Beyond Eye Tracking: Bringing Biometrics to Usability ResearchDan Berlin
User experience research has traditionally relied upon qualitative techniques that entail users telling us their feelings, wants, and needs. This creates an inherent cognitive bias – data is filtered through the participant’s cognition. That is, we may not necessarily be hearing the participants’ true feelings. They may be trying to please the moderator or may just be unable to articulate the cause of their emotions. But researchers and stakeholders alike are thirsty for quantitative data that complements the qualitative. Luckily, we live in exciting times – there are two particular technologies that are becoming more accessible that will help usability researchers break through cognitive bias and provide that ever tantalizing quantitative data: eye tracking and biometrics. Eye tracking equipment has only recently started to become affordable to most anyone who wants to use it. Researchers must now get up-to-speed on eye tracking methodology and analysis. When is it appropriate? How can we turn the data into actionable findings? What the heck do I do with all of this new data?! More importantly, we should find new research techniques that will break through cognitive bias.
This is where the second technology comes in: biometrics. Psychophysiology is the study of how emotions affect changes in the body. Changes in heart rate, breathing rate, heart rate variability, and galvanic skin response (GSR) have all been shown to be accurate indicators of a person’s emotions, among others. Just as with eye tracking, the equipment to measure these biometrics are just now starting to become accessible to usability researchers. Until very recently, the equipment to gather this data was rather obtrusive and invasive. This not only affected participant comfort, but also did not lend to conducting “discount” usability research. But new technology allows the collection of biometrics in non-invasive ways. For instance, Affectiva’s Q Sensor is worn on the wrist and wirelessly gathers a participant’s GSR. The problem with integrating psychophysiological data into usability research is that individual researchers will need to come up with not only the algorithms to interpret the biometrics but also the technology to temporally marry the biometrics to the eye tracking data. These are no small tasks. There are companies out there that will collect and interpret the data for you for a hefty fee. But this technique should be in every usability researcher’s toolkit. As such, we should come together as a research community to figure this out. We need an open dialogue. We need to share techniques and stories.
Neuro-design with a fMRI brain scanner, let's neuromarketing!IgnitionOne
Professor Arnaud Petre, Managing Director, BRAIN IMPACT &
Chairman, Neuromarketing Association - Belgium, looks at how neuroscience can help marketing at the IgnitionOne Automotive Summit, June 2014
Neuromarketing: Understanding the Subconscious Drivers > NeuroFocus, The Nielsen Company > By Caroline Winnett, CMO and Andrew Pohlmann, Managing Partner.
This introduction and overview to neuromarketing was presented at the Western New England College 2010 Communications and Leadership Conference by Jennifer Williams of Verilliance and John Bidwell of Bidwell ID. It defines neuromarketing, discusses controversies, presents case studies, and provides take-aways.
Le neuromarketing est l’application des neurosciences cognitives au marketing et à la communication. Le but de cette discipline émergente est de mieux comprendre les comportements des consommateurs grâce à l'identification des mécanismes cérébraux qui interviennent lors d'un achat ou face à une publicité.
The neuromarketing concept was developed by psychologists at Harvard University in 1990. The technology is based on a model whereby the major thinking part of human activity (over 90%) including emotion proceeds in subconscious area that is below the levels of controlled awareness. For this reason the perception technologists of the market are very tempted to learn the techniques of effective manipulation of the subconscious brain activity.
visit: www.b2bwhiteboard.com
Beyond Eye Tracking: Bringing Biometrics to Usability ResearchDan Berlin
User experience research has traditionally relied upon qualitative techniques that entail users telling us their feelings, wants, and needs. This creates an inherent cognitive bias – data is filtered through the participant’s cognition. That is, we may not necessarily be hearing the participants’ true feelings. They may be trying to please the moderator or may just be unable to articulate the cause of their emotions. But researchers and stakeholders alike are thirsty for quantitative data that complements the qualitative. Luckily, we live in exciting times – there are two particular technologies that are becoming more accessible that will help usability researchers break through cognitive bias and provide that ever tantalizing quantitative data: eye tracking and biometrics. Eye tracking equipment has only recently started to become affordable to most anyone who wants to use it. Researchers must now get up-to-speed on eye tracking methodology and analysis. When is it appropriate? How can we turn the data into actionable findings? What the heck do I do with all of this new data?! More importantly, we should find new research techniques that will break through cognitive bias.
