Improving Credibility on the Web with User Centred Design
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- Institutt for design 
Introduction: Research suggests that 80% of web users only spend a few seconds on a website. In these few seconds a user has to determine if the website is relevant to their needs and determine the credibility of the website and the organization behind it. The focus of user centred design (UCD) has been usability which broadly speaking refers to how easily software can be learned and used. In human computer interaction the concept of credibility has been often studied through the lens of source credibility theory One of the most prominent researchers in computer credibility, a field of study which has been named "captology", is BJ Fogg. Fogg has suggested that computers have 4 types of credibility: presumed credibility, surface credibility, earned credibility and reputed credibility. This study seeks to combine SCT with UCD to create credible websites based upon user input through creating a new web design for Brumunddal Pistolclub using user centred methods informed by SCT. Methods: The methods used in this study are often used in UCD processes. Interviews, for gathering user requirements and comparing different current designs Sketching, for quickly coming up with ideas and testing them, Surveys, to gather impressions and requirements a the design created based upon the sketches Prototype, based upon input from the interviews, sketches and survey At the end usability testing to measure how fast user can get information. Throughout the study using mixed methods the current design is compared with others. In the interviews other designs. In the case of the survey and usability tests compared between the current design and a design proposal. Themes and requirements were gathered and mapped to their respective credibility type. Results: Based upon data gathered using mixed methods it was found that when assessing the credibility of a shooting organization users look for A website using the latest design trends A website reflecting the activities of the club A website reflecting the social nature of the activities A website that keeps up with the latest news and results. Based upon the results a prototype was created and tested using usability testing to see if a website having these characteristics were a more usable website than the current design. The results indicate that the more credible website was the most usable one.