Heuristic Evaluation of Website Attractiveness and Usability

  • Alistair Sutcliffe
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 2220)


Web interfaces challenge traditional definitions of usability. A three phase model for website evaluation is proposed, based on initial attractiveness, exploration/navigation and transaction. Usabilityis rede fined as trade-o. between increasing the user’s motivation to encourage exploration and purchasing in e-commerce, and the costs of usability errors. Heuristics for assessing the attractiveness of web user interfaces are proposed based on aesthetic design, general arousal created bycontent, corporate identityand brand, and the perceived utilitymatc hed to users’ requirements. The heuristics are tested byev aluating three airline websites to demonstrate how different attractiveness and traditional usabilitytrade-offs contribute to overall effectiveness.


Design Quality Brand Image Aesthetic Quality Corporate Identity Usability Error 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2001

Authors and Affiliations

  • Alistair Sutcliffe
    • 1
  1. 1.Centre for HCI DesignDepartment of Computation, UMISTManchesterUK

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