User-Centered Design and Evaluation of the Oxford University Website

This report presents an evaluation of the Oxford University website, focusing on its user-centered design and usability. The study highlights the importance of website usability for student recruitment and institutional success. The author conducted a literature review on user-centered design principles and evaluation methods, including expert evaluations and Google Analytics analysis. The evaluation identified several usability issues, such as difficulties in navigation, error messages, and problems with course application forms. Based on these findings, the report provides specific recommendations for improving the website, including enhancing menu layouts, fixing error messages, and improving the course application process. The report concludes that a fully evaluated and improved website is essential for delivering the best services to target clients and maintaining the university's competitiveness.

University Website User Centered Design &
Evaluation
Author Name
Affiliation
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e-mail address
ABSTRACT
In the world the education is one of the major aspects
that are taken vital and serious to many people. There
are various high learning institutions that offer
various courses to the target students and therefore
each institution finds all means to remain competitive
amongst other institutions that intend to recruit the
same students they target. The student’s recruitment
is one of the major goals that the universities have to
achieve in order to maintain their operations and
finance status. Various institutions use the websites
to advertise their courses, charges and competence to
the target students and thus it becomes the major
attraction and student’s recruitment system. It is
therefore true that website is a great tool for the
learning institution business and therefore its
usability is the major aspect to be considered since it
directly affects the number of students recruited,
therefore in this journal the major issue is assessing
the oxford university website and give recommended
improvements.
Author Keywords
websites; products; evaluation; results;
recommendations.
Web Classification Keywords
Human computer interaction; links; interfaces;
usability.
INTRODUCTION
The Oxford University’s Website is used by the
institution to ensure all the current students
and the new targeted students are given the
real experience about the institution and the
ongoing processes. This website is however
used for various purposes like the providing the
undergraduates, graduates and continuing
students admission details, the online students
registration, online enrollment, searching of
various courses offered, comparing various
courses offered and also giving the detailed
information of the university. This website was
mainly developed and hosted with main use of
marketing the university to the target clients
across the world and therefore the website
easily provides the contact details through
which the students will liars with the university
to get This university website had been
developed in an appropriate manner such that
all user needs are meet including for the target
clients who includes the undergraduates, the
graduates and the continuing students.
In this journal report the major issues highlighted are
the user centered design and usability studies, it also
provides the literature reviews about the website user
centered design and usability, and also the
description of the evaluation methods used , finally

the summary is provided that includes the appropriate
recommendations for improving the website.
Literature review
User centered design of websites
The user centered design of the websites according to
ISO 9421-11 standardized definitions is measure of
the website usability where it involves the evaluation
of website’s effectiveness, efficiency and level of
satisfaction which enables the users to achieve the set
goals in any given environment.
The use centered design can also be termed as the
measure of how well and easy a user who is not
trained is able to interact with the website
information system.
The user centered design can also be defined
depending on the factors of how the website is
accessible, navigable, effective, credible,
understandable, and customizable and learn able and
therefore becomes important in the field of software
engineering [3].
User centered design Evaluation
The user centered design is measured on how the
website is usable, effective and efficient according to
the ISO standard where the website is termed to be
measurable and therefore could be accessed
according to the website utility and the ease of use.
According to various researchers the website design
[8]. and usability require to be done based on the
some scenarios and tasks and therefore there are
various usability evaluations methods (UEM) [1].
Using the UEMs evaluation the website problems are
identified by the user, evaluator or the used software
application [9].
The user based UEMS involves the observed users
who undertakes some pre defined tasks. The
evaluator based UEMS involves some experts who
are able to assess the user’s interfaces and check the
conformity to the principles of the user centered
design usability which is referred to as the
“heuristics”. The Software-based UEMs make use of
some software applications tools like the Google
Analytics to get the user centered design usability
problems.
The UEM evaluations therefore help in the
collection, measurement, monitoring, analysis and
the reporting of the website usage data in order to
have better understanding of the website’s user’s
experience [2].
The use of the Google Analytics data made it
possible for quick identification of problems and also
helped in determining if the website was able to
provide important information to the website users
and visitors [4].
Therefore according to this study the Google analytic
analysis will highly identify the user centered design
related issues.
Usability Evaluation Feedback
Because the main aim of the research was providing
the feedbacks on the found user centered design
issues, therefore some methods to provide feedback
are considered[6].
According to the studies conducted, the effectiveness
of the user centered design is used to do exploration
of how the developers will be able to respond various
feedbacks formats. Any feedback will presented via
the multimedia presentations or some re-design
proposal [7].
Evaluated Product (website)
Oxford University is a major university in U.S.A that
has a large capacity where it absorbs more than

