Supporting User Tasks Online through Social Networks and the - PowerPoint PPT Presentation

Supporting User Tasks Online through Social Networks and the Semantic Web Tom Heath Knowledge Media Institute The Open University http://kmi.open.ac.uk/people/tom 30/05/2006

Background Supporting Online Tasks through Social Networks and the Semantic Web 2 Tom Heath, KMi, The Open University 30/05/2006

things we still can’t do… Supporting Online Tasks through Social Networks and the Semantic Web 3 Tom Heath, KMi, The Open University 30/05/2006

Supporting Online Tasks through Social Networks and the Semantic Web 4 Tom Heath, KMi, The Open University 30/05/2006

Supporting Online Tasks through Social Networks and the Semantic Web 5 Tom Heath, KMi, The Open University 30/05/2006

the semantic web Supporting Online Tasks through Social Networks and the Semantic Web 6 Tom Heath, KMi, The Open University 30/05/2006

semantic web and the user experience Supporting Online Tasks through Social Networks and the Semantic Web 7 Tom Heath, KMi, The Open University 30/05/2006

coming up in the next 30 mins • online tasks • tools to support these tasks Supporting Online Tasks through Social Networks and the Semantic Web 8 Tom Heath, KMi, The Open University 30/05/2006

net / web usage as task performance Supporting Online Tasks through Social Networks and the Semantic Web 9 Tom Heath, KMi, The Open University 30/05/2006

what are these tasks anyway? Supporting Online Tasks through Social Networks and the Semantic Web 10 Tom Heath, KMi, The Open University 30/05/2006

searching and browsing • Guha, McCool and Miller (2003) • Broder (2002) • Rose and Levinson (2004) Supporting Online Tasks through Social Networks and the Semantic Web 11 Tom Heath, KMi, The Open University 30/05/2006

what’s the real goal of the user? Supporting Online Tasks through Social Networks and the Semantic Web 12 Tom Heath, KMi, The Open University 30/05/2006

Sellen, Murphy and Shaw (2002) finding, information gathering, browsing, transacting, communicating, housekeeping Supporting Online Tasks through Social Networks and the Semantic Web 13 Tom Heath, KMi, The Open University 30/05/2006

and what about the rest of the net? Supporting Online Tasks through Social Networks and the Semantic Web 14 Tom Heath, KMi, The Open University 30/05/2006

a taxonomy of user tasks online Heath, Dzbor and Motta (2005) Supporting Online Tasks through Social Networks and the Semantic Web 15 Tom Heath, KMi, The Open University 30/05/2006

Locating Looking for an object or chunk of information which is known or expected to exist; it may or may not have been seen before by the user Supporting Online Tasks through Social Networks and the Semantic Web 16 Tom Heath, KMi, The Open University 30/05/2006

Exploring Gathering information about a specific concept or entity to gain understanding or background knowledge of that concept or entity Supporting Online Tasks through Social Networks and the Semantic Web 17 Tom Heath, KMi, The Open University 30/05/2006

Monitoring Checking known sources that are expected to change, with the express intention of detecting the occurrence and nature of changes Supporting Online Tasks through Social Networks and the Semantic Web 18 Tom Heath, KMi, The Open University 30/05/2006

Grazing Moving speculatively between sources with no specific goal in mind, but an expectation that items of interest may be encountered Supporting Online Tasks through Social Networks and the Semantic Web 19 Tom Heath, KMi, The Open University 30/05/2006

Sharing Making an object or chunk of information available to others Supporting Online Tasks through Social Networks and the Semantic Web 20 Tom Heath, KMi, The Open University 30/05/2006

Notifying Informing others of an event in time or a change of state Supporting Online Tasks through Social Networks and the Semantic Web 21 Tom Heath, KMi, The Open University 30/05/2006

Asserting Making statements of fact or opinion Supporting Online Tasks through Social Networks and the Semantic Web 22 Tom Heath, KMi, The Open University 30/05/2006

Discussing Exchanging knowledge and opinions with others, on a specific topic Supporting Online Tasks through Social Networks and the Semantic Web 23 Tom Heath, KMi, The Open University 30/05/2006

