SlideShare a Scribd company logo
n eu r oUX                                             @agabojko




                         smoke and mirrors
                          or the future of
                             user experience research?




                                                  Aga Bojko, GfK User Centric




neljapäev, 29. november 12
neljapäev, 29. november 12
neljapäev, 29. november 12
neljapäev, 29. november 12
neljapäev, 29. november 12
neljapäev, 29. november 12
neljapäev, 29. november 12
neljapäev, 29. november 12
neljapäev, 29. november 12
neljapäev, 29. november 12
Image Source: http://talipsisman.deviantart.com/art/Future-City-182675382




neljapäev, 29. november 12
                                         “you should talk about the future of UX”
yeah OK, let me just get my crystal ball…




neljapäev, 29. november 12
emerging UX research methods


neljapäev, 29. november 12
what about old-school research methods?




neljapäev, 29. november 12
observing what people do




neljapäev, 29. november 12
listening to what people say

neljapäev, 29. november 12
user testing = foundation of UX research


neljapäev, 29. november 12
but the UX field is maturing…




neljapäev, 29. november 12
people have many options




neljapäev, 29. november 12
people have many options




neljapäev, 29. november 12
people have many options




neljapäev, 29. november 12
same product, different brands


neljapäev, 29. november 12
usability is not enough to win the race


neljapäev, 29. november 12
experiences must exceed expectations




neljapäev, 29. november 12
but how do we measure that?




neljapäev, 29. november 12
what do users think? how do they feel?




neljapäev, 29. november 12
UX researchers are digging deeper




neljapäev, 29. november 12
starting to use sophisticated instruments




neljapäev, 29. november 12
to understand biological reactions




neljapäev, 29. november 12
recognizing facial expressions




neljapäev, 29. november 12
measuring brain activity

neljapäev, 29. november 12
tracking users’ eye movements




neljapäev, 29. november 12
to better understand the user experience




neljapäev, 29. november 12
recognizing

                             facial
                             expressions



neljapäev, 29. november 12
why care about facial expressions?




neljapäev, 29. november 12
facial expressions indicate emotions




neljapäev, 29. november 12
facial expressions indicate emotions




neljapäev, 29. november 12
facial expressions indicate emotions




neljapäev, 29. november 12
from Charles Darwin to Paul Ekman




neljapäev, 29. november 12
facial action coding system (FACS)




neljapäev, 29. november 12
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 dictionary

neljapäev, 29. november 12
Image Source: http://www.emg-eeg.com/tag/beyin-damar-ultrasonu




neljapäev, 29. november 12
                                                                                              facial electromyography (fEMG)
video-based solutions are less intrusive




neljapäev, 29. november 12
Image Source: http://thirdsight.co/products/emovision/




neljapäev, 29. november 12
                             EmoVision dashboard
Image Source: http://www.noldus.com/human-behavior-research/products/facereader




neljapäev, 29. november 12
                             FaceReader dashboard
neljapäev, 29. november 12
requires stable head (no talking!)


neljapäev, 29. november 12
no face touching


neljapäev, 29. november 12
doesn’t work well with glasses


neljapäev, 29. november 12
facial hair can be a problem


neljapäev, 29. november 12
needs more lighting than usual


neljapäev, 29. november 12
recognizes simple & strong expressions




neljapäev, 29. november 12
recognizes simple & strong expressions




neljapäev, 29. november 12
…but participants’ expressions are subtle


neljapäev, 29. november 12
m e as u ring

                             br ain
                             a ctivity

neljapäev, 29. november 12
neljapäev, 29. november 12
neljapäev, 29. november 12
brain parts map to cognitive functions




neljapäev, 29. november 12
fMRI = functional magnetic resonance imaging




neljapäev, 29. november 12
fMRI machine = giant donut magnet

neljapäev, 29. november 12
loud and you can’t move


neljapäev, 29. november 12
Image Source: http://www.news.wisc.edu/newsphotos/davidson08.html




neljapäev, 29. november 12
                             the control room
Image Source: http://www.news.wisc.edu/newsphotos/davidson08.html




neljapäev, 29. november 12
                             the control room
the brain is always on




neljapäev, 29. november 12
ge Source: http://www.baars-gage.com/




                                        to learn anything, we must subtract

       neljapäev, 29. november 12
if we want to see where emotions live…

neljapäev, 29. november 12
Image Source: http://www.baars-gage.co
                                   neljapäev, 29. november 12
neljapäev, 29. november 12
e Source: http://www.moderncancertreatments.com/heart-health/




neljapäev, 29. november 12
                             coke vs. pepsi fMRI study
published in “neuron” in 2004