10,000 students and graduates almost similar number
per year.
In the recent years there had been observation from
the internal feedbacks that the hosted website had
some usability issues and hence causing the
university to lose target students to the other
universities and learning institutions and therefore the
income and reputation is also lost [5].
Evaluations done
While doing the analysis the heuristics evaluations
and Google Analytics were used because the two
methods were identified to complement each other in
identifying the user centered design issues[10].
Below are the two major evaluations that were done
1. Expert Evaluation
This is the evaluation done by assigned experts who
were given some tasks to achieve together and the
violations of heuristics were all recorded in the work
sheets.
2. Software Evaluation
The software evaluation id the next evaluation done
where the Google Analytics was the selected tool to
be used and the analysis made use of the data from
1/1/2019 to 30/11/2019 to get the results.
Results obtained
i. Expert Evaluation
Through the expert evaluation there were about 20
user centered design related issues that were
obtained. The below tables contain the analysis data
where table 1 is showing the frequency of issues
detected and the possible impacts, then the Table 2
gives the summary of the problems that violates
particular heuristics versus the impacts of the
violations as shown below.
Table 1: Problems detections frequencies and
impacts
No of evaluators reporting
problems
Impact levels
Lo
w
Medium High
2 6 10 5
4 2
6 1
Table 2: Number of heuristics violation impacts
i. Software Evaluation (Google Analytic)
The method was used by the analysts to analyze the
path followed by the website users that is the students
and staffs and in this case the major route followed is
as follows:
 Main web Page - /
 Main menu - /admission /
 Admission Details - /undergraduate
/graduates/continuing education
It is observed that at least 15% (450 users) were able
to iterate for not less than 10 times between
Admission Details and the main menu before leaving
Heuristics Impact levels
Low Medium High
Consistencies and standards. 1 2
Errors preventions 1
Visible system’s status. 2 4 1
Flexible and efficient use. 1 2 2
Users recognizing, diagnosing and
recovering from errors.
1 1 3
System to real matching 3 3 3
Aesthetic and minimalists
Designs
1 1
Use help and documentations 1 1 1

the website while about 40% of users leaves the web
page after the initial iteration [11].
The below are the major problems obtained:
i. The Users receiving error messages on
the web pages with codes like 404.
ii. The users error like unable to get the
site.
iii. The user unable to submit the courses
application details after entering all
personal details.
iv. Lacking validation for any blank fields
submitted.
v. While searching course the auto
populating predictive lists does not
show full course details.
vi. There is poor layout of the menu and
admission submenus on the web page.
vii. As the admission menu not auto
focused by the cursor.
viii. Poor graphics on the main page being
the initial landing page for many users.
Recommendations for changes
Below are some of the recommendations to improve
on the website user design:
i. Setting the cursor to be automatically
focusing on the admission menus.
ii. Inserting clear and attractive graphics
on the main page.
iii. Making a better menu page layout to
ensure none is hidden or overlapped.
iv. Fixing all the error coursing messages
on the web pages.
v. Fixing the course details submission
form to remove the error.
vi. Ensuring that the website is accessible
to the users at any given time.
Conclusion
It is therefore important to ensure that the website is
fully evaluated in the best ways so that it will be fully
improved through modification process in order to
achieve the best services delivery to all target clients.
Acknowledgments
I acknowledge the IT department team as they
supported me in completion of the website
improvement research.
Reference
[1] B. Dick, IT Project Management Essentials:
Information Systems Project Methodology Kindle
Edition, New York:Amazon Digital Services
LLC,2018.
[2] E. Elmasri, Database Systems: Models,
Languages, Design and Application
Programming,India: PEARSON EDUCATION,2013.
[3] E. Ramez, Database Systems: Models,
Languages, Design and Application Programming
/ International Edition Paperback, India:PEARSON
EDUCATION,2015.
[4] B. Shamkant, Fundamentals of Database
Systems (7th Edition), India: pearson, 2015.
[5] C Thomas, Database Systems: A Practical
Approach to Design, Implementation and
Management: WITH Success in Your Project,
USA:Addison Wesley,2013.
[6] H. Stephen, Management Information
Systems with student CD and MISource, New
York:McGraw/Hill,2014.