Evaluating Determining whether a particular piece of information is true, or assessing a number of alternative options Supporting Online Tasks through Social Networks and the Semantic Web 24 Tom Heath, KMi, The Open University 30/05/2006

Arranging Coordinating with third parties to ensure that something will take place or will be possible at a certain time Supporting Online Tasks through Social Networks and the Semantic Web 25 Tom Heath, KMi, The Open University 30/05/2006

Transacting Transferring money or credit between two locations; may or may not have some consequence in the offline world Supporting Online Tasks through Social Networks and the Semantic Web 26 Tom Heath, KMi, The Open University 30/05/2006

tools that are oriented to the task of the user… Supporting Online Tasks through Social Networks and the Semantic Web 27 Tom Heath, KMi, The Open University 30/05/2006

…and to their context Supporting Online Tasks through Social Networks and the Semantic Web 28 Tom Heath, KMi, The Open University 30/05/2006

• social context • preferences held • previous experiences • trusted services • resources available • current location Supporting Online Tasks through Social Networks and the Semantic Web 29 Tom Heath, KMi, The Open University 30/05/2006

Supporting Online Tasks through Social Networks and the Semantic Web 30 Tom Heath, KMi, The Open University 30/05/2006

which tool to build? Supporting Online Tasks through Social Networks and the Semantic Web 31 Tom Heath, KMi, The Open University 30/05/2006

locating and exploring + social context Supporting Online Tasks through Social Networks and the Semantic Web 32 Tom Heath, KMi, The Open University 30/05/2006

word of mouth recommendation Supporting Online Tasks through Social Networks and the Semantic Web 33 Tom Heath, KMi, The Open University 30/05/2006

what might this look like in a system? Supporting Online Tasks through Social Networks and the Semantic Web 34 Tom Heath, KMi, The Open University 30/05/2006

search results + recommendations from friends? Supporting Online Tasks through Social Networks and the Semantic Web 35 Tom Heath, KMi, The Open University 30/05/2006

how should results be prioritised? Supporting Online Tasks through Social Networks and the Semantic Web 36 Tom Heath, KMi, The Open University 30/05/2006

Question 1 Who do people seek recommendations from in different scenarios ? Supporting Online Tasks through Social Networks and the Semantic Web 37 Tom Heath, KMi, The Open University 30/05/2006

Question 2 How do they decide whether or not to trust this information? Supporting Online Tasks through Social Networks and the Semantic Web 38 Tom Heath, KMi, The Open University 30/05/2006

Methodology • In depth interviews with 12 participants • 4 recommendation seeking scenarios – plumber, hotel, back pain, holiday activities – variation by type of task, criticality of task – “who would you ask for recommendations, and why” • Qualitative analysis to identify key themes Supporting Online Tasks through Social Networks and the Semantic Web 39 Tom Heath, KMi, The Open University 30/05/2006

5 Trust Factors in Word of Mouth Recommendation Supporting Online Tasks through Social Networks and the Semantic Web 40 Tom Heath, KMi, The Open University 30/05/2006

Expertise “i would probably go and ask my friend who is a plumber or my friend who is a gas fitter, working on the principle that their domain expertise, their knowledge, is in a similar area” Supporting Online Tasks through Social Networks and the Semantic Web 41 Tom Heath, KMi, The Open University 30/05/2006

Experience “people i know in the area, it’s good to have word of mouth, you know they’ve got experience good or bad” Supporting Online Tasks through Social Networks and the Semantic Web 42 Tom Heath, KMi, The Open University 30/05/2006

Impartiality “with travel agents you’d have to question what they were promoting to you - is it because they get commission?” Supporting Online Tasks through Social Networks and the Semantic Web 43 Tom Heath, KMi, The Open University 30/05/2006

Affinity “may not ask people who i don’t feel comfortable with, who haven’t got the same values as me, or have a completely different lifestyle that i don’t relate to” Supporting Online Tasks through Social Networks and the Semantic Web 44 Tom Heath, KMi, The Open University 30/05/2006

Track Record “I looked on the internet yesterday about going to see a masseur, but they were too expensive so I’ll go back to [ask] my sister as I had a good experience with her before” Supporting Online Tasks through Social Networks and the Semantic Web 45 Tom Heath, KMi, The Open University 30/05/2006