Pan-Baltic WUD 2012 presentation. http://wud.tlu.ee

1. n eu r oUX @agabojko
smoke and mirrors
or the future of
user experience research?
Aga Bojko, GfK User Centric
neljapäev, 29. november 12

2. neljapäev, 29. november 12

3. neljapäev, 29. november 12

4. neljapäev, 29. november 12

5. neljapäev, 29. november 12

6. neljapäev, 29. november 12

7. neljapäev, 29. november 12

8. neljapäev, 29. november 12

9. neljapäev, 29. november 12

10. neljapäev, 29. november 12

11. Image Source: http://talipsisman.deviantart.com/art/Future-City-182675382
neljapäev, 29. november 12
“you should talk about the future of UX”

12. yeah OK, let me just get my crystal ball…
neljapäev, 29. november 12

13. emerging UX research methods
neljapäev, 29. november 12

14. what about old-school research methods?
neljapäev, 29. november 12

15. observing what people do
neljapäev, 29. november 12

16. listening to what people say
neljapäev, 29. november 12

17. user testing = foundation of UX research
neljapäev, 29. november 12

18. but the UX field is maturing…
neljapäev, 29. november 12

19. people have many options
neljapäev, 29. november 12

20. people have many options
neljapäev, 29. november 12

21. people have many options
neljapäev, 29. november 12

22. same product, different brands
neljapäev, 29. november 12

23. usability is not enough to win the race
neljapäev, 29. november 12

24. experiences must exceed expectations
neljapäev, 29. november 12

25. but how do we measure that?
neljapäev, 29. november 12

26. what do users think? how do they feel?
neljapäev, 29. november 12

27. UX researchers are digging deeper
neljapäev, 29. november 12

28. starting to use sophisticated instruments
neljapäev, 29. november 12

29. to understand biological reactions
neljapäev, 29. november 12

30. recognizing facial expressions
neljapäev, 29. november 12

31. measuring brain activity
neljapäev, 29. november 12

32. tracking users’ eye movements
neljapäev, 29. november 12

33. to better understand the user experience
neljapäev, 29. november 12

34. recognizing
facial
expressions
neljapäev, 29. november 12

35. why care about facial expressions?
neljapäev, 29. november 12

36. facial expressions indicate emotions
neljapäev, 29. november 12

37. facial expressions indicate emotions
neljapäev, 29. november 12

38. facial expressions indicate emotions
neljapäev, 29. november 12

39. from Charles Darwin to Paul Ekman
neljapäev, 29. november 12

40. facial action coding system (FACS)
neljapäev, 29. november 12

41. Anger: 4+5+7+23
Disgust: 9+15+16
Fear: 1+2+4+5+20+26
Happiness: 6+12
Sadness: 1+4+15
Surprise: 1+2+5B+26
Contempt: R12A+R14A
FACS affect interpretation dictionary
neljapäev, 29. november 12

42. Image Source: http://www.emg-eeg.com/tag/beyin-damar-ultrasonu
neljapäev, 29. november 12
facial electromyography (fEMG)

43. video-based solutions are less intrusive
neljapäev, 29. november 12

44. Image Source: http://thirdsight.co/products/emovision/
neljapäev, 29. november 12
EmoVision dashboard

45. Image Source: http://www.noldus.com/human-behavior-research/products/facereader
neljapäev, 29. november 12
FaceReader dashboard

46. neljapäev, 29. november 12

47. requires stable head (no talking!)
neljapäev, 29. november 12

48. no face touching
neljapäev, 29. november 12

49. doesn’t work well with glasses
neljapäev, 29. november 12

50. facial hair can be a problem
neljapäev, 29. november 12

51. needs more lighting than usual
neljapäev, 29. november 12

52. recognizes simple & strong expressions
neljapäev, 29. november 12

53. recognizes simple & strong expressions
neljapäev, 29. november 12

54. …but participants’ expressions are subtle
neljapäev, 29. november 12

55. m e as u ring
br ain
a ctivity
neljapäev, 29. november 12

56. neljapäev, 29. november 12

57. neljapäev, 29. november 12

58. brain parts map to cognitive functions
neljapäev, 29. november 12

59. fMRI = functional magnetic resonance imaging
neljapäev, 29. november 12

60. fMRI machine = giant donut magnet
neljapäev, 29. november 12

61. loud and you can’t move
neljapäev, 29. november 12

62. Image Source: http://www.news.wisc.edu/newsphotos/davidson08.html
neljapäev, 29. november 12
the control room

63. Image Source: http://www.news.wisc.edu/newsphotos/davidson08.html
neljapäev, 29. november 12
the control room

64. the brain is always on
neljapäev, 29. november 12

65. ge Source: http://www.baars-gage.com/
to learn anything, we must subtract
neljapäev, 29. november 12

66. if we want to see where emotions live…
neljapäev, 29. november 12

67. Image Source: http://www.baars-gage.co
neljapäev, 29. november 12

68. neljapäev, 29. november 12

69. e Source: http://www.moderncancertreatments.com/heart-health/
neljapäev, 29. november 12
coke vs. pepsi fMRI study

70. published in “neuron” in 2004
Article Source: http://www.sciencedirect.com/science/article/pii/S0896627304006129
neljapäev, 29. november 12

71. what participants saw and tasted
Image Source: http://www.yalescientific.org/2011/05/your-brain-on-food
neljapäev, 29. november 12

72. how did the brain react?
?
neljapäev, 29. november 12

73. how did the brain react?
[ brand-cued brain
activity
[ - [ light-cued brain
activity
[ =
hippocampus DLPFC
neljapäev, 29. november 12