[7] B. Paige, Business Driven Information
Systems with MISource 2007 and Student
CD,New York: McGraw/Hill,2015.
[8] B. Paige, Business Driven Information
Systems with MISource 2007 and Student CD,
New York: McGraw/Hill,2015.
[9] I. Specialist, CISSP Certified Information
Systems Security Professional Study Guide
2018, New York: Independently published,
2017.
[10] J. Michael, Human Resource Information
Systems: Basics, Applications, and Future
Directions, New York: SAGE Publications, Inc,
2017.
[11]p. Tycho, Personal Finance Simplified: The
Step/By/Step Guide for Smart Money
Management Paperback, New York: Tycho
Press,2014.

Task 2
Appendices
Appendix 1: Risk assessment form
Risk assessment form
Title of study: University Website User Cantered Design & Evaluation
Student name:
Address of school:
Date:
The following are the potential risks which might occur:
 Fatigue
 Loss of internet connectivity.
 Theft of computers.
 Loss of data collection materials.
 Lack of evaluators.
If any of above is present please list it below:
Risks/hazards identified Affected
people
Existing
controls
Risks mitigation process
Fatigue All None Having enough resting before work
Loss of internet
connectivity.
All None Ensuring there is good configurations.
Theft of computers. All None Ensuring the computer is locked in safe rooms.
Loss of data collection
materials.
All None Making sure that the materials are stored and
transported safely.
Lack of evaluators. Company None Ensuring that enough evaluators are recruited
before the exercise starts.
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Name of participant Date Signature
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Name of researcher Date Signature

Appendix 2: Consent form
Consent form
Title of study: University Website User Cantered Design & Evaluation
Participant Information Number:
Please initial the
Appropriate boxes
YES NO
1. I confirm that I have read and understood the information sheet for the above study; I have had
the opportunity to consider the information and ask questions and have had these answered
satisfactorily.
2. I understand that my participation is voluntary and that I am free to withdraw at any time,
without giving any reason, without my legal rights being affected.
3. I agree to:
Take part in the interview
Allow the interview to be audio-recorded
Complete a short questionnaire on my role, level of experience and training received
Allow the information I supply to be used anonymously
in reports, publications, presentations or other appropriate
Dissemination methods
4. I would like a summary of the results of the study when it is completed.
--------------------------------------- -------------- ----------------------------
Name of participant Date Signature
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Name of researcher Date Signature
X
X
X
X
X
X
X

Appendix 3: Data gathering forms
The University Website User Cantered Design & Evaluation
Data gathering form
Title of study: University Website User Cantered Design & Evaluation
Observer’s Name: _________________________________________
Observer’s Number: ________________________________________
Date: _________________
No. Observations Observation
code
Level of impact
(Low, Medium or High)
1. Consistencies and standards.
2. Errors preventions
3. Visible system’s status.
4. Flexible and efficient use.
5. Users recognizing, diagnosing and recovering from errors.
6. System to real matching
7. Aesthetic and minimalists
Designs
8. Use help and documentations
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Name of participant Date Signature
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Name of researcher Date Signature

Appendix 4: Instructions to participants
The University Website User Cantered Design & Evaluation
Instructions to participants
Title of study: University Website User Cantered Design & Evaluation
Participant Name: _________________________________________
Participant Number: ________________________________________
Date: _________________
Kindly follow the following instructions while participating in the information gathering process on website
improvements methods:
i. Fill in your details above including your name and number.
ii. Take the data gathering form.
iii. Fill in the observers name and number in the data gathering form.
iv. Open the oxford university website.
v. Observe the characteristics of the website as in heuristic table.
vi. Fill in the results in the table in the data gathering form.
vii. Enter the name of participant, date and sign in the data gathering form.
viii. Enter the name of researcher, date and sign in the data gathering form.
--------------------------------------- -------------- ----------------------------
Name of participant Date Signature
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Name of researcher Date Signature

Appendix 6: Full raw result data
Full raw result data
Title of study: University Website User Cantered Design & Evaluation
Below is the full raw data results obtained:
Table 3: Problems detections frequencies and impacts
No of evaluators reporting
problems
Impact levels
Low Medium High
2 6 10 5
4 2
6 1
Table 4: Number of heuristics violation impacts
--------------------------------------- -------------- ----------------------------
Name of participant Date Signature
--------------------------------------- -------------- ----------------------------
Name of researcher Date Signature
Heuristics Impact levels
Low Medium High
Consistencies and standards. 1 2
Errors preventions 1
Visible system’s status. 2 4 1
Flexible and efficient use. 1 2 2
Users recognizing, diagnosing and
recovering from errors.
1 1 3
System to real matching 3 3 3
Aesthetic and minimalists
Designs
1 1
Use help and documentations 1 1 1