| Περίληψη: | The main goal of this thesis is to propose an evaluation method for visual interface design and more specifically for website design. The proposed visual design evaluation method is an adaptation of Preference Mapping (PM) techniques. It is based on overall preference ratings after multiple comparisons of alternative designs and on various multivariate statistical techniques for the analysis, visualization and interpretation of the resulting data. The suitability of the approach for visual interface design evaluation has been explored in four case studies involving overall 149 participants judging 51 websites. In each case study a different website domain was explored in order to examine whether the importance of certain design characteristics is context specific. Heterogeneity in preferences and perceptions was also studied showing that average construct scores are only representative for subsections of the participant sample. In order to aid the preference interpretation process additional data about study websites have been collected from three distinct sources:
a) Subjective construct ratings provided by the participants after preference evaluation
b) Descriptive attribute ratings obtained from trained expert panel on the same websites
c) Objective measures of visual characteristics of the websites
In each case study the potential of these types of measurements to explain preference variance has been investigated individually and in combination. The results showed that depending on the characteristics of each case study varying combinations of these types of data had the best explanatory power. A variety of methods (e.g. Internal and External PM) and statistical techniques (e.g. Principal Component Analysis (PCA), Generalized Procrustes Analysis (GPA) and Partial Least Squares (PLS)) have been used in order to summarize and visualize participant preference data of all case studies. In general, the method proposed in this thesis has several advantages over other visual design evaluation methods as for example use of standardized questionnaires. The method is flexible and can be used in various stages of design development but most importantly it allows for the identification of important visual design characteristics without ignoring the diversity that exist both among users and among website domains. These advantages have been demonstrated in the visual design evaluation studies presented in this thesis involving websites from four distinct domains.
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