innovative ux methods and tools

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TECH3LAB’S PERSPECTIVE ON USER EXPERIENCE (UX) Designing and Assessing Customer & Employee Interfaces with the Help of Innovative UX Tools PIERRE-MAJORIQUE LÉGER, Ph.D. Co-director Tech3Lab SYLVAIN SÉNÉCAL, Ph.D. Co-director Tech3Lab

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Page 1: Innovative UX Methods and Tools

Tech3Lab’s PersPecTive on User exPerience (Ux)

Designing and assessing customer & employee interfaces with the help of innovative Ux Tools

PIERRE-MAJORIQUE LÉGER, Ph.D.Co-director Tech3Lab

SYLVAIN SÉNÉCAL, Ph.D.Co-director Tech3Lab

Page 2: Innovative UX Methods and Tools

© Copyright Tech3Lab 2016

Tech3Lab 2016

sYLvain sÉnÉcaL, Ph.D.Co-director Tech3LabFull professor, Department of Marketing

Pierre-MaJoriQUe LÉGer, Ph.D.Co-director Tech3LabFull professor, Department of Information Technologies

Page 3: Innovative UX Methods and Tools

© Copyright Tech3Lab 2015© Copyright Tech3Lab 2015

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© Copyright Tech3Lab 2016

UXManaging Business User Experience

bUsiness inTeLLiGence

MarkeTinG anD eLecTronic coMMerce

inforMaTion TechnoLoGies

innovaTion 2013

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© Copyright Tech3Lab 2016

Funding Agencies

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© Copyright Tech3Lab 2016

Research Partners

Page 7: Innovative UX Methods and Tools

© Copyright Tech3Lab 2016

Tech3Lab 2016 : The most important UX Lab in North America

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TECh3LAb 2016 :

7 experimental rooms

© copyright Léger et Sénécal 2015

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© copyright Léger et Sénécal 2015

TECh3LAb 2016 :

Broad range of thelastest neuroscience tools to capture user experience

Page 10: Innovative UX Methods and Tools

© Copyright Tech3Lab 2016

Testimonial from Dr. Alan Popeon HEC Montréal Tech3Lab

“What I think of when I see the Tech3Lab, that something good has begun there, and something that’s unparalleled in any other place that I know of, not even our facility.”

Dr. Alan Pope, NASA Langley, 2015-11-12, HEC Montréal

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© Copyright Tech3Lab 2016

Interfaces are everywhere

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The ambient nature of interface

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© Copyright Tech3Lab 2016

The mobile nature of interfaces

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© Copyright Tech3Lab 2016

The immersive nature of new interfaces

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The transformation of everyday life experiences

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© Copyright Tech3Lab 2016

The transformation of the customer experiences

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© Copyright Tech3Lab 2016

The transformation of business experiences

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© Copyright Tech3Lab 2016

Millenial reaction to corporate IT systems

« They take a look at a business- application screen and they scream in horror »

Willem Eelman, Chief information officer (CIO) of Unilever

Source: http://www.economist.com/node/21531112

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© Copyright Tech3Lab 2016

The human factor

Note: http://blogs.discovermagazine.com/lovesick-cyborg/2014/11/08/the-mystery-of-virgin-galactics-pilot-error/#.Vo1HNJPhC8U

Page 20: Innovative UX Methods and Tools

© Copyright Tech3Lab 2016

Training human to conform to bad design

Coffeepot for Masochists by Jacques Carelman

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The importance of human centered design

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© Copyright Tech3Lab 2016

Toward a focus on user experience

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© Copyright Tech3Lab 2016

The chocolate experience

«That chocolate experience includes anticipating the pleasure, beholding the dark beauty, smelling the wonderful aromas, the deliberate and sensual consumption (the most important part), the lingering bouquet and after-taste, and, finally, pleasurable memories.»

Hartson, H. Rex et al. (2012). The UX book process and guidelines for ensuring a quality user experience,Waltham, Mass., Morgan Kaufmann.

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© Copyright Tech3Lab 2016

User experience is not just the interface

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User experience in a restaurant

eMoTionaL exPerience of fine DininG: froM The anTiciPaTion To The MeMories

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© Copyright Tech3Lab 2016

The user experience is mostly felt internally by the user

▪ The anticipation of the experience

▪ The experience during the usage

▪ The memory of the experience

Hartson, H. Rex et al. (2012). The UX book process and guidelines for ensuring a quality user experience, Waltham, Mass., Morgan Kaufmann.