This is where the second technology comes in: biometrics. Psychophysiology is the study of how emotions affect changes in the body. Changes in heart rate, breathing rate, heart rate variability, and galvanic skin response (GSR) have all been shown to be accurate indicators of a person’s emotions, among others. Just as with eye tracking, the equipment to measure these biometrics are just now starting to become accessible to usability researchers. Until very recently, the equipment to gather this data was rather obtrusive and invasive. This not only affected participant comfort, but also did not lend to conducting “discount” usability research. But new technology allows the collection of biometrics in non-invasive ways. For instance, Affectiva’s Q Sensor is worn on the wrist and wirelessly gathers a participant’s GSR. The problem with integrating psychophysiological data into usability research is that individual researchers will need to come up with not only the algorithms to interpret the biometrics but also the technology to temporally marry the biometrics to the eye tracking data. These are no small tasks. There are companies out there that will collect and interpret the data for you for a hefty fee. But this technique should be in every usability researcher’s toolkit. As such, we should come together as a research community to figure this out. We need an open dialogue. We need to share techniques and stories.
Neuro-design with a fMRI brain scanner, let's neuromarketing!IgnitionOne
Professor Arnaud Petre, Managing Director, BRAIN IMPACT &
Chairman, Neuromarketing Association - Belgium, looks at how neuroscience can help marketing at the IgnitionOne Automotive Summit, June 2014
Neuromarketing: Understanding the Subconscious Drivers > NeuroFocus, The Nielsen Company > By Caroline Winnett, CMO and Andrew Pohlmann, Managing Partner.
This introduction and overview to neuromarketing was presented at the Western New England College 2010 Communications and Leadership Conference by Jennifer Williams of Verilliance and John Bidwell of Bidwell ID. It defines neuromarketing, discusses controversies, presents case studies, and provides take-aways.
Le neuromarketing est l’application des neurosciences cognitives au marketing et à la communication. Le but de cette discipline émergente est de mieux comprendre les comportements des consommateurs grâce à l'identification des mécanismes cérébraux qui interviennent lors d'un achat ou face à une publicité.
The neuromarketing concept was developed by psychologists at Harvard University in 1990. The technology is based on a model whereby the major thinking part of human activity (over 90%) including emotion proceeds in subconscious area that is below the levels of controlled awareness. For this reason the perception technologists of the market are very tempted to learn the techniques of effective manipulation of the subconscious brain activity.
visit: www.b2bwhiteboard.com
The name Neuromarketing is suggestive and wrong. Otherwise Focusgroupmarketing would also be correct. It is a research method. Nothing more and nothing less. Based on solid academic research by professionals it is also shown to be of limited use in marketing compared to other research methods. Further interesting reading http://www.greenbookblog.org/2013/12/12/can-neuromarketing-get-its-groove-back-part-1/ and (in Dutch) http://www.marketingfacts.nl/berichten/brain-porn
The Decision Making Process - Neuromarketing Overview True Impact
Neuromarketing: The Future of Better Communications The Decision Making Process
By Diana Lucaci, Founder & CEO
www.trueimpact.ca| True Impact | @dianalucaci
Canadian Chair, Neuromarketing Science and Business Association
The 3 Brains of Decision-Making
Subconscious to Conscious Thought
Understanding Customer Emotions Benefits the Entire Organization
Neuromarketing Applied to All Media
Top 3 Neuromarketing Applications
Optimize any communication to elicit positive emotions, and increase propensity to buy.
Take the risk and guesswork out of Marketing.
Ultimately understand what your customers want, before they express it.
Future of Neuromarketing
Deloitte predicts that the marketing and advertising industry will likely have brains on the brain for 2012. (Source: Deloitte TMT Predictions 2012)
True Impact – Neuromarketing Process
About True Impact
True Impact provides Neuromarketing research and strategy, to solve Marketing and Advertising challenges.
Technologies: fMRI, EEG, eye-tracking
Learn more at www.trueimpact.ca
Consumers are overwhelmed with visual stimuli each day. Their (purchase) behavior is influenced by advertising without recalling what they have seen. EyeSee has developed an online, webcam-based platform to track people’s eyes and their facial expressions.
Eye tracking is a unique research method that evaluates how consumers perceive communication messages by measuring what they have actually looked at.
Facial coding measures emotions through facial expressions. Results of these advanced techniques are actionable insights that can significantly improve the effect of marketing communication.
Measuring Visual Attentiveness: Eye Tracking on Wearable DevicesUXPA International
An exciting array of new wearable devices are available to consumers, but very few have proven to be useful enough to become a staple of our daily lives. User experience researchers have been able to collect lots of data about usage habits through diary studies and run usability tests to understand if users can use these devices. While informative, these methods are unable to capture the subtle, yet critical behavior of visual attentiveness.
The untapped value of eye tracking for wearables is not necessarily what they are looking at on the device, it is how frequently and how long they spend looking at it. Attendees will learn why visual attentiveness is a key metric to understand the usefulness and usability of wearables.
User Experience Over Time: An initial frameworkEvan Karapanos
Slides from CHI 2009 paper:
Karapanos E., Zimmerman J., Forlizzi J., Martens J.-B. User Experience Over Time: An Initial Framework, In Proceedings of the 27th international Conference on Human Factors in Computing Systems (Boston, MA, USA, April 04 – 09, 2009). CHI’09. ACM, New York, NY, 729-738. DOI= http://doi.acm.org/10.1145/1518701.1518814
If you are looking to get more of your marketing efforts seen, then let’s look at these biological trigger mechanisms that make the human brain light up.
