ypo/wpo conferrence @ hec montréal : designing and assessing customer & employee interfaces...

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

© 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


UXManaging Business User Experience

bUsiness inTeLLiGence

MarkeTinG anD eLecTronic coMMerce

inforMaTion TechnoLoGies

innovaTion 2013


Funding Agencies


Research Partners


Tech3Lab 2016 : The most important UX Lab in North America

TECh3LAb 2016 :

7 experimental rooms

© copyright Léger et Sénécal 2015

© copyright Léger et Sénécal 2015

TECh3LAb 2016 :

Broad range of thelastest neuroscience tools to capture user experience


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


Interfaces are everywhere


The ambient nature of interface


The mobile nature of interfaces


The immersive nature of new interfaces


The transformation of everyday life experiences


The transformation of the customer experiences


The transformation of business experiences


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


The human factor

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


Training human to conform to bad design

Coffeepot for Masochists by Jacques Carelman


The importance of human centered design


Toward a focus on user experience


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.


User experience is not just the interface


User experience in a restaurant

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


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.


User experience CANNOT be designed


Creating automobiles designed to produce the ultimate driving experience


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?


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


Traditional UX Methods


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


What is eye-tracking?



Tobii EyeTracker x60



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

What is Eye Tracking


Where do people look the most on this page?


whEN? whERE? whY?

COGNITION

ATTENTION

EMOTIONS

EYETRACkING

EYETRACkING hEATMAP

?

Eyetracking

EYE fIxATION


Mobile Eye Tracking


Multi-User Eye Tracking


Where do people look on this new interface?


The Téo Taxi Experience


whEN? whERE? whY?

COGNITION

ATTENTION

EMOTIONS

?

Neurophysiological Measures


AUTOMATIC fACIAL EMOTION RECOGNITION (NOLDUS, fACEREADER)


Paul Ekman

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


Discrete emotions

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


Automatic facial expression recognition


EASE OF USE?


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

?



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


PhOTObOOTh PROJECT

TRADITIONNAL EYETRACkING hEATMAP

Ux hEATMAP wITh PROJECT PhOTObOOTh

EYE fIxATION

POSITIVE VALENCE AT fIxATION

NEGATIVE VALENCE AT fIxATION

PUPIL DILATION AT fIxATION


PhOTObOOTh PROJECT

PROTOTYPE 1 PROTOTYPE 2 PROTOTYPE 3

A/B Testing with Normalized Density



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




Dashboard visual efficiency: Bar Chart vs Bubble Chart

bAR ChART bUbbLE ChART


bAR ChART

bUbbLE ChART






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


2011 2012 2013

LaPresse+: A Well-Crafted UX

EYE TRACkING

CLASSIC ObSERVATION

GESTURES

fATIAL EMOTIONS

observaTion MeThoDoLoGY

Thank you!

ypo/wpo conferrence @ hec montréal : designing and assessing customer & employee interfaces...

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