Article Source: http://www.sciencedirect.com/science/article/pii/S0896627304006129
neljapäev, 29. november 12
what participants saw and tasted




                                                            Image Source: http://www.yalescientific.org/2011/05/your-brain-on-food
neljapäev, 29. november 12
how did the brain react?

                                         ?




neljapäev, 29. november 12
how did the brain react?

                                        [   brand-cued brain
                                                activity
                                                                 [   -   [   light-cued brain
                                                                                  activity
                                                                                                [   =




                                                   hippocampus                        DLPFC




neljapäev, 29. november 12
pepsi = taste    coke = taste + brand




neljapäev, 29. november 12
who uses fMRI to understand users?




neljapäev, 29. november 12
who uses fMRI to understand users?




neljapäev, 29. november 12
who uses fMRI to understand users?

neljapäev, 29. november 12
who uses fMRI to understand users?




neljapäev, 29. november 12
low temporal resolution (slow)




neljapäev, 29. november 12
subjects can’t move




Image Source: http://www.newswise.com/articles/intervention-helps-children-with-sickle-cell-disease-complete-mri-tests-without-sedation
neljapäev, 29. november 12
costs $1 to 5 million

neljapäev, 29. november 12
Image Source: http://practicalfmri.blogspot.com/2012/05/3-t-gets-new-home.html




neljapäev, 29. november 12
                             weighs 5 – 10 tons
Image Source: http://practicalfmri.blogspot.com/2012/05/3-t-gets-new-home.html




neljapäev, 29. november 12
                             not very portable
Image Source: http://practicalfmri.blogspot.com/2012/05/3-t-gets-new-home.html




neljapäev, 29. november 12
                             not very portable
Image Source: http://stopczynski.com/category/uncategorized/




neljapäev, 29. november 12
                             EEG = electroencephalography
electrical activity of the brain (raw data)


neljapäev, 29. november 12
“doesn’t show valence”

neljapäev, 29. november 12
but showing valence seems to be possible

neljapäev, 29. november 12
cheaper and more portable than fMRI

neljapäev, 29. november 12
better temporal resolution (real-time)

neljapäev, 29. november 12
rce: https://share.sandia.gov/news/resources/news_releases/brain_study/




neljapäev, 29. november 12
                                                                                    conductive gel but no hair gel
Image Source: http://www.fuelyourproductdesign.com/mind-control-is-the-next-user-interface/




neljapäev, 29. november 12
                             emotiv headset (dry EEG)
poor spatial resolution (best for surface)

neljapäev, 29. november 12
we must bridge the gap

neljapäev, 29. november 12
e ye
                             tr acking


neljapäev, 29. november 12
neljapäev, 29. november 12
neljapäev, 29. november 12
way back when

neljapäev, 29. november 12
NOW: misleadingly easy    a lot of misuse

neljapäev, 29. november 12
why do the eyes move?




neljapäev, 29. november 12
it’s all about the fovea

neljapäev, 29. november 12
eyes move to bring things into focus

neljapäev, 29. november 12
looking (foveating) ≈ paying attention




neljapäev, 29. november 12
Tobii T60 (remote eye tracker)




neljapäev, 29. november 12
Tobii X60 + mobile stand

neljapäev, 29. november 12
Tobii eye tracking glasses

neljapäev, 29. november 12
Image Source: http://www.eyetracking-glasses.com/gallery/




neljapäev, 29. november 12
                             SMI eye tracking glasses
SMI eye tracking glasses




neljapäev, 29. november 12
Image Source: http://www.seeingmachines.com/pdfs/brochures/faceLAB-5.pdf