Page 27: Innovative UX Methods and Tools

© Copyright Tech3Lab 2016

User experience CANNOT be designed

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© Copyright Tech3Lab 2016

Creating automobiles designed to produce the ultimate driving experience

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© Copyright Tech3Lab 2016

COGNITION

INTERACTION wITh AN INTERfACE

■ SATISfACTION

■ LOYALTY

■ REUSE

ATTENTION

EMOTIONS

USER ExPERIENCE DURING ThE INTERACTION

CONSEQUENCES Of AN OPTIMAL USER ExPERIENCE

QUESTIONS TO bE ANSwERED TO IMPROVE Ux

whEN? whERE? whY?

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© Copyright Tech3Lab 2016

Traditional UX Methods

COGNITION

ATTENTION

EMOTIONS

bEhAVIOR ObSERVATION

ASSESSMENT Of PERCEPTIONS RESULTS!

IMPOSSIbLE TO GET A RICh UNDERSTANDING Of USER ExPERIENCE

whEN?

whERE?

whY?

?

whEN? whERE? whY?

EASY TO USE

OptiOnal step

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© Copyright Tech3Lab 2016

Traditional UX Methods

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© Copyright Tech3Lab 2016

whEN? whERE? whY?

whEN? whERE? whY?

COGNITION

ATTENTION

EMOTIONS

EYETRACkING

RESULTS!

DIffICULT TO SYNChRONIzE COGNITIVE, EMOTIONAL, AND ATTENTIONAL MEASURES TO GET

A RICh UNDERSTANDING Of USER ExPERIENCE

?

New UX Methods

NEUROPhYSIOLOGICAL MEASURES

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© Copyright Tech3Lab 2016

What is eye-tracking?

© Copyright Tech3Lab 2016

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© Copyright Tech3Lab 2016

Tobii EyeTracker x60

© Copyright Tech3Lab 2016

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© Copyright Tech3Lab 2016

Tobii EyeTracker x60

© Copyright Tech3Lab 2016

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© Copyright Tech3Lab 2016

Source: http://eyetracking.me/?page_id=9

What is Eye Tracking

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© Copyright Tech3Lab 2016

Where do people look the most on this page?

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© Copyright Tech3Lab 2016

whEN? whERE? whY?

COGNITION

ATTENTION

EMOTIONS

EYETRACkING

EYETRACkING hEATMAP

?

Eyetracking

EYE fIxATION

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© Copyright Tech3Lab 2016

Mobile Eye Tracking

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© Copyright Tech3Lab 2016

Multi-User Eye Tracking

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© Copyright Tech3Lab 2016

Where do people look on this new interface?

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© Copyright Tech3Lab 2016

Where do people look on this new interface?

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© Copyright Tech3Lab 2016

The Téo Taxi Experience

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© Copyright Tech3Lab 2016

The Téo Taxi Experience

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© Copyright Tech3Lab 2016

whEN? whERE? whY?

COGNITION

ATTENTION

EMOTIONS

?

Neurophysiological Measures

NEUROPhYSIOLOGICAL MEASURES

AUTOMATIC fACIAL EMOTION RECOGNITION (NOLDUS, fACEREADER)

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© Copyright Tech3Lab 2016

Paul Ekman

Source : Série Lie to Me, Fox Broadcasting Company, sur IMDb http://www.imdb.com/media/rm2416675584/tt1235099?ref_=ttmd_md_nxt

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© Copyright Tech3Lab 2016

Discrete emotions

Source : film d’animation Inside Out, Disney, sur IMDb (http://www.imdb.com/media/rm2631859712/tt2096673?ref_=ttmi_mi_all_sf_

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© Copyright Tech3Lab 2016

Automatic facial expression recognition

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© Copyright Tech3Lab 2016

EASE OF USE?

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© Copyright Tech3Lab 2016

EASE OF USE?

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© Copyright Tech3Lab 2016

Research at Tech3Lab Using Rich UX

RESULTS!

ALIGNMENT bETwEEN COGNITIVE, EMOTIONAL, AND ATTENTIONAL MEASURES ENAbLING A RICh

UNDERSTANDING Of USER ExPERIENCEwhEN? whERE? whY?

whEN? whERE? whY?

