Assessing the reliability of heuristic evaluation for Web site attractiveness and usability

Web interfaces challenge traditional definitions of usability. A three-phase model for website evaluation is proposed, based on initial attractiveness, exploration/navigation and transaction. Usability is redefined as trade-off between increasing the user´s motivation to encourage exploration and purchasing in e-commerce, and the costs of usability errors. Heuristics for assessing the attractiveness of Web user interfaces are proposed based on aesthetic design, general arousal created by content, corporate identity and brand, and the perceived utility matched to users´ requirements. The heuristics are tested by evaluating three airline Web sites to demonstrate how different attractiveness and traditional usability trade-offs contribute to overall effectiveness.