This one’s the english translation for the earlier post about my final project.
As the biggest individual project to conclude my bachelor degree, I tried to give personal touch to the final project. I blend my interests- ones that are feasible to be discussed relating to the informatics field. The combination is: interaction design + (interactive) advertising + tourism, all extracted in the frame of software development. I initially got the inspiration to bring up the topic about interactive advertising while I was doing an internship on June-July 2008. So, thank you LOWE Indonesia 🙂
Oh, I also uploaded the final prototype of Raja Ampat’s Tourism Website that I had built into a domain on the Internet. The website was not prepared for public use, but I’d be glad to provide the link if anybody wants to view it.
FINAL PROJECT ABSTRACT
NIM : 13505087
Name : Larissa Rena Mansura
Lecturer : Dr. Ir. Husni S. Sastramihardja, M.T.
Title : Interaction Design in the Development of Interactive Advertising on the Internet
Interactive advertising is an innovation in the field of advertising that rises along with the growth of communication technology as the media for interactive advertising. Advertising is initially a one-way communication from advertisers to consumers. In the terms of interactive advertising, it now provides a two-way communication between advertisers and consumers. Consumers’ active participation places them on the driver’s seat in the exposure of advertising messages. In order to create an engaging consumer-centered interactive advertising, there is a prospect for applying interaction design concepts.
Interactive advertising in the context of the Internet is basically comprised of softwares. This final work discusses the application of interaction design concepts in the development of of such softwares. The research was initiated by studying literatures on advertising theories, interaction design, and prototyping methodology. Interviews with sources from two actual advertising agencies were also conducted to get a clear understanding about the development process of interactive advertising. Results from both literature study and interviews were analyzed to provide a solution on how interaction design concepts could improve the development process of interactive advertising. Three concepts of interaction design were applied: persona, task modeling, and usability testing.
In order to evaluate the proposed solution, a case study had been conducted. The topic of the case study was an interactive advertising in the form of a website for promoting Raja Ampat’s tourism (note: Raja Ampat is a marine tourism destination in West Papua, Indonesia). This case study consisted of two cycles of software development. The first cycle resulted in an early version of prototype, Raja Ampat I, which was aimed to discover the website’s utility and attractiveness. This first prototype was redesigned in the second cycle to produce an improved version of prototype, namely Raja Ampat II. Raja Ampat II was deployed in the Internet within limited access. The aim of this second prototype was to discover the website’s learnability (ease of use) and level of user experience.
From this final project, it can be concluded that interaction design concepts could improve the development process of interactive advertising. Firstly, persona helps the developer in understanding specific characteristics of more targeted consumers. Secondly, task modeling helps structuring the content of the interactive advertising, either in the form of human-human interaction or human-message interaction. Thirdly, usability testing which is based on task modeling provides traceable usability issues. Therefore it is easier to improve the interactive advertising, by revising task by task.
Keywords: interactive advertising, interaction design, persona, task modeling, usability testing, Prototyping methodology.