Convincing Execs Using Eye-Tracking Results to Convince Execs Laura Faulkner, PhDWednesday, June 13, 12
UX must continually work to claim its space, funding, and impact-ability.Wednesday, June 13, 12
Convincing execs with eye- tracking is more about convincing than eye- tracking. Let’s master part of that today.Wednesday, June 13, 12
Use the tools. Claim your space. Chino, here, does ...Wednesday, June 13, 12User experience gives us many tools to claim our space.
Exec = person Apply the keen eye of user experience to understand each exec as human being.Wednesday, June 13, 12
Realize ... Executives are faced with challenges and limitations unknown to any but them.Wednesday, June 13, 12
Specific POV Exec = person DECISION SUPPORT At-a-GlanceWednesday, June 13, 12
UX practitioners can be the CEO’s hero.Wednesday, June 13, 12
Eye-tracking is at a distinct advantage to have impact on decisions. Why?Wednesday, June 13, 12
Execs need it now, need it right, and need it supported.Wednesday, June 13, 12
Specific POV High-level view Laser focus Deep-dive Rapid decision-makingWednesday, June 13, 12
Understandable in 5-15 seconds Execs need it now, need it right, and need it supported. by data, that is Precision & accuracy are keyWednesday, June 13, 12
Key 1. Craft messages that can be quickly taken in, and reused to convince someone else.Wednesday, June 13, 12The 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 timeto attend to all of them or to you.
Create a single-sheet printout that can be snatched and taken to the next meeting.Wednesday, June 13, 12
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 knowWednesday, June 13, 12
Tell me the WHAT the SO WHAT and the NOW WHAT. - Sonja Mathews, VP for Marketing, USAAWednesday, June 13, 12
Key 2. Bridge the execs to understanding and action.Wednesday, June 13, 12
Show what to ‘see’ then ‘notice’ then ‘look at.’ Images courtesy of www.mediative.caWednesday, June 13, 12Image source: http://searchengineland.com/eye-tracking-on-universal-and-personalized-search-12233
“Before leaving the house, … stop, look in the mirror, and remove one piece of jewelry.” - Coco Chanel 20th century fashion designer and stylistWednesday, June 13, 12
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, UKWednesday, June 13, 12If you are wondering why the ‘ouch’ - this is a ‘heatmap’ of web-collected mouse clicks.Mouse-click data does not equal eye tracking data!
Choose every view as if it will be framed on the wall. Forever!!Wednesday, June 13, 12
Key 4. Face the ‘challenge’ when questioned.Wednesday, June 13, 12
Tell only what is needed. Explain when asked.Wednesday, June 13, 12
Listen to whole questions before answeringWednesday, June 13, 12When 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.
Stand your physical ground.Wednesday, June 13, 12Step neither forward nor back. Step back and you lose authority; step forward and you issuea challenge. These are instinctive human behaviors that get interpreted at a subconsciouslevel. Strengthen acceptance of your results by standing solidly centered.
If a challenge is accurate, accept it and move on.Wednesday, June 13, 12Otherwise, you waste political capital that is better spent later on.
Execs do need your opinion, based on your expertise What you know What you learned What that meansWednesday, June 13, 12If you do eye-tracking at all, you are more of an ‘expert’ in it than they are. Execs need whatyou have learned, and they need what you have to say!
Recommend a speciﬁc courseof action. Key 5.Wednesday, June 13, 12
Specific POV Remember! Exec = person DECISION SUPPORT At-a-GlanceWednesday, June 13, 12
“You don’t become a hero by being normal.” Tagline for the movie ‘Para-Norman’Wednesday, June 13, 12Dare to be a hero!
presentation by Laura Faulkner, PhD @laurafaulkner Copyright 2012Wednesday, June 13, 12