neljapäev, 29. november 12
                             faceLAB from Seeing Machines
pupil vs. corneal reflection




neljapäev, 29. november 12
heatmaps are not for analysis




neljapäev, 29. november 12
gaze plots are for qualitative analysis

neljapäev, 29. november 12
neljapäev, 29. november 12
gaze plots are for qualitative analysis

neljapäev, 29. november 12
gaze plots are for qualitative analysis

neljapäev, 29. november 12
gaze plots are for qualitative analysis

neljapäev, 29. november 12
measures are for quantitative analysis




neljapäev, 29. november 12
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 visits




neljapäev, 29. november 12
time to   1 st   fixation = noticeability measure

neljapäev, 29. november 12
pupil size = emotional arousal measure
                                                                120
neljapäev, 29. november 12
pupil size = emotional arousal measure




                                                                      121
neljapäev, 29. november 12
ave fixation length = processing measure


                                1        2        3
                                                              4

                                    5
                                              6               7

                                                      8
                                    11                    9
                                         10




neljapäev, 29. november 12
ave fixation length = processing measure




neljapäev, 29. november 12
mascara can be confused with the pupil

neljapäev, 29. november 12
droopy eyelids can cover the pupil




neljapäev, 29. november 12
glasses  extra reflections & shadows




neljapäev, 29. november 12
air bubbles can cause multiple reflections

neljapäev, 29. november 12
rce: http://www.flickr.com/photos/smieyetracking/6869094229/in/photostream




neljapäev, 29. november 12
                                                                                 dynamic content  long analysis
ource: http://www.webusability.co.uk/what-we-do/mobile-testing/




neljapäev, 29. november 12
                                                                      mobile devices can be hard to track
EEG + eye tracking

neljapäev, 29. november 12
EEG + eye tracking


neljapäev, 29. november 12
what does
                             it all mean
                             for us?

neljapäev, 29. november 12
be careful…




neljapäev, 29. november 12
…but inquisitive and unafraid

neljapäev, 29. november 12
n eu r oUX                           @agabojko




                         let’s cautiously
                         embrace it

                                           Questions?
                                     abojko@usercentric.com



neljapäev, 29. november 12

More Related Content

Viewers also liked

Story of Design
Story of DesignStory of Design
Story of Design
Kshitiz Anand
 
Why User Experience Matters
Why User Experience MattersWhy User Experience Matters
Why User Experience Matters
Kshitiz Anand
 
A (Brief) History of User Experience
A (Brief) History of User ExperienceA (Brief) History of User Experience
A (Brief) History of User Experience
Chris Pallé
 
UX Lesson 1: User Centered Design
UX Lesson 1: User Centered DesignUX Lesson 1: User Centered Design
UX Lesson 1: User Centered Design
Joan Lumanauw
 
UX Design Myths
UX Design Myths UX Design Myths
UX Design Myths
Evan Samek
 
Why UX #FAILS (with notes)
Why UX #FAILS (with notes)Why UX #FAILS (with notes)
Why UX #FAILS (with notes)
Chris Feix
 
UI / UX Design Presentation
UI / UX Design PresentationUI / UX Design Presentation
UI / UX Design Presentation
Dignitas Digital Pvt. Ltd.
 
From Paths to Sandboxes
From Paths to SandboxesFrom Paths to Sandboxes
From Paths to Sandboxes
Stephen Anderson
 
Typography and User Experience - WCSF
Typography and User Experience -  WCSFTypography and User Experience -  WCSF
Typography and User Experience - WCSF
Sara Cannon
 
Best Practice For UX Deliverables - Eventhandler, London, 05 March 2014
Best Practice For UX Deliverables - Eventhandler, London, 05 March 2014Best Practice For UX Deliverables - Eventhandler, London, 05 March 2014
Best Practice For UX Deliverables - Eventhandler, London, 05 March 2014
Anna Dahlström
 
UX Humor | Jokes and Funny Quotes
UX Humor | Jokes and Funny QuotesUX Humor | Jokes and Funny Quotes
UX Humor | Jokes and Funny Quotes
Think 360 Studio
 
