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APRIL 1-3, 2014 TORONTO
APRIL 1-3, 2014 TORONTO
Organized by Workshop Sponsors
Association & Media Partners
The Evolution of Usability Testing:
MEASURING EMOTIONS
Parisa Durrani

Strategic Planner
@parisadurrani
!
parisa@plasticmo...
U S A B I L I T Y
T E S T I N G
Usability testing is
paramount
UX
Testing
A/B
Testing
Heuristic
Evaluation
Explorative
Usability Testing
95% of behaviour is
driven by emotion
‘Fast’ Subconscious Thinking
‘Slow’ Subconscious Thinking
‘Fast’ Subconscious Thinking
‘Slow’ Subconscious Thinking
BUT ACT ON HOW
YOU FEEL
YOU SAY WHAT YOU THINK
What Does Neuromarketing
Mean to Mobile?
Neuroscience Biometrics
16 nodes EEG headset to capture
activity across all regions in the brain
Eye tracking device to me...
2.HOW CAN WE PREDICT BEHAVIOUR?
1.WHAT’S BENEATH THE SURFACE?
HOW CAN WE OPTIMIZE CONTENT?
3.
THE SCIENCE BEHIND
MOBILE DESIGN
P I Z Z A P I Z Z A
Mobile
Purchase Path
Launch Browse Select Purchase Checkout
We Don’t Always
Say What We Mean
KEY FINDING #1:
Apps Influence
Brand Perception
KEY FINDING #2:
BEFORE
PIZZA PIZZA
BEST BUY
HYATT
AFTER
PIZZA PIZZA
BEST BUY
HYATT
Every Inch Matters
KEY FINDING #3:
LEARNINGS
Creating a successful
study takes two
Even Experts don’t
know it all
Usability testing
requires a combination
of methods
QUESTIONS?
Parisa Durrani

Strategic Planner
@parisadurrani
!
parisa@plasticmobile.com
Salome Sallehy

Director of Marketi...
APRIL 1-3, 2014 TORONTO
Organized by Workshop Sponsors
Association & Media Partners
APRIL 1-3, 2014 TORONTO
The Evolution of Usability Testing - Measuring Emotions - Plastic Mobile
The Evolution of Usability Testing - Measuring Emotions - Plastic Mobile
The Evolution of Usability Testing - Measuring Emotions - Plastic Mobile
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The Evolution of Usability Testing - Measuring Emotions - Plastic Mobile

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at Qualitative360 North America 2014
1-3 April 2014, Toronto, Canada

This event is proudly organised by Merlien Live
Check out our upcoming events by visiting http://qual360.com/

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Transcript of "The Evolution of Usability Testing - Measuring Emotions - Plastic Mobile"

  1. 1. APRIL 1-3, 2014 TORONTO
  2. 2. APRIL 1-3, 2014 TORONTO Organized by Workshop Sponsors Association & Media Partners
  3. 3. The Evolution of Usability Testing: MEASURING EMOTIONS Parisa Durrani Strategic Planner @parisadurrani ! parisa@plasticmobile.com Salome Sallehy Director of Marketing @salomesallehy ! salome@plasticmobile.com
  4. 4. U S A B I L I T Y T E S T I N G
  5. 5. Usability testing is paramount
  6. 6. UX Testing A/B Testing Heuristic Evaluation Explorative Usability Testing
  7. 7. 95% of behaviour is driven by emotion
  8. 8. ‘Fast’ Subconscious Thinking ‘Slow’ Subconscious Thinking
  9. 9. ‘Fast’ Subconscious Thinking ‘Slow’ Subconscious Thinking
  10. 10. BUT ACT ON HOW YOU FEEL YOU SAY WHAT YOU THINK
  11. 11. What Does Neuromarketing Mean to Mobile?
  12. 12. Neuroscience Biometrics 16 nodes EEG headset to capture activity across all regions in the brain Eye tracking device to measure pupil dilation and track visual hot zones
  13. 13. 2.HOW CAN WE PREDICT BEHAVIOUR? 1.WHAT’S BENEATH THE SURFACE? HOW CAN WE OPTIMIZE CONTENT? 3.
  14. 14. THE SCIENCE BEHIND MOBILE DESIGN
  15. 15. P I Z Z A P I Z Z A
  16. 16. Mobile Purchase Path Launch Browse Select Purchase Checkout
  17. 17. We Don’t Always Say What We Mean KEY FINDING #1:
  18. 18. Apps Influence Brand Perception KEY FINDING #2:
  19. 19. BEFORE PIZZA PIZZA BEST BUY HYATT AFTER PIZZA PIZZA BEST BUY HYATT
  20. 20. Every Inch Matters KEY FINDING #3:
  21. 21. LEARNINGS
  22. 22. Creating a successful study takes two
  23. 23. Even Experts don’t know it all
  24. 24. Usability testing requires a combination of methods
  25. 25. QUESTIONS? Parisa Durrani Strategic Planner @parisadurrani ! parisa@plasticmobile.com Salome Sallehy Director of Marketing @salomesallehy ! salome@plasticmobile.com
  26. 26. APRIL 1-3, 2014 TORONTO Organized by Workshop Sponsors Association & Media Partners
  27. 27. APRIL 1-3, 2014 TORONTO
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