Usability and Digital 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: digital analytics. 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. Digital analytics 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 analytics, called UsERA, and based on Austin’s model of communication.
Assessment: the assessment will be undertaken in a form of individual project (30%) and a written exam (70%).
Master of Arts in Economics and Communication in Public Management and Policy, Corso obbligatorio, Conoscenze di base, 1° anno
Master of Science in Digital Fashion Communication, Corso di base, Corsi obbligatori, 1° anno