The Evolution of Usability Testing - Measuring Emotions - Plastic Mobile
 

The Evolution of Usability Testing - Measuring Emotions - Plastic Mobile

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at Qualitative360 North America 2014 ...

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

  • 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@plasticmobile.com Salome Sallehy Director of Marketing @salomesallehy ! salome@plasticmobile.com
  • 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 measure pupil dilation and track visual hot zones
  • 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 Marketing @salomesallehy ! salome@plasticmobile.com
  • APRIL 1-3, 2014 TORONTO Organized by Workshop Sponsors Association & Media Partners
  • APRIL 1-3, 2014 TORONTO