Convincing execs with eye tracking 2012
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Convincing Execs: Using Eye-tracking Results in Understandable and Persuasive Ways By Laura Faulkner, PhD, Strategist at FalconDay Consulting and Research Scientist at The University of Texas at Austin, USA Abstract: If you have ever been on the hot seat of presenting results to executives, you know the challenging, sometimes frustrating, and sometimes puzzling questions they ask. Presenting eye-tracking results can be particularly powerful, but can also be misunderstood and misapplied. Dr. Faulkner presents the do's and don't's of executive communications, including 5 keys to packaging and presenting your results and conclusions to persuade and spark leadership to action.
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Convincing execs with eye tracking 2012
- 1. Convincing Execs Using Eye-Tracking Results to Convince Execs Laura Faulkner, PhD
- 2. UX must continually work to claim its space, funding, and impact-ability.
- 3. Convincing execs with eye- tracking is more about convincing than eye- tracking. Let’s master part of that today.
- 4. Use the tools. Claim your space. Chino, here, does ...
- 5. Exec = person Apply the keen eye of user experience to understand each exec as human being.
- 6. Realize ... Executives are faced with challenges and limitations unknown to any but them.
- 7. Specific POV Exec = person DECISION SUPPORT At-a-Glance
- 8. UX practitioners can be the CEO’s hero.
- 9. Eye-tracking is at a distinct advantage to have impact on decisions. Why?
- 10. Execs need it now, need it right, and need it supported.
- 11. Specific POV High-level view Laser focus Deep-dive Rapid decision-making
- 12. Understandable in 5-15 seconds Execs need it now, need it right, and need it supported. by data, that is Precision & accuracy are key
- 13. Key 1. Craft messages that can be quickly taken in, and reused to convince someone else.
- 14. Create a single-sheet printout that can be snatched and taken to the next meeting.
- 15. Create a single-sheet printout that can be snatched and Uh oh... Your audience just taken to the expanded to next meeting. folks you don’t even know
- 16. Tell me the WHAT the SO WHAT and the NOW WHAT. - Sonja Mathews, VP for Marketing, USAA
- 17. Key 2. Bridge the execs to understanding and action.
- 18. Show what to ‘see’ then ‘notice’ then ‘look at.’ Images courtesy of www.mediative.ca
- 19. Learn to filter!
- 20. “Before leaving the house, … stop, look in the mirror, and remove one piece of jewelry.” - Coco Chanel 20th century fashion designer and stylist
- 21. Key 3. Choose every view as if it will be framed on the wall. Forever ... Ouch! (In this case, mouse click data does not equal eye-tracking data.) image courtesy of SimpleUsability, Leeds, Yorkshire, UK
- 22. Choose every view as if it will be framed on the wall. Forever!!
- 23. Key 4. Face the ‘challenge’ when questioned.
- 24. Tell only what is needed. Explain when asked.
- 25. Listen to whole questions before answering
- 26. Stand your physical ground.
- 27. If a challenge is accurate, accept it and move on.
- 28. Execs do need your opinion, based on your expertise What you know What you learned What that means
- 29. Recommend a specific course of action. Key 5.
- 30. Specific POV Remember! Exec = person DECISION SUPPORT At-a-Glance
- 31. “You don’t become a hero by being normal.” Tagline for the movie ‘Para-Norman’
- 32. presentation by Laura Faulkner, PhD @laurafaulkner Copyright 2012
Editor's Notes
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- User experience gives us many tools to claim our space. \n
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- The idea is to present what you know or have learned in a form that will actually be read, understood, and influence the actions of someone who has a high-level view, multiple complex concerns, and precious little time to attend to all of them or to you.\n
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- \nImage source: http://searchengineland.com/eye-tracking-on-universal-and-personalized-search-12233\n
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- If you are wondering why the ‘ouch’ - this is a ‘heatmap’ of web-collected mouse clicks.\nMouse-click data does not equal eye tracking data!\n
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- When you interrupt with your answer, two things can happen: 1) You may miss the ‘real’ question that would have come up; and 2) You lose credibility by sounding overconfident.\n
- Step neither forward nor back. Step back and you lose authority; step forward and you issue a challenge. These are instinctive human behaviors that get interpreted at a subconscious level. Strengthen acceptance of your results by standing solidly centered.\n
- Otherwise, you waste political capital that is better spent later on.\n
- If you do eye-tracking at all, you are more of an ‘expert’ in it than they are. Execs need what you have learned, and they need what you have to say!\n
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- Dare to be a hero!\n
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