COGNITION

ATTENTION

EMOTIONS

EYETRACkING

?

NEUROPhYSIOLOGICAL MEASURES

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© Copyright Tech3Lab 2016

Eye fixations Triangulation and machine learning

Visualization of emotion and/or cognitive states at fixation

UX Heatmap with Photobooth Project enabLinG The visUaLizaTion of TrianGULaTeD aTTenTion, eMoTionaL, anD coGniTive MeasUres.

Courtemanche, F., P.-M. Léger, M. Frédette, S. Sénécal, and A. Dufresne (2015) Method and Product for Visualizing the Emo-tions of a User, Provisional patent application. US 62/121,552 p. 14.

PaTenT PenDinG

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© Copyright Tech3Lab 2016

PhOTObOOTh PROJECT

TRADITIONNAL EYETRACkING hEATMAP

Ux hEATMAP wITh PROJECT PhOTObOOTh

EYE fIxATION

POSITIVE VALENCE AT fIxATION

NEGATIVE VALENCE AT fIxATION

PUPIL DILATION AT fIxATION

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© Copyright Tech3Lab 2016

PhOTObOOTh PROJECT

TRADITIONNAL EYETRACkING hEATMAP

Ux hEATMAP wITh PROJECT PhOTObOOTh

EYE fIxATION

POSITIVE VALENCE AT fIxATION

NEGATIVE VALENCE AT fIxATION

PUPIL DILATION AT fIxATION

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© Copyright Tech3Lab 2016

PhOTObOOTh PROJECT

TRADITIONNAL EYETRACkING hEATMAP

Ux hEATMAP wITh PROJECT PhOTObOOTh

EYE fIxATION

POSITIVE VALENCE AT fIxATION

NEGATIVE VALENCE AT fIxATION

PUPIL DILATION AT fIxATION

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© Copyright Tech3Lab 2016

PhOTObOOTh PROJECT

TRADITIONNAL EYETRACkING hEATMAP

Ux hEATMAP wITh PROJECT PhOTObOOTh

EYE fIxATION

POSITIVE VALENCE AT fIxATION

NEGATIVE VALENCE AT fIxATION

PUPIL DILATION AT fIxATION

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© Copyright Tech3Lab 2016

PhOTObOOTh PROJECT

PROTOTYPE 1 PROTOTYPE 2 PROTOTYPE 3

A/B Testing with Normalized Density

PUPIL DILATION AT fIxATION

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© Copyright Tech3Lab 2016

Gender differences : CAN YOU TELL whICh ONE IS fROM MEN AND whICh ONE fROM wOMEN ?

POSITIVE VALENCE AT fIxATION

NEGATIVE VALENCE AT fIxATION

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© Copyright Tech3Lab 2016

Dashboard visual efficiency: Bar Chart vs Bubble Chart

bAR ChART bUbbLE ChART

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© Copyright Tech3Lab 2016

bAR ChART

bUbbLE ChART

POSITIVE VALENCE AT fIxATION

NEGATIVE VALENCE AT fIxATION

PUPIL DILATION AT fIxATION

Dashboard visual efficiency: Bar Chart vs Bubble Chart

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© Copyright Tech3Lab 2016

POSITIVE VALENCE AT fIxATION

NEGATIVE VALENCE AT fIxATION

PUPIL DILATION AT fIxATION

bAR ChART

bUbbLE ChART

Dashboard visual efficiency: Bar Chart vs Bubble Chart

Page 62: Innovative UX Methods and Tools

© Copyright Tech3Lab 2016

UPCOMING:

Insight to Action for UX Developers OVERALL

USER ExPERIENCE

NEGATIVE VALENCE POSITIVE VALENCE

LOw AROUSAL

hIGh AROUSAL

Condition ACondition B

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© Copyright Tech3Lab 2016

0

100000

200000

300000

400000

500000

600000

700000

LP+ Readers per WeekLaPresse+: A Sucess Story

▪ Award winning application

▪ 77% of LaPresse advertising revenues

▪ 43% mobile information market share in Quebec

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© Copyright Tech3Lab 2016

2011 2012 2013

LaPresse+: A Well-Crafted UX

EYE TRACkING

CLASSIC ObSERVATION

GESTURES

fATIAL EMOTIONS

observaTion MeThoDoLoGY

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Thank you!