innovative ux methods and tools
TRANSCRIPT
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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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
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UXManaging Business User Experience
bUsiness inTeLLiGence
MarkeTinG anD eLecTronic coMMerce
inforMaTion TechnoLoGies
innovaTion 2013
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Funding Agencies
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Research Partners
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Tech3Lab 2016 : The most important UX Lab in North America
TECh3LAb 2016 :
7 experimental rooms
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TECh3LAb 2016 :
Broad range of thelastest neuroscience tools to capture user experience
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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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Interfaces are everywhere
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The ambient nature of interface
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The mobile nature of interfaces
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The immersive nature of new interfaces
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The transformation of everyday life experiences
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The transformation of the customer experiences
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The transformation of business experiences
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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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The human factor
Note: http://blogs.discovermagazine.com/lovesick-cyborg/2014/11/08/the-mystery-of-virgin-galactics-pilot-error/#.Vo1HNJPhC8U
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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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Toward a focus on user experience
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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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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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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.
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User experience CANNOT be designed
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Creating automobiles designed to produce the ultimate driving experience
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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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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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Traditional UX Methods
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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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What is eye-tracking?
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Tobii EyeTracker x60
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Tobii EyeTracker x60
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Source: http://eyetracking.me/?page_id=9
What is Eye Tracking
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Where do people look the most on this page?
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whEN? whERE? whY?
COGNITION
ATTENTION
EMOTIONS
EYETRACkING
EYETRACkING hEATMAP
?
Eyetracking
EYE fIxATION
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Mobile Eye Tracking
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Multi-User Eye Tracking
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Where do people look on this new interface?
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Where do people look on this new interface?
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The Téo Taxi Experience
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The Téo Taxi Experience
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whEN? whERE? whY?
COGNITION
ATTENTION
EMOTIONS
?
Neurophysiological Measures
NEUROPhYSIOLOGICAL MEASURES
AUTOMATIC fACIAL EMOTION RECOGNITION (NOLDUS, fACEREADER)
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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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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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Automatic facial expression recognition
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EASE OF USE?
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EASE OF USE?
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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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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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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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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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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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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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PhOTObOOTh PROJECT
PROTOTYPE 1 PROTOTYPE 2 PROTOTYPE 3
A/B Testing with Normalized Density
PUPIL DILATION AT fIxATION
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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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Dashboard visual efficiency: Bar Chart vs Bubble Chart
bAR ChART bUbbLE ChART
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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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POSITIVE VALENCE AT fIxATION
NEGATIVE VALENCE AT fIxATION
PUPIL DILATION AT fIxATION
bAR ChART
bUbbLE ChART
Dashboard visual efficiency: Bar Chart vs Bubble Chart
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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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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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2011 2012 2013
LaPresse+: A Well-Crafted UX
EYE TRACkING
CLASSIC ObSERVATION
GESTURES
fATIAL EMOTIONS
observaTion MeThoDoLoGY
Thank you!