UX Design + UI Design: Injecting a brand persona!
UX Design + UI Design: Injecting a brand persona!UX Design + UI Design: Injecting a brand persona!
UX Design + UI Design: Injecting a brand persona!
Jayan Narayanan
 
Designing To Learn: Creating Effective MVP Experiments - Lean UX NYC 2014
Designing To Learn: Creating Effective MVP Experiments - Lean UX NYC 2014Designing To Learn: Creating Effective MVP Experiments - Lean UX NYC 2014
Designing To Learn: Creating Effective MVP Experiments - Lean UX NYC 2014
Melissa Perri
 

Viewers also liked (13)

Story of Design
Story of DesignStory of Design
Story of Design
 
Why User Experience Matters
Why User Experience MattersWhy User Experience Matters
Why User Experience Matters
 
A (Brief) History of User Experience
A (Brief) History of User ExperienceA (Brief) History of User Experience
A (Brief) History of User Experience
 
UX Lesson 1: User Centered Design
UX Lesson 1: User Centered DesignUX Lesson 1: User Centered Design
UX Lesson 1: User Centered Design
 
UX Design Myths
UX Design Myths UX Design Myths
UX Design Myths
 
Why UX #FAILS (with notes)
Why UX #FAILS (with notes)Why UX #FAILS (with notes)
Why UX #FAILS (with notes)
 
UI / UX Design Presentation
UI / UX Design PresentationUI / UX Design Presentation
UI / UX Design Presentation
 
From Paths to Sandboxes
From Paths to SandboxesFrom Paths to Sandboxes
From Paths to Sandboxes
 
Typography and User Experience - WCSF
Typography and User Experience -  WCSFTypography and User Experience -  WCSF
Typography and User Experience - WCSF
 
Best Practice For UX Deliverables - Eventhandler, London, 05 March 2014
Best Practice For UX Deliverables - Eventhandler, London, 05 March 2014Best Practice For UX Deliverables - Eventhandler, London, 05 March 2014
Best Practice For UX Deliverables - Eventhandler, London, 05 March 2014
 
UX Humor | Jokes and Funny Quotes
UX Humor | Jokes and Funny QuotesUX Humor | Jokes and Funny Quotes
UX Humor | Jokes and Funny Quotes
 
UX Design + UI Design: Injecting a brand persona!
UX Design + UI Design: Injecting a brand persona!UX Design + UI Design: Injecting a brand persona!
UX Design + UI Design: Injecting a brand persona!
 
Designing To Learn: Creating Effective MVP Experiments - Lean UX NYC 2014
Designing To Learn: Creating Effective MVP Experiments - Lean UX NYC 2014Designing To Learn: Creating Effective MVP Experiments - Lean UX NYC 2014
Designing To Learn: Creating Effective MVP Experiments - Lean UX NYC 2014
 

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

Joanne Chang, PicCollage, Warm Gun 2012
Joanne Chang, PicCollage, Warm Gun 2012Joanne Chang, PicCollage, Warm Gun 2012
Joanne Chang, PicCollage, Warm Gun 2012
500 Startups
 
Josh Brewer, Twitter, Warm Gun 2012
Josh Brewer, Twitter, Warm Gun 2012Josh Brewer, Twitter, Warm Gun 2012
Josh Brewer, Twitter, Warm Gun 2012
500 Startups
 
Kevin Hale, SurveyMonkey, Warm Gun 2012
Kevin Hale, SurveyMonkey, Warm Gun 2012Kevin Hale, SurveyMonkey, Warm Gun 2012
Kevin Hale, SurveyMonkey, Warm Gun 2012
500 Startups
 
Andres Quesada, Gannett Digital, Warm Gun 2012
Andres Quesada, Gannett Digital, Warm Gun 2012Andres Quesada, Gannett Digital, Warm Gun 2012
Andres Quesada, Gannett Digital, Warm Gun 2012
500 Startups
 
