Jennifer Romano Bergstrom, PhD
UX Research Leader
Fors Marsh Group
John Whalen, PhD
Principal, Strategy & User Experience
...
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July 10, 2014 | DCWW
How Many Participants?
Introductions
@romanocog @brlexp
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July 10, 2014 | DCWW
2014.userfocus.org
@romanocog @brlexp
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July 10, 2014 | DCWW
eyetrackingux.com
@romanocog @brlexp
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July 10, 2014 | DCWW
User Experience Design (P. Morville): http://semanticstudios.com/pub...
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July 10, 2014 | DCWW
OBSERVATIONA
L
+ Ethnography
+ Time to complete task
+ Reaction time...
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July 10, 2014 | DCWW 7
Modern eye tracking
Modern Eye TrackingModern Eye Tracking
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July 10, 2014 | DCWW Krug, S. (2000). Don’t Make Me Think **NEW 3rd
Edition (2014)**
@rom...
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July 10, 2014 | DCWW
• Poor planning
• “It’s all about me.” (Redish: filing cabinets)
• H...
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July 10, 2014 | DCWW http://www.cc.gatech.edu/gvu/user_surveys/
Note: We don’t have much ...
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July 10, 2014 | DCWW 11
@romanocog @brlexp
Humans Seek PatternsHumans Seek Patterns
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July 10, 2014 | DCWW
@romanocog @brlexp
Mental Models & Repeating BehaviorMental Models &...
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July 10, 2014 | DCWW
• “I’m going to click
on it, but it's not
doing anything.
That is an...
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July 10, 2014 | DCWW
@romanocog @brlexp
Logical NavigationLogical Navigation
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July 10, 2014 | DCWW
• “Where and how you click is a bit counter-intuitive. [It’s] not su...
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July 10, 2014 | DCWW
Game Design
Understanding Age-Related Differences
Form Design
E-comm...
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July 10, 2014 | DCWW
@romanocog @brlexp
AttentionAttention
Tablet App
Tablet Website
Andr...
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July 10, 2014 | DCWW
@romanocog @brlexp
AttentionAttention
Olmsted-Hawala, E. L., Romano ...
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July 10, 2014 | DCWW
@romanocog @brlexp
Theory of MindTheory of Mind
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July 10, 2014 | DCWW
Gaze plot of 60 seconds of engagement from four participants
on the ...
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July 10, 2014 | DCWW
10-second gaze plots from a participant comparing accounts. This
par...
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July 10, 2014 | DCWW 22
@romanocog @brlexp
Processing OrderProcessing Order
Walton, L., R...
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July 10, 2014 | DCWW
How Many Participants?
But why can’t people describe it?
@romanocog ...
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Get Inside Their Heads: How to Use Psychology to Solve UX Problems

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Why aren’t users clicking that big red Donate button you created? Why can’t they complete your online form? Get answers to these and other UX questions, at DC Web Women's July 10 Speakers Series event. User experience experts Jennifer Romano Bergstrom and John Whalen will explain the psychology of UX. You’ll learn how how users’ brains work, so you can design buttons, forms, and apps they can use.

In this interactive session, Jennifer and John will:
- Use real-world examples to illustrate how users perceive and process information
- Explain key principles of psychology that will help you produce better design solutions for UX problems
- Discuss how users’ motivations and emotions affect their online behavior

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  • The following slides show how many participants are needed to get a reliable visual analysis of a web page
  • Typical usability testing data with implicit. Eye tracking adds what users cannot describe or what they are unaware of.
  • Here is what the eyetracker told us during the session…
    (Play movie)
    She never actually read the text and only skimmed through a few of the lines.
    You can also gain insights into how difficult the content is to read.
    Frequent regressions over the same area
    Lots of seemingly random eye movements
    Looking in places that do not help in task completion
  • Defined by the researcher after the session
    Automatically performs analysis based on defined regions:
    # of fixations
    Duration
    Frequency
    Time to first fixation
    Areas of interest can be defined after a session or study is over. This tool allows you to define specific regions of the screen to
    Duration= how long a person looked at this region
    Frequency=how often they looked back at this region
  • Get Inside Their Heads: How to Use Psychology to Solve UX Problems