74. pepsi = taste coke = taste + brand
neljapäev, 29. november 12

75. who uses fMRI to understand users?
neljapäev, 29. november 12

76. who uses fMRI to understand users?
neljapäev, 29. november 12

77. who uses fMRI to understand users?
neljapäev, 29. november 12

78. who uses fMRI to understand users?
neljapäev, 29. november 12

79. low temporal resolution (slow)
neljapäev, 29. november 12

80. subjects can’t move
Image Source: http://www.newswise.com/articles/intervention-helps-children-with-sickle-cell-disease-complete-mri-tests-without-sedation
neljapäev, 29. november 12

81. costs $1 to 5 million
neljapäev, 29. november 12

82. Image Source: http://practicalfmri.blogspot.com/2012/05/3-t-gets-new-home.html
neljapäev, 29. november 12
weighs 5 – 10 tons

83. Image Source: http://practicalfmri.blogspot.com/2012/05/3-t-gets-new-home.html
neljapäev, 29. november 12
not very portable

84. Image Source: http://practicalfmri.blogspot.com/2012/05/3-t-gets-new-home.html
neljapäev, 29. november 12
not very portable

85. Image Source: http://stopczynski.com/category/uncategorized/
neljapäev, 29. november 12
EEG = electroencephalography

86. electrical activity of the brain (raw data)
neljapäev, 29. november 12

87. “doesn’t show valence”
neljapäev, 29. november 12

88. but showing valence seems to be possible
neljapäev, 29. november 12

89. cheaper and more portable than fMRI
neljapäev, 29. november 12

90. better temporal resolution (real-time)
neljapäev, 29. november 12

91. rce: https://share.sandia.gov/news/resources/news_releases/brain_study/
neljapäev, 29. november 12
conductive gel but no hair gel

92. Image Source: http://www.fuelyourproductdesign.com/mind-control-is-the-next-user-interface/
neljapäev, 29. november 12
emotiv headset (dry EEG)

93. poor spatial resolution (best for surface)
neljapäev, 29. november 12

94. we must bridge the gap
neljapäev, 29. november 12

95. e ye
tr acking
neljapäev, 29. november 12

96. neljapäev, 29. november 12

97. neljapäev, 29. november 12

98. way back when
neljapäev, 29. november 12

99. NOW: misleadingly easy  a lot of misuse
neljapäev, 29. november 12

100. why do the eyes move?
neljapäev, 29. november 12

101. it’s all about the fovea
neljapäev, 29. november 12

102. eyes move to bring things into focus
neljapäev, 29. november 12

103. looking (foveating) ≈ paying attention
neljapäev, 29. november 12

104. Tobii T60 (remote eye tracker)
neljapäev, 29. november 12

105. Tobii X60 + mobile stand
neljapäev, 29. november 12

106. Tobii eye tracking glasses
neljapäev, 29. november 12

107. Image Source: http://www.eyetracking-glasses.com/gallery/
neljapäev, 29. november 12
SMI eye tracking glasses

108. SMI eye tracking glasses
neljapäev, 29. november 12

109. Image Source: http://www.seeingmachines.com/pdfs/brochures/faceLAB-5.pdf
neljapäev, 29. november 12
faceLAB from Seeing Machines

110. pupil vs. corneal reflection
neljapäev, 29. november 12

111. heatmaps are not for analysis
neljapäev, 29. november 12

112. gaze plots are for qualitative analysis
neljapäev, 29. november 12

113. neljapäev, 29. november 12

114. gaze plots are for qualitative analysis
neljapäev, 29. november 12

115. gaze plots are for qualitative analysis
neljapäev, 29. november 12

116. gaze plots are for qualitative analysis
neljapäev, 29. november 12

117. measures are for quantitative analysis
neljapäev, 29. november 12

118. practical classification of measures
Eye
tracking
MEASURES MEASURES
OF OF
Area Area Emotional Mental Cognitive Target Target
noticeabilit interest arousal workload processing findability recognizabi
Percentage of Number of Pupil diameter Pupil diameter Average fixation Time to 1st Time from 1st
participants who fixations on an duration fixation on the fixation on target
noticed an AOI AOI target to click
Number of Total dwell time Number of Number of visits
neljapäev, 29. november 12

119. time to 1 st fixation = noticeability measure
neljapäev, 29. november 12

120. pupil size = emotional arousal measure
120
neljapäev, 29. november 12

121. pupil size = emotional arousal measure
121
neljapäev, 29. november 12

122. ave fixation length = processing measure
1 2 3
4
5
6 7
8
11 9
10
neljapäev, 29. november 12

123. ave fixation length = processing measure
neljapäev, 29. november 12

124. mascara can be confused with the pupil
neljapäev, 29. november 12

125. droopy eyelids can cover the pupil
neljapäev, 29. november 12

126. glasses  extra reflections & shadows
neljapäev, 29. november 12

127. air bubbles can cause multiple reflections
neljapäev, 29. november 12

128. rce: http://www.flickr.com/photos/smieyetracking/6869094229/in/photostream
neljapäev, 29. november 12
dynamic content  long analysis

129. ource: http://www.webusability.co.uk/what-we-do/mobile-testing/
neljapäev, 29. november 12
mobile devices can be hard to track

130. EEG + eye tracking
neljapäev, 29. november 12

131. EEG + eye tracking
neljapäev, 29. november 12

132. what does
it all mean
for us?
neljapäev, 29. november 12

133. be careful…
neljapäev, 29. november 12

134. …but inquisitive and unafraid
neljapäev, 29. november 12

135. n eu r oUX @agabojko
let’s cautiously
embrace it
Questions?
abojko@usercentric.com
neljapäev, 29. november 12