!
ea; R;!S$'"*&-$#M!O;!S$/$(2,*:*-*&M!h;!q$-?$',(#"#M!O;!K/)-*/*&'*&#M!$0:!S;!D4"(4"-$#;!h*-5$J'I$@()K'$(>)H(H+($>-$J'I$@()K'$)2)AU(/(;!E0!EQQQ!E0(,-0$5*0$'!O*0+,-,01,!*0!K)#(,3#!b$0!$0:!O)8,-0,51#M!/$9,#!ejp7ekZM!eppp;!
Janette Lehmann User Engagement of Web Applications 24
User experience
Janette Lehmann User Engagement of Web Applications 25
!"#$%&$!"#$%&'%#(")&*+",("-#-%(#.*+/0'-#&1#.23'(/4
'(%#)*+%#%,-$./0(%#%**!"#12((%#1%3"4%5$67%82$0$-"#
!2*$"9%(5%3-#'%3*3'-(*&1(1#-%(#-3*6(-#6*+0.4
:%9";(08<-1*="$-40$-"#'(2*$>#;0;%9%#$?"1-05@1"#$01$*+(0#)-#;
A(")21$@!<0(01$%(
=0(B%$-#;
!2*$"9%(>&8%(-%#1%
C"05
!2*$"9%(7%01$-"#
D*%(EA(")21$EF#$%(01$-"#
!"#*%G2%#1%*
F#,52%#1%
A(")21$5%3-#3*(#-%(#.*+/0'-#7(3-0*(14
A(%*%#$0$-"#H2#1$-"#05-$6
!"#$%#$A(-1%
.%*$<%$-1*8(1&6"#+7#-%(#.*+/0'-9
I-*205@0%*$<%$-1J08$-1@G205-$6
.112*$-1@G205-$6
D*%,25#%**:1(702#.*+/0'-1#("3;2(#01(*1#-+#</+#-%&"61<9
F#,"(90$-"#@G205-$6H%0$2(%@1"4%(0;%D$-5-$6
D*0K-5-$6:13;2(#.*+/0'-1#,3=(#</+&"6<#(31>9
?0$-*,01$-"#>,,%1$-4-$6>,,-1-%#16=%9"(0K-5-$6L%0(#0K-5-$6
!2*$"9%(@7%01$-"#5%3-#3*(#-%(#'+"1(?0("'(1#+7#-%(#01(*#(@.(*&("'(4
?0$-*,01$-"#F#4"54%9%#$.88%05>#;0;%9%#$>#)2(0K-5-$6A5%0*2(%.)"8$-"#F#,52%#1%
F#$%(01$-"#!"98%$-$-"#J088-#%**F#$-9016F)%#$-,-10$-"#7%$%#$-"#.$$%#$-"#
C"058+" -#-%&"=#&"#.*+/0'-1A#-%&"=#&"#6+321B
?05%.)4%($-*-#;!"992#-10$-"#!"550K"(0$-"#F#,"(90$-"#
!"#$%#$@90#0;%9%#$'0*B@*211%**!"*$@(%)21$-"#