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Aga Bojko - NeuroUX: Smoke and Mirrors or the Future of UX Research
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Aga Bojko - NeuroUX: Smoke and Mirrors or the Future of UX Research

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

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


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  • 1. n eu r oUX @agabojko smoke and mirrors or the future of user experience research? Aga Bojko, GfK User Centricneljapäev, 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-182675382neljapäev, 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 methodsneljapäev, 29. november 12
  • 14. what about old-school research methods?neljapäev, 29. november 12
  • 15. observing what people doneljapäev, 29. november 12
  • 16. listening to what people sayneljapäev, 29. november 12
  • 17. user testing = foundation of UX researchneljapäev, 29. november 12
  • 18. but the UX field is maturing…neljapäev, 29. november 12
  • 19. people have many optionsneljapäev, 29. november 12
  • 20. people have many optionsneljapäev, 29. november 12
  • 21. people have many optionsneljapäev, 29. november 12
  • 22. same product, different brandsneljapäev, 29. november 12
  • 23. usability is not enough to win the raceneljapäev, 29. november 12
  • 24. experiences must exceed expectationsneljapäev, 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 deeperneljapäev, 29. november 12
  • 28. starting to use sophisticated instrumentsneljapäev, 29. november 12
  • 29. to understand biological reactionsneljapäev, 29. november 12
  • 30. recognizing facial expressionsneljapäev, 29. november 12
  • 31. measuring brain activityneljapäev, 29. november 12
  • 32. tracking users’ eye movementsneljapäev, 29. november 12
  • 33. to better understand the user experienceneljapäev, 29. november 12
  • 34. recognizing facial expressionsneljapäev, 29. november 12
  • 35. why care about facial expressions?neljapäev, 29. november 12
  • 36. facial expressions indicate emotionsneljapäev, 29. november 12
  • 37. facial expressions indicate emotionsneljapäev, 29. november 12
  • 38. facial expressions indicate emotionsneljapäev, 29. november 12
  • 39. from Charles Darwin to Paul Ekmanneljapäev, 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 dictionaryneljapäev, 29. november 12
  • 42. Image Source: http://www.emg-eeg.com/tag/beyin-damar-ultrasonuneljapäev, 29. november 12 facial electromyography (fEMG)
  • 43. video-based solutions are less intrusiveneljapäev, 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/facereaderneljapäev, 29. november 12 FaceReader dashboard
  • 46. neljapäev, 29. november 12
  • 47. requires stable head (no talking!)neljapäev, 29. november 12
  • 48. no face touchingneljapäev, 29. november 12
  • 49. doesn’t work well with glassesneljapäev, 29. november 12
  • 50. facial hair can be a problemneljapäev, 29. november 12
  • 51. needs more lighting than usualneljapäev, 29. november 12
  • 52. recognizes simple & strong expressionsneljapäev, 29. november 12
  • 53. recognizes simple & strong expressionsneljapäev, 29. november 12
  • 54. …but participants’ expressions are subtleneljapäev, 29. november 12
  • 55. m e as u ring br ain a ctivityneljapäev, 29. november 12
  • 56. neljapäev, 29. november 12
  • 57. neljapäev, 29. november 12
  • 58. brain parts map to cognitive functionsneljapäev, 29. november 12
  • 59. fMRI = functional magnetic resonance imagingneljapäev, 29. november 12
  • 60. fMRI machine = giant donut magnetneljapäev, 29. november 12
  • 61. loud and you can’t moveneljapäev, 29. november 12
  • 62. Image Source: http://www.news.wisc.edu/newsphotos/davidson08.htmlneljapäev, 29. november 12 the control room
  • 63. Image Source: http://www.news.wisc.edu/newsphotos/davidson08.htmlneljapäev, 29. november 12 the control room
