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Beyond Words: Use Biometrics to Measure Emotion in User Research


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Learn more about how emotions have been measured in the past and how new tools for measuring them are shaping the UX of the future. Designing bleeding edge experiences increasingly means creating products that are cued not only to user needs and expectations, but also to user emotional states. As technology is drawing closer to us physically (sensors) and entering our homes in the form of IoT, it’s important to understand the emotional impact of a interaction.

The purpose of this panel is to share where we, as UX professionals, are in this precise moment. What is it possible to measure? Is it worth the set up and expense of new equipment? What can physiological data give researchers that we don't already know?

This panel will answer your questions about how these tools work and help you think about whether they can work for you.

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Beyond Words: Use Biometrics to Measure Emotion in User Research

  1. 1. Beyond Words: Use Biometrics to Measure Emotion in User Research Ariel Duncan, Andrew Schall, Robert Christopherson, Ping Du, Jeffrey Wong
  2. 2. Intro
  3. 3. Why this panel?
  4. 4. 4 Eye Tracking is critical for any emotional analysis. Eye tracking can tell us: Time & Location • Where they looked • When they looked Engagement Level • How long they looked • How frequently they looked TELLS YOU WHAT BUT NOT WHY Eye Tracking
  5. 5. 5 Brain Activity (EEG) Electroencephalography is a way to measure brain activity with sensors on the head. Brainwaves can be interpreted to understand core emotions: • Happiness/Sadness • Excitement/Boredom • Frustration/Relaxation
  6. 6. 6 The sensor measures small changes in user’s skin conductance (GSR). These sweat gland changes are directly related to the Sympathetic Nervous System activation, also known as the fight or flight response. Skin Conductivity (GSR or EDA)
  7. 7. 7 Facial expression recognition uses a simple webcam and software to identify facial expressions people display. It can detect a wide range of emotions: • Happiness • Sadness • Angry • Frustration • Confusion Facial Analysis
  8. 8. Electromyography (EMG)
  9. 9. What can physiological data give us that is new?
  10. 10. How does biometric data complement qualitative data?
  11. 11. How can biometrics improve or streamline the way we present user data to clients and stakeholders?
  12. 12. A Case Study Booking flights
  13. 13. Case Study on Airline Websites Hardware Used: Laptop + Tobii X2-30 Eye Tracker + Webcam Software Used: iMotions Website B Website N Website S Group 1 Participants Group 2 Participants Group 3 Participants
  14. 14. Case Study on Airline Websites 1 2 3 4 5 6 7 8 9 13 10 11 12 14 15 16 17 19 20 21 22 23 24 18
  15. 15. Case Study on Airline Websites Website B Website N Website S Flight Search Box Metric for comparison: Number of occurrences of frustration expressions Do the flight search boxes of the three websites have any differences in terms of their usability? Flight Search Box Flight Search Box
  16. 16. Broader Applications Design solution 1 Design solution 2 Feature A Feature A Compare different design solutions for a particular function
  17. 17. Broader Applications Evaluate an interface in high level
  18. 18. Identify trouble elements in an interface Broader Applications
  19. 19. Monitor eye movements and facial expressions in real time during usability tests to help researchers identify pain points of users Frustration Confusion Time Time Broader Applications
  20. 20. What are some up and coming applications of biometric data?
  21. 21. What are limitations of biometric data?What do we need to be careful of?
  22. 22. What size enterprise can do this type of research successfully?
  23. 23. Q & A
  24. 24. Wrap Up