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Title:
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THE ROLE OF USABILITY IN THE COMPETITIVENESS OF HIGHER EDUCATION INSTITUTIONS |
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Author(s):
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Atilano Suarez , Rui Silva Moreira , Eurico Carrapatoso |
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ISBN:
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972-8924-09-7 |
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Editors:
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Nuno Guimarães, Pedro Isaías and Ambrosio Goikoetxea |
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Year:
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2006 |
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Edition:
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Single |
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Keywords:
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Higher education websites, target groups, guerrilla usability, multimedia, differentiation, affective information. |
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Type:
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Full Paper |
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First Page:
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307 |
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Last Page:
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314 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The increasingly competitive environment of the Portuguese higher education system stresses the need of a market-oriented offer, coordinated with the institutional websites. In this paper we describe an attempt to integrate marketing and webdesign techniques, supported by usability studies. A usability study was performed on the website of the Instituto Politécnico de Bragança (IPB), employing guerrilla usability techniques focusing different target groups. The following redesign tried to address usability problems found, and involved the inclusion of affective and emotional multimedia contents, added to the usual objective and rational information. The response of the target groups to the changes was assessed by means of a new round of usability testing. |
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