Number of co-authors:5
Number of publications with 3 favourite co-authors:Marisa Siegel:7Soussan Djamasbi:4Rui Dai:1
Tom Tullis's 3 most productive colleagues in number of publications:Larry E. Wood:10Marisa Siegel:7Soussan Djamasbi:5
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Thomas S. (Tom) Tullis is Vice President of Usability and User Insight at Fidelity Investments. He joined Fidelity in 1993 and was instrumental in the development of the company's User Experience department; its facilities include a state-of-the-art Usability Lab. Prior to joining Fidelity, Tom held positions at Canon Information Systems, McDonnell Douglas, Unisys Corporation, and Bell Laboratories. He and Fidelity's usability team have been featured in a number of publications, including Newsweek, Business 2.0, Money, The Boston Globe, The Wall Street Journal, and The New York Times. Tullis received a B.A. from Rice University, an M.A. in experimental psychology from New Mexico State University, and a Ph.D. in engineering psychology from Rice University. During his 30+ years of experience in human-computer interface studies, he has published more than 50 papers in numerous technical journals and has been an invited speaker at national and international conferences. He also holds eight U.S. patents and is an Adjunct Professor at Bentley University.
Publications by Tom Tullis (bibliography)
Djamasbi, Soussan, Siegel, Marisa and Tullis, Tom (2012): Faces and Viewing Behavior: An Exploratory Investigation. In AIS Transactions on Human-Computer Interaction, 4 (3) pp. 190-211.
User experience is becoming increasingly important in gaining a competitive advantage in the marketplace. One way to improve user experience is by including images of faces. People are drawn to faces because paying attention to faces has played a significant role in human evolution. Hence, areas on a web page that typically receive less attention from users, such as the right side or below the fold, may benefit from the inclusion of images of faces. Although faces may be useful in attracting attention to particular places on a web page, they may also distract attention from key information. To test this possibility, we conducted two eye tracking studies in which images of faces were placed on areas of a web page that are shown to receive less attention. The results indicated that faces did not increase the number of people who viewed the areas where the faces were located, but that faces affected fixation patterns on these areas. Our results also showed that faces located above the fold of the web page negatively affected the performance of those who were completing tasks.
© All rights reserved Djamasbi et al. and/or AIS
Djamasbi, Soussan, Siegel, Marisa and Tullis, Tom (2011): Visual Hierarchy and Viewing Behavior: An Eye Tracking Study. In: Jacko, Julie A. (ed.). "Human-Computer Interaction: Design and Development Approaches". Berlin, Germany: Springerpp. 331-340
Empirical evidence suggests that users often exhibit a viewing pattern that favors the top and left sides of web pages. This viewing pattern may cause users to miss a great deal of information. Grounded in the model of visual hierarchy, this study examines the impact of visual complexity on how users view a page. The results show that users’ viewing pattern in our study was more scattered than those reported in previous studies, which used pages with a relatively less complex visual hierarchy. We also examined the impact of browsing and information retrieval on viewing pattern. Such an investigation can provide insight for the design of homepages that can effectively serve both those who browse and those who retrieve information. The results also show that eye tracker can serve as a valuable tool for designers to develop and test new designs.
© All rights reserved Djamasbi et al. and/or Springer
Tullis, Tom and Siegel, Marisa (2010): Does underlining links help or hurt?. In: Proceedings of ACM CHI 2010 Conference on Human Factors in Computing Systems 2010. pp. 4069-4074.
Two types of link treatments, underlined or non-underlined, were investigated in the context of three web pages. Over 1,000 participants completed tasks for which the answers were found either on the pages or by clicking a link. Task accuracy, speed, and ratings were collected in an online study. Conflicting findings suggest that primarily navigational pages should use underlined links, while informational pages should not.
© All rights reserved Tullis and Siegel and/or their publisher
Tullis, Tom and Siegel, Marisa (2010): Comparison of Date Entry Methods: An Update for the Internet Age. In: Proceedings of the Human Factors and Ergonomics Society 54th Annual Meeting 2010. pp. 620-623.
