Usability and Web Analytics

The course deals with the relationship between hypermedia products (e.g.: websites, mobile apps) and their users, analyzing effectiveness/efficiency/user satisfaction: usability, as well as actual usages: webanalytics. Usability will be approached taking into account both expert inspections as well as user testing, dealing in particular with such tools as heuristics and user scenarios. Also eye-tracking techniques will be presented and discussed. Webanalytics will consider several online communication outlets, ranging from websites and mobile apps to Facebook pages/groups, videos, Twitter, newsletters etc. The course will also present a holistic model, encompassing both usability and webanalytics, called UsERA, and based on Austin’s model of communication.

The assessment will be undertaken in a form of collaborative group projects (30%) and a written exam (70%).