Convincing execs with eye tracking 2012


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Convincing Execs: Using Eye-tracking Results in Understandable and Persuasive Ways
By Laura Faulkner, PhD, Strategist at FalconDay Consulting and Research Scientist at The University of Texas at Austin, USA
Abstract: If you have ever been on the hot seat of presenting results to executives, you know the challenging, sometimes frustrating, and sometimes puzzling questions they ask. Presenting eye-tracking results can be particularly powerful, but can also be misunderstood and misapplied. Dr. Faulkner presents the do's and don't's of executive communications, including 5 keys to packaging and presenting your results and conclusions to persuade and spark leadership to action.

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  • User experience gives us many tools to claim our space. \n
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  • The 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 time to attend to all of them or to you.\n
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  • \nImage source:\n
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  • If you are wondering why the ‘ouch’ - this is a ‘heatmap’ of web-collected mouse clicks.\nMouse-click data does not equal eye tracking data!\n
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  • When 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.\n
  • Step neither forward nor back. Step back and you lose authority; step forward and you issue a challenge. These are instinctive human behaviors that get interpreted at a subconscious level. Strengthen acceptance of your results by standing solidly centered.\n
  • Otherwise, you waste political capital that is better spent later on.\n
  • If you do eye-tracking at all, you are more of an ‘expert’ in it than they are. Execs need what you have learned, and they need what you have to say!\n
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  • Dare to be a hero!\n
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  • Convincing execs with eye tracking 2012

    1. 1. Convincing ExecsUsing Eye-Tracking Results to Convince Execs Laura Faulkner, PhD
    2. 2. UX must continually work toclaim its space, funding, andimpact-ability.
    3. 3. Convincing execs with eye-tracking is more aboutconvincing than eye-tracking.Let’s master part of that today.
    4. 4. Use thetools.Claimyourspace. Chino, here, does ...
    5. 5. Exec = personApply the keen eye of user experience to understand each exec as human being.
    6. 6. Realize ...Executives are faced withchallenges and limitationsunknown to any but them.
    7. 7. Specific POV Exec = personDECISIONSUPPORT At-a-Glance
    8. 8. UX practitionerscan be the CEO’shero.
    9. 9. Eye-tracking is at a distinctadvantage to have impacton decisions. Why?
    10. 10. Execs need it now, need itright, and need it supported.
    11. 11. Specific POVHigh-level viewLaser focusDeep-diveRapid decision-making
    12. 12. Understandable in 5-15 seconds Execs need it now, need it right, and need it supported. by data, that isPrecision & accuracy are key
    13. 13. Key 1.Craft messages that can bequickly taken in, and reusedto convince someone else.
    14. 14. Create asingle-sheetprintout thatcan besnatched andtaken to thenext meeting.
    15. 15. Create asingle-sheetprintout thatcan besnatched and Uh oh... Your audience justtaken to the expanded tonext meeting. folks you don’t even know
    16. 16. Tell me the WHATthe SO WHATand the NOW WHAT. - Sonja Mathews, VP for Marketing, USAA
    17. 17. Key 2.Bridge the execs tounderstanding and action.
    18. 18. Show what to ‘see’then ‘notice’then ‘look at.’ Images courtesy of
    19. 19. Learn to filter!
    20. 20. “Before leaving the house, … stop,look in the mirror, and remove onepiece of jewelry.” - Coco Chanel 20th century fashion designer and stylist
    21. 21. Key 3.Choose every view as if itwill 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, UK
    22. 22. Choose every view as if itwill be framed on the wall. Forever!!
    23. 23. Key 4.Face the ‘challenge’ whenquestioned.
    24. 24. Tell only what is needed.Explain when asked.
    25. 25. Listen to whole questionsbefore answering
    26. 26. Stand your physical ground.
    27. 27. If a challenge is accurate,accept it and move on.
    28. 28. Execs do need your opinion,based on your expertise What you know What you learned What that means
    29. 29. Recommend a specific courseof action. Key 5.
    30. 30. Specific POVRemember! Exec = person DECISION SUPPORT At-a-Glance
    31. 31. “You don’t become a heroby being normal.” Tagline for the movie ‘Para-Norman’
    32. 32. presentation by Laura Faulkner, PhD @laurafaulkner Copyright 2012