This study examined seven methods for date entry on the web, including text input, selection using dropdown menus or radio buttons, and combination approaches. The focus was on the entry of dates that may be many years in the past, such as a date of birth. A total of 776 participants, randomly assigned to one of the seven methods, each entered ten dates in an online study. Speed and accuracy were measured, and subjective ratings of task ease were collected. The methods with three separate text-entry fields for month, day, and year, either with or without auto-tab, were the fastest and received the highest task ease ratings. However, they also had the highest error rates. Three separate dropdowns for month, day, and year yielded the lowest error rate. The implications of these results for the design of web forms are discussed.
© All rights reserved Tullis and Siegel and/or HFES
Djamasbi, Soussan, Siegel, Marisa and Tullis, Tom (2010): Generation Y, web design, and eye tracking. In International Journal of Human-Computer Studies, 68 (5) pp. 307-323.
Generation Y (age 18-31) is a very large and economically powerful generation, containing eighty-two million people and spending $200 billion annually. It is not surprising that companies are interested in gaining the patronage of this group, particularly via the web. Surprisingly, very little research into making web pages appealing to this important demographic has been done. This paper addresses this need through two separate studies. The first, an online survey, provides evidence that our proposed score for predicting the visual appeal of web pages reflects the self report measure of what pages Generation Y likes. To refine these findings, an eye tracking study is conducted using the pages that were most and least liked in Study I. Participants' eye movement is tracked while browsing these pages, providing evidence of what attracts their attention. The results of these two studies suggest that Generation Y may prefer pages that include a main large image, images of celebrities, little text, and a search feature. This research has important implications.
© All rights reserved Djamasbi et al. and/or Academic Press
Djamasbi, Soussan, Siegel, Marisa, Tullis, Tom and Dai, Rui (2010): Efficiency, Trust, and Visual Appeal: Usability Testing through Eye Tracking. In: HICSS 10 Proceedings of the 2010 43rd Hawaii International Conference on System Sciences January 5-8, 2010, Hawai,USA. pp. 1-10.
Creating a positive user experience is a fundamental element of producing a successful web page. Three important components of user experience are visual appeal, trust, and efficiency. This study extends past research by examining the effect of images of faces on the visual appeal, efficiency, and trustworthiness of a page. Data is collected using both subjective ratings and objective measurements, including eye tracking. Analysis indicates that users find a page that has images of people's faces more appealing than a page that has no images of faces and perform tasks more quickly when there are faces present. Additionally, analysis reveals a strong positive correlation between trusting the informational content of a page and its visual appeal. This research has important implications for theory and practical applications.
© All rights reserved Djamasbi et al. and/or IEEE
Tullis, Tom, Siegel, Marisa and Sun, Emily (2009): Are people drawn to faces on webpages?. In: Proceedings of ACM CHI 2009 Conference on Human Factors in Computing Systems 2009. pp. 4207-4212.
Three studies were conducted to investigate the effects of faces on webpages. In Study I, eye-tracking data showed that users were clearly drawn to faces when asked to look at pages and report what they remember. In Study II, the presence of a face next to a message on a webpage caused users to have a harder time finding that message. In Study III, photos of the authors of opinion articles caused users to be less likely to find the article and to give the page worse ratings.
© All rights reserved Tullis et al. and/or ACM Press
Tullis, Tom (2009): Tips for Usability Professionals in a Down Economy. In Journal of Usability Studies, 4 (2) pp. 60-69.
The usability profession is experiencing the current economic downturn just like everyone else. This article offers ten tips for usability professionals trying to weather this economic storm: * Be More Efficient with Your Usability Tests * Get More Data with Less Work * Deepen Your Usability Skills * Broaden Your Other Skills * Demonstrate Business Value * Keep up on Technology * Keep Tabs on Competitors * Maximize Your Visibility * Compare Design Alternatives * Don't Re-invent the Wheel * Specific suggestions and examples are provided for each tip.
© All rights reserved Tullis and/or Usability Professionals Association
Tullis, Tom and Wood, Larry E. (2004): How Many Users Are Enough for a Card-Sorting Study? The Card-sorting Study. In Learning, pp. 1-10.
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