  • 64. the brain is always onneljapäev, 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 2004Article Source: http://www.sciencedirect.com/science/article/pii/S0896627304006129neljapäev, 29. november 12
  • 71. what participants saw and tasted Image Source: http://www.yalescientific.org/2011/05/your-brain-on-foodneljapäev, 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 DLPFCneljapäev, 29. november 12
  • 74. pepsi = taste coke = taste + brandneljapäev, 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 moveImage Source: http://www.newswise.com/articles/intervention-helps-children-with-sickle-cell-disease-complete-mri-tests-without-sedationneljapäev, 29. november 12
  • 81. costs $1 to 5 millionneljapäev, 29. november 12
  • 82. Image Source: http://practicalfmri.blogspot.com/2012/05/3-t-gets-new-home.htmlneljapäev, 29. november 12 weighs 5 – 10 tons
  • 83. Image Source: http://practicalfmri.blogspot.com/2012/05/3-t-gets-new-home.htmlneljapäev, 29. november 12 not very portable
  • 84. Image Source: http://practicalfmri.blogspot.com/2012/05/3-t-gets-new-home.htmlneljapäev, 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 possibleneljapäev, 29. november 12
  • 89. cheaper and more portable than fMRIneljapäev, 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 gapneljapäev, 29. november 12
  • 95. e ye tr ackingneljapäev, 29. november 12
  • 96. neljapäev, 29. november 12
  • 97. neljapäev, 29. november 12
  • 98. way back whenneljapäev, 29. november 12
  • 99. NOW: misleadingly easy  a lot of misuseneljapäev, 29. november 12
  • 100. why do the eyes move?neljapäev, 29. november 12
  • 101. it’s all about the foveaneljapäev, 29. november 12
  • 102. eyes move to bring things into focusneljapäev, 29. november 12
  • 103. looking (foveating) ≈ paying attentionneljapäev, 29. november 12
  • 104. Tobii T60 (remote eye tracker)neljapäev, 29. november 12
  • 105. Tobii X60 + mobile standneljapäev, 29. november 12
  • 106. Tobii eye tracking glassesneljapäev, 29. november 12
  • 107. Image Source: http://www.eyetracking-glasses.com/gallery/neljapäev, 29. november 12 SMI eye tracking glasses
  • 108. SMI eye tracking glassesneljapäev, 29. november 12
  • 109. Image Source: http://www.seeingmachines.com/pdfs/brochures/faceLAB-5.pdfneljapäev, 29. november 12 faceLAB from Seeing Machines
  • 110. pupil vs. corneal reflectionneljapäev, 29. november 12
  • 111. heatmaps are not for analysisneljapäev, 29. november 12
  • 112. gaze plots are for qualitative analysisneljapäev, 29. november 12
  • 113. neljapäev, 29. november 12
  • 114. gaze plots are for qualitative analysisneljapäev, 29. november 12
  • 115. gaze plots are for qualitative analysisneljapäev, 29. november 12
  • 116. gaze plots are for qualitative analysisneljapäev, 29. november 12
  • 117. measures are for quantitative analysisneljapäev, 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 visitsneljapäev, 29. november 12
  • 119. time to 1 st fixation = noticeability measureneljapäev, 29. november 12
  • 120. pupil size = emotional arousal measure 120neljapäev, 29. november 12
  • 121. pupil size = emotional arousal measure 121neljapäev, 29. november 12
  • 122. ave fixation length = processing measure 1 2 3 4 5 6 7 8 11 9 10neljapäev, 29. november 12
  • 123. ave fixation length = processing measureneljapäev, 29. november 12
  • 124. mascara can be confused with the pupilneljapäev, 29. november 12
  • 125. droopy eyelids can cover the pupilneljapäev, 29. november 12
  • 126. glasses  extra reflections & shadowsneljapäev, 29. november 12
  • 127. air bubbles can cause multiple reflectionsneljapäev, 29. november 12
  • 128. rce: http://www.flickr.com/photos/smieyetracking/6869094229/in/photostreamneljapäev, 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 trackingneljapäev, 29. november 12
  • 131. EEG + eye trackingneljapäev, 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 unafraidneljapäev, 29. november 12
  • 135. n eu r oUX @agabojko let’s cautiously embrace it Questions? abojko@usercentric.comneljapäev, 29. november 12