You don’t know what users really experience on your website! How neuroscience helps to decode user experience (UX)

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This document discusses how neuroscience can help decode user experience on websites. It suggests that neurophysiological measures like eyetracking and emotion detection can provide 1 GB of data per user hour to help designers optimize websites. Metrics like cognition, attention and emotions can be measured and used to identify optimal and negative user experiences on different website designs and applications. The document provides examples of how eye tracking heatmaps and emotion detection can help adapt interfaces in real-time to improve the user experience.

Business

You don’t know what
users really experience
on your website!
How neuroscience helps to decode
user experience (UX)
PIERRE-MAJORIQUE LÉGER, Ph.D.
Co-director Tech3Lab,
HEC Montréal

© Copyright Léger et al (2017)© Copyright Léger (2017)

© Copyright Léger et al (2017)
cognition
attention
Emotions
1 GB/hour
encyclopedia
encyclopedia
encyclopedia
encyclopedia
encyclopedia
encyclopedia
encyclopedia
encyclopedia

© Copyright Léger et al (2017)© Copyright Tech3Lab 2015© Copyright Léger (2017)

© Copyright Léger et al (2017)
Témoignage du Dr. Alan Pope
“What I think of when I see the Tech3Lab, that
something good has begun there, and something
that’s unparalleled in any other place that I know of,
not even our facility.”
Dr. Alan Pope, NASA Langley, 2015-11-12, HEC Montréal

© Copyright Léger et al (2017)
Please
test!

© Copyright Léger et al (2017)
Ease of use?

© Copyright Léger et al (2017)
3 of 5
Ease of use?

© Copyright Léger et al (2017)
Conclusion?
?

© Copyright Léger et al (2017)
Using neurophysiological data
to optimize user experience (UX)
cognition
attention
emotions
Eyetracking
Neurophysiological measures
1 Gb/participant
per hour
Help designers
to make decision
Autoadapt interface
A B

© Copyright Léger et al (2017)
frontalis
Corrugator
Zygomaticus

© Copyright Léger et al (2017)
NEUTRAL
HAPPY
SAD
DISCUSTED
ANGRY
SURPRISED
SCARED

© Copyright Léger et al (2017)
NEUTRAL
HAPPY
SAD
ANGRY
SURPRISED
SCARED
DISCUSTED

© Copyright Léger et al (2017)
COGNITION
ATTENTION
EMOTIONS

© Copyright Léger et al (2017)
ENRICHED
UX MEASURES
RESEARCH PARTICIPANTS

© Copyright Léger et al (2017)
COGNITION
ATTENTION
EMOTIONS
1
2
4
3
5
6
7 8
9

© Copyright Léger et al (2017)
1
2
4
3
5
6
7 8
9
COGNITION
ATTENTION
EMOTIONS

© Copyright Léger et al (2017)
eye fixation
density

© Copyright Léger et al (2017)
Positive valence
Negative valence

© Copyright Léger et al (2017)
Eye fixations Triangulation and machine
learning
Visualization of emotion and/or
cognitive states at fixation
UX Heatmap with Photobooth Project
Enabling the visualization of triangulated attention, emotional,
and cognitive measures.
Courtemanche, F., P.-M. Léger, M. Frédette, S. Sénécal, and A. Dufresne (2015) Method and Product for Visualizing the Emo-
tions of a User, Provisional patent application. US 62/121,552 p. 14.
Patent pending

© Copyright Léger et al (2017)
Avec la permission de
ICI Radio-Canada
Texting while walking
© Copyright Léger (2017)

© Copyright Léger et al (2017)
applicationapplication
A B

© Copyright Léger et al (2017)
Unhappy happy

© Copyright Léger et al (2017)
hard
easy
Unhappy happy

© Copyright Léger et al (2017)
hard
easy
Optimal zone
Unhappy happy

© Copyright Léger et al (2017)
Optimal zone
application
A
hard
easy
Unhappy happy

© Copyright Léger et al (2017)
application
A
application
B
Optimal zone
hard
easy
Unhappy happy

© Copyright Léger et al (2017)
UX Heatmap:
Expert vs Novice Workload
novice expert

© Copyright Léger et al (2017)
Msi’s GT72s Tobii laptop from
www.engadget.com/2016/02/08/msi-tobii-eye-tracking-laptop
Eyetracker

© Copyright Léger et al (2017)
New Book at Springer:
R. Riedl, P.-M. Léger
Fundamentals of NeuroIS
Information Systems and the Brain
Series: Studies in Neuroscience, Psychology and
Behavioral Economics
▪▪ Provides the fundamentals of NeuroIS
▪▪ Guides the reader to theories and tools which are relevant for this field
▪▪ Contains tutorial-like illustrations which enhance understanding
▪▪ Written by experts in the field

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You don’t know what users really experience on your website! How neuroscience helps to decode user experience (UX)

1. You don’t know what users really experience on your website! How neuroscience helps to decode user experience (UX) PIERRE-MAJORIQUE LÉGER, Ph.D. Co-director Tech3Lab, HEC Montréal

2. © Copyright Léger et al (2017) Prof. Pierre-Majorique Léger, Ph.D. Full Profess0r Director ERPsim Lab Co-direct0r Tech3Lab pml@hec.ca Graduate studies Post-Doctorate Laboratories Financial support Invited Professor Lab Serious games to learn enterprise systems and business analytics https://www.researchgate.net/profile/Pierre-Majorique_Leger

12.

13. © Copyright Léger et al (2017) Témoignage du Dr. Alan Pope “What I think of when I see the Tech3Lab, that something good has begun there, and something that’s unparalleled in any other place that I know of, not even our facility.” Dr. Alan Pope, NASA Langley, 2015-11-12, HEC Montréal

20.

23. © Copyright Léger et al (2017) Using neurophysiological data to optimize user experience (UX) cognition attention emotions Eyetracking Neurophysiological measures 1 Gb/participant per hour Help designers to make decision Autoadapt interface A B

37. © Copyright Léger et al (2017) Eye fixations Triangulation and machine learning Visualization of emotion and/or cognitive states at fixation UX Heatmap with Photobooth Project Enabling the visualization of triangulated attention, emotional, and cognitive measures. Courtemanche, F., P.-M. Léger, M. Frédette, S. Sénécal, and A. Dufresne (2015) Method and Product for Visualizing the Emo- tions of a User, Provisional patent application. US 62/121,552 p. 14. Patent pending

45. 2 x 3 = ?

46. 14 x 17 = ?

47. 2 x 3 = ? easy 14 x 17 = ? hard

48.

61. © Copyright Léger et al (2017) New Book at Springer: R. Riedl, P.-M. Léger Fundamentals of NeuroIS Information Systems and the Brain Series: Studies in Neuroscience, Psychology and Behavioral Economics ▪▪ Provides the fundamentals of NeuroIS ▪▪ Guides the reader to theories and tools which are relevant for this field ▪▪ Contains tutorial-like illustrations which enhance understanding ▪▪ Written by experts in the field

62. Thank you!

You don’t know what users really experience on your website! How neuroscience helps to decode user experience (UX)

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