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Text Mining
Web Site Usability
Marti Hearst
SIMS
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BAILANDO Projects
Better Access to Information
using Language Analysis and
Novel Dynamic Organizations
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Current BAILANDO Projects
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CHA-CHA & FLAMENCO:
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LINDI:
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Better Search Interfaces
UI support for Search
Text Data Mining
TANGO:
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Automated Web Site Usability
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Search UIs
Combine Browsing & Search
Place Search Results in Context
Large
Category
Hierarchies
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Cha-Cha
Students: Mike Chen, Jamie Laflen, Jason Hong, Jimmy Lin,
Shiang Chen
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Medical Category Hierarchy
Medicine
Disease
Migraine
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Anatomy
MS
Carotid Artery
Spinal Cord
Drugs
Tamoxifin
Steroids
DynaCat (Pratt, Hearst, & Fagan 99)
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DynaCat Study
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Design
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Three queries
24 cancer patients
Compared three interfaces
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Results
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ranked list, clusters, categories
Participants strongly preferred categories
Participants found more answers using categories
Participants took same amount of time with all
three interfaces
Similar results have been verified by another
study by Chen and Dumais (CHI 2000)
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Cat-a-Cone Interface
(Hearst & Karadi 97)
FLAMENCO:
Improving Search via Large
Category Hierarchies
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How to show intersections across category
types?
How to preview related categories in a usertailored, dynamic manner?
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Text Data Mining
Relationships between information in
documents can create new facts, not
previously known.
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Imagine
You are a medical researcher
Your patient has
spinal inflammation
numbness in fingers
low TC levels
negative results for all tests
How can you help her?
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Idea
A new way of searching text.
Link pieces of information together
to formulate hypotheses …
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LINDI
Linking Information for New DIscoveries
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Three main parts
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Search UI for building and reusing hypothesis
seeking strategies.
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Statistical language analysis techniques for
interpreting the text.
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Backend for interfacing with various databases and
translating different formats.
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Gathering Evidence
Spinal Inflammation
Numbness in fingers
Low TC Levels
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Gathering Evidence
Spinal Inflammation
Numbness in fingers
Low TC Levels
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Find diseases
associated
with each
Supporting Cascaded Search Operations
Spinal Inflammation
Numbness in fingers
Low TC Levels
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New Language Analysis
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First use category labels to retrieve candidate
documents
Then use language analysis to detect causal
relationships between concepts
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Title:
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Interpretation:
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Magnesum deficiency implicated in increased stress levels.
<nutrient><reduction> related-to <increase><symptom>
Use these to find relationships and formulate
hypotheses
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Statistical Semantic Parsing
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Modern statistical techniques
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Mainly applied to syntactic structure
Probabilistic knowledge representation
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Represent hypotheses with different degrees
of certainty.
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Automating
Assessment of
Web Site Usability
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Why Worry?
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Problem: IBM's extranet
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Solution
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Heavy use of help and search
Unhappy users
Massive web site redesign
Focus on info-organization, not the purchasing
process.
Cost: "in the millions"
Results
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Not announced or trumped up
Use of "help" decreased 84%
Sales increased 400%
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Web TANGO
Tool for Assessing NaviGation & Organization
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Goal: automated support for comparing
design alternatives
How: Assess usability of the information
architecture
Approximate people’s information-seeking
behavior (Monte Carlo simulation)
 Output quantitative usability metrics
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Guidelines
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There are many usability guidelines
A survey of 21 sets of web guidelines
found little overlap (Ratner et al. 96)
Why?
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Our hypothesis: not empirically validated
So … let’s figure out what works!
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An Empirical Study:
Which features distinguish
well-designed web pages?
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Methodology
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Data collection
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1108 pages
163 sites
3 levels per site
14 metrics
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About 85% accurate
Text cluster and text positioning counts less
accurate
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Metrics
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Preliminary Results
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Linear regression to predict Webby judges
ratings
Top 30% vs bottom 30%
Prediction accuracy:
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72% if categories not taken into account
83% if categories assessed separately
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Goals
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Create empirical foundations for what is
still guesswork
Next step:
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A free online tool
Long term goal:
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An monte carlo simulator for comparing
potential designs
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For More Information
http://webtango.berkeley.edu
[email protected]
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