Authenticate it! The power of inclusive insight in digital design.Christine Hemphill
Open Inclusion's presentation from Axe-Con March 2021, Deque's Conference on digital accessibility. We present our perspectives on why, when and how you can may wish to include disability and age-inclusive research participants and user testers in your design process to maximise your customer experience and product value.
Neuromarketing: The Future of Better Communications Neuromarketing Examples
Diana Lucaci, Founder & CEO
www.trueimpact.ca| True Impact | @dianalucaci
Canadian Chair, Neuromarketing Science and Business Association
Why Does it Matter?
Competitive Marketing landscape.
Impulse buying, confusion in marketplace.
Conventional marketing is disruptive.
Shift to digital, inbound marketing.
Marketing & Advertising need better tools.
De-clutter – Simplify messaging and visuals.
Differentiate – Sharp contrast against competition.
Build brands – Brands are shortcuts to reward.
Adapted from Gemma Calvert, Neurosense, Chair of Applied Neuroimaging, University of Warwick.
Neuromarketing fMRI Example
The ad campaign that created the greatest activity in a certain brain region, generated significantly more calls to a stop-smoking hotline.(Source: Sage Journals, 2012)
Neuromarketing EEG Example
Engaging multiple senses:
Communicates with the old brain, through the use of imagery.
Communicates with the neocortex, by making you wonder if the kid can move objects..
Stimulates the Senses, with epic soundtrack!
Make You Feel It. It’s simply a sweet story.
Neuromarketing Eye-Tracking Example
Decision Paralysis – Less is More
Grocery store displayed 24 varieties of jam, and offered samples.
60% of customers stopped to sample the jams
3% made a purchase
Next day, displayed only 6 jars.
40% customers stopped
30% made a purchase
Study by Sheena Iyengar, Professor at Columbia University.
Future of Neuromarketing
Deloitte predicts that the marketing and advertising industry will likely have brains on the brain for 2012. (Source: Deloitte TMT Predictions 2012)
About True Impact
True Impact provides Neuromarketing research and strategy, to solve Marketing and Advertising challenges.
Technologies: fMRI, EEG, eye-tracking
Learn more at www.trueimpact.ca
An exploration of neuromarketing, psychology and simply brilliant quotes from Jonah Lehrer's How We Decide, Roger Dooley's Brainfluence, and Marketing Lindstrom's Buy-Ology and Brandwashed. Also a couple quotes from Douglas Rushkoff's Coercion. For more on the future of marketing see: http://www.strategylab.ca/.
Seconda Edizione del Salotto Finanziario "Finanza Comportamentale: imparare a gestire L'Emotività, La Paura e La Volatilità".
Ringrazio vivamente per la splendida organizzazione ed ospitalità "Arredamenti Macchini" per l'immersione sensoriale nell'alta fedeltà d'eccellenza "Hi-FI Natali", "Fratelli Romani" di Monsummano Terme per la qualità del cibo.
The name Neuromarketing is suggestive and wrong. Otherwise Focusgroupmarketing would also be correct. It is a research method. Nothing more and nothing less. Based on solid academic research by professionals it is also shown to be of limited use in marketing compared to other research methods. Further interesting reading http://www.greenbookblog.org/2013/12/12/can-neuromarketing-get-its-groove-back-part-1/ and (in Dutch) http://www.marketingfacts.nl/berichten/brain-porn
The Decision Making Process - Neuromarketing Overview True Impact
Neuromarketing: The Future of Better Communications The Decision Making Process
By Diana Lucaci, Founder & CEO
www.trueimpact.ca| True Impact | @dianalucaci
Canadian Chair, Neuromarketing Science and Business Association
The 3 Brains of Decision-Making
Subconscious to Conscious Thought
Understanding Customer Emotions Benefits the Entire Organization
Neuromarketing Applied to All Media
Top 3 Neuromarketing Applications
Optimize any communication to elicit positive emotions, and increase propensity to buy.
Take the risk and guesswork out of Marketing.
Ultimately understand what your customers want, before they express it.
Future of Neuromarketing
Deloitte predicts that the marketing and advertising industry will likely have brains on the brain for 2012. (Source: Deloitte TMT Predictions 2012)
True Impact – Neuromarketing Process
About True Impact
True Impact provides Neuromarketing research and strategy, to solve Marketing and Advertising challenges.
Technologies: fMRI, EEG, eye-tracking
Learn more at www.trueimpact.ca
Consumers are overwhelmed with visual stimuli each day. Their (purchase) behavior is influenced by advertising without recalling what they have seen. EyeSee has developed