Didier Hilhorst, Flipboard, Warm Gun 2012
Didier Hilhorst, Flipboard, Warm Gun 2012Didier Hilhorst, Flipboard, Warm Gun 2012
Didier Hilhorst, Flipboard, Warm Gun 2012
500 Startups
 
Julie Ann Horvath, GitHub, Warm Gun 2012
Julie Ann Horvath, GitHub, Warm Gun 2012Julie Ann Horvath, GitHub, Warm Gun 2012
Julie Ann Horvath, GitHub, Warm Gun 2012
500 Startups
 
Engineer Whispering - the secrets of working with technologists
Engineer Whispering - the secrets of working with technologistsEngineer Whispering - the secrets of working with technologists
Engineer Whispering - the secrets of working with technologists
Kate Matsudaira
 
Pinterest photocommerce
Pinterest photocommercePinterest photocommerce
Pinterest photocommerce
Katarzyna Młynarczyk
 
Presentatie Document lifecycle2012
Presentatie Document lifecycle2012Presentatie Document lifecycle2012
Presentatie Document lifecycle2012
Vincent Everts
 
Berlin-Brandenburg Scala User Group: objects can still teach us one or two th...
Berlin-Brandenburg Scala User Group: objects can still teach us one or two th...Berlin-Brandenburg Scala User Group: objects can still teach us one or two th...
Berlin-Brandenburg Scala User Group: objects can still teach us one or two th...
Phil Calçado
 
1st. (inspirational) lecture @ New media and communication 2012
1st. (inspirational) lecture @ New media and communication 2012 1st. (inspirational) lecture @ New media and communication 2012
1st. (inspirational) lecture @ New media and communication 2012
Mads Petersson
 
Insider's Technology Guide to Measuring and Improving Your ROI
Insider's Technology Guide to Measuring and Improving Your ROIInsider's Technology Guide to Measuring and Improving Your ROI
Insider's Technology Guide to Measuring and Improving Your ROI
Dan Leatherman
 

Similar to Aga Bojko - NeuroUX: Smoke and Mirrors or the Future of UX Research (12)

Joanne Chang, PicCollage, Warm Gun 2012
Joanne Chang, PicCollage, Warm Gun 2012Joanne Chang, PicCollage, Warm Gun 2012
Joanne Chang, PicCollage, Warm Gun 2012
 
Josh Brewer, Twitter, Warm Gun 2012
Josh Brewer, Twitter, Warm Gun 2012Josh Brewer, Twitter, Warm Gun 2012
Josh Brewer, Twitter, Warm Gun 2012
 
Kevin Hale, SurveyMonkey, Warm Gun 2012
Kevin Hale, SurveyMonkey, Warm Gun 2012Kevin Hale, SurveyMonkey, Warm Gun 2012
Kevin Hale, SurveyMonkey, Warm Gun 2012
 
Andres Quesada, Gannett Digital, Warm Gun 2012
Andres Quesada, Gannett Digital, Warm Gun 2012Andres Quesada, Gannett Digital, Warm Gun 2012
Andres Quesada, Gannett Digital, Warm Gun 2012
 
Didier Hilhorst, Flipboard, Warm Gun 2012
Didier Hilhorst, Flipboard, Warm Gun 2012Didier Hilhorst, Flipboard, Warm Gun 2012
Didier Hilhorst, Flipboard, Warm Gun 2012
 
Julie Ann Horvath, GitHub, Warm Gun 2012
Julie Ann Horvath, GitHub, Warm Gun 2012Julie Ann Horvath, GitHub, Warm Gun 2012
Julie Ann Horvath, GitHub, Warm Gun 2012
 
Engineer Whispering - the secrets of working with technologists
Engineer Whispering - the secrets of working with technologistsEngineer Whispering - the secrets of working with technologists
Engineer Whispering - the secrets of working with technologists
 
Pinterest photocommerce
Pinterest photocommercePinterest photocommerce
Pinterest photocommerce
 
Presentatie Document lifecycle2012
Presentatie Document lifecycle2012Presentatie Document lifecycle2012
Presentatie Document lifecycle2012
 
Berlin-Brandenburg Scala User Group: objects can still teach us one or two th...
Berlin-Brandenburg Scala User Group: objects can still teach us one or two th...Berlin-Brandenburg Scala User Group: objects can still teach us one or two th...
Berlin-Brandenburg Scala User Group: objects can still teach us one or two th...
 
1st. (inspirational) lecture @ New media and communication 2012
1st. (inspirational) lecture @ New media and communication 2012 1st. (inspirational) lecture @ New media and communication 2012
1st. (inspirational) lecture @ New media and communication 2012
 
Insider's Technology Guide to Measuring and Improving Your ROI
Insider's Technology Guide to Measuring and Improving Your ROIInsider's Technology Guide to Measuring and Improving Your ROI
Insider's Technology Guide to Measuring and Improving Your ROI
 

More from wud_tallinn

Pedro Custodio - Designing Future Services
Pedro Custodio - Designing Future ServicesPedro Custodio - Designing Future Services
Pedro Custodio - Designing Future Services
wud_tallinn
 
Chris Lock - Persuation, Emotion and Trust in Online Banking
Chris Lock - Persuation, Emotion and Trust in Online BankingChris Lock - Persuation, Emotion and Trust in Online Banking
Chris Lock - Persuation, Emotion and Trust in Online Banking
wud_tallinn
 
Viktorija Trubaciute - Usability, Infographics & Open Government Data
Viktorija Trubaciute - Usability, Infographics & Open Government DataViktorija Trubaciute - Usability, Infographics & Open Government Data
Viktorija Trubaciute - Usability, Infographics & Open Government Data
wud_tallinn
 
Ivan Burmistrov - User interfaces for mobile POS-terminals
Ivan Burmistrov - User interfaces for mobile POS-terminalsIvan Burmistrov - User interfaces for mobile POS-terminals
Ivan Burmistrov - User interfaces for mobile POS-terminals
wud_tallinn
 
Ramune Norkute - Creating Natural User Interfaces
Ramune Norkute - Creating Natural User InterfacesRamune Norkute - Creating Natural User Interfaces
Ramune Norkute - Creating Natural User Interfaces
wud_tallinn
 
Yury Vetrov - How to Turn around an Aircraft Carrier: Changing UX in One of t...
Yury Vetrov - How to Turn around an Aircraft Carrier: Changing UX in One of t...Yury Vetrov - How to Turn around an Aircraft Carrier: Changing UX in One of t...
Yury Vetrov - How to Turn around an Aircraft Carrier: Changing UX in One of t...
wud_tallinn
 

More from wud_tallinn (6)

Pedro Custodio - Designing Future Services
Pedro Custodio - Designing Future ServicesPedro Custodio - Designing Future Services
Pedro Custodio - Designing Future Services
 
Chris Lock - Persuation, Emotion and Trust in Online Banking
Chris Lock - Persuation, Emotion and Trust in Online BankingChris Lock - Persuation, Emotion and Trust in Online Banking
Chris Lock - Persuation, Emotion and Trust in Online Banking
 
Viktorija Trubaciute - Usability, Infographics & Open Government Data
Viktorija Trubaciute - Usability, Infographics & Open Government DataViktorija Trubaciute - Usability, Infographics & Open Government Data
Viktorija Trubaciute - Usability, Infographics & Open Government Data
 
Ivan Burmistrov - User interfaces for mobile POS-terminals
Ivan Burmistrov - User interfaces for mobile POS-terminalsIvan Burmistrov - User interfaces for mobile POS-terminals
Ivan Burmistrov - User interfaces for mobile POS-terminals
 
Ramune Norkute - Creating Natural User Interfaces
Ramune Norkute - Creating Natural User InterfacesRamune Norkute - Creating Natural User Interfaces
Ramune Norkute - Creating Natural User Interfaces
 
Yury Vetrov - How to Turn around an Aircraft Carrier: Changing UX in One of t...
Yury Vetrov - How to Turn around an Aircraft Carrier: Changing UX in One of t...Yury Vetrov - How to Turn around an Aircraft Carrier: Changing UX in One of t...
Yury Vetrov - How to Turn around an Aircraft Carrier: Changing UX in One of t...
 

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