    1. 1. Jennifer Romano Bergstrom, PhD UX Research Leader Fors Marsh Group John Whalen, PhD Principal, Strategy & User Experience Brilliant Experience July 10, 2014 | DCWW Get Inside Their Heads: How to Use Psychology to Solve UX Problems Get Inside Their Heads: How to Use Psychology to Solve UX Problems
    2. 2. Click to edit Master title style July 10, 2014 | DCWW How Many Participants? Introductions @romanocog @brlexp
    3. 3. Click to edit Master title style July 10, 2014 | DCWW 2014.userfocus.org @romanocog @brlexp
    4. 4. Click to edit Master title style July 10, 2014 | DCWW eyetrackingux.com @romanocog @brlexp
    5. 5. Click to edit Master title style July 10, 2014 | DCWW User Experience Design (P. Morville): http://semanticstudios.com/publications/semantics/000029.php User ExperienceUser Experience @romanocog @brlexp
    6. 6. Click to edit Master title style July 10, 2014 | DCWW OBSERVATIONA L + Ethnography + Time to complete task + Reaction time + Selection/click behavior + Ability to complete tasks + Accuracy IMPLICIT + Facial expression analysis + Eye tracking + Electrodermal activity (EDA) + Behavioral analysis + Linguistic analysis of verbalizations + Implicit associations + Pupil dilation EXPLICIT + Post-task satisfaction questionnaires + In-session difficulty ratings + Verbal responses + Moderator follow up + Real-time +/- dial @romanocog @brlexp UX DataUX Data
    7. 7. Click to edit Master title style July 10, 2014 | DCWW 7 Modern eye tracking Modern Eye TrackingModern Eye Tracking
    8. 8. Click to edit Master title style July 10, 2014 | DCWW Krug, S. (2000). Don’t Make Me Think **NEW 3rd Edition (2014)** @romanocog @brlexp What we design for…and realityWhat we design for…and reality
    9. 9. Click to edit Master title style July 10, 2014 | DCWW • Poor planning • “It’s all about me.” (Redish: filing cabinets) • Human cognitive limitations • Memory and Perception • Primacy • Recency • Chunking • Patterns @romanocog @brlexp UX Design FailuresUX Design Failures
    10. 10. Click to edit Master title style July 10, 2014 | DCWW http://www.cc.gatech.edu/gvu/user_surveys/ Note: We don’t have much confidence in the totals for ages 5- 7 because it appears that some respondents chose these responses rather than scroll through the list to their correct age. @romanocog @brlexp Why is Design Important?Why is Design Important?
    11. 11. Click to edit Master title style July 10, 2014 | DCWW 11 @romanocog @brlexp Humans Seek PatternsHumans Seek Patterns
    12. 12. Click to edit Master title style July 10, 2014 | DCWW @romanocog @brlexp Mental Models & Repeating BehaviorMental Models & Repeating Behavior
    13. 13. Click to edit Master title style July 10, 2014 | DCWW • “I’m going to click on it, but it's not doing anything. That is annoying.” • “Do these not work?” Clicks along the bottom of the PC homepage showing that participants expected the icons to be working links. Homepage on the iPad website does not display the clickable links below each icon. @romanocog @brlexp Mental Models & Repeating BehaviorMental Models & Repeating Behavior Bristol, K., Romano Bergstrom, J. & Link, M. (2014). Eye Tracking the User Experience of a Smartphone and Web Data Collection Tool. Paper presentation at the AAPOR Conference, Anaheim, CA, May 2014.
    14. 14. Click to edit Master title style July 10, 2014 | DCWW @romanocog @brlexp Logical NavigationLogical Navigation
    15. 15. Click to edit Master title style July 10, 2014 | DCWW • “Where and how you click is a bit counter-intuitive. [It’s] not super obvious which button to click to get to next sections.” • “I feel like the ‘Next’ should be at the bottom and not the top.” Intuitive ‘Next’ button location Non-intuitive ‘Next’ button location @romanocog @brlexp Confusing NavigationConfusing Navigation Bristol, K., Romano Bergstrom, J. & Link, M. (2014). Eye Tracking the User Experience of a Smartphone and Web Data Collection Tool. Paper presentation at the AAPOR Conference, Anaheim, CA, May 2014.
    16. 16. Click to edit Master title style July 10, 2014 | DCWW Game Design Understanding Age-Related Differences Form Design E-commerce Romano Bergstrom & Schall (Eds). 2014. Eye Tracking in User Experience Design. Morgan Kaufmann. @romanocog @brlexp AttentionAttention
    17. 17. Click to edit Master title style July 10, 2014 | DCWW @romanocog @brlexp AttentionAttention Tablet App Tablet Website Android App Bristol, K., Romano Bergstrom, J. & Link, M. (2014). Eye Tracking the User Experience of a Smartphone and Web Data Collection Tool. Paper presentation at the AAPOR Conference, Anaheim, CA, May 2014.
    18. 18. Click to edit Master title style July 10, 2014 | DCWW @romanocog @brlexp AttentionAttention Olmsted-Hawala, E. L., Romano Bergstrom, J. C., & Chen, J. M. (2011). A high-fidelity usability evaluation of iteration 3 of the new American FactFinder Web site: Increased functionality. Center for Survey Measurement, Research and Methodology Directorate (Survey Methodology #2011-12). US Census Bureau. Available online at <http://www.census.gov/srd/papers/pdf/ssm2011-12.pdf>.
    19. 19. Click to edit Master title style July 10, 2014 | DCWW @romanocog @brlexp Theory of MindTheory of Mind
    20. 20. Click to edit Master title style July 10, 2014 | DCWW Gaze plot of 60 seconds of engagement from four participants on the Loan Rehabilitation page who scanned the text without reading it thoroughly. Gaze plot of 60 seconds of engagement from four participants on the Contact Your Servicer page who read most of the text. @romanocog @brlexp Reading/ScanningReading/Scanning
    21. 21. Click to edit Master title style July 10, 2014 | DCWW 10-second gaze plots from a participant comparing accounts. This participant spent about 3 minutes on this page. @romanocog @brlexp ScanningScanning
    22. 22. Click to edit Master title style July 10, 2014 | DCWW 22 @romanocog @brlexp Processing OrderProcessing Order Walton, L., Romano Bergstrom, J., Hawkins, D., & Pierce, C. (2014). User Experience Testing and Eye Tracking Inform Paper Diary Design. Paper presentation at the Human Computer Interaction International Conference, Crete, Greece, June 2014.
    23. 23. Click to edit Master title style July 10, 2014 | DCWW How Many Participants? But why can’t people describe it? @romanocog @brlexp John is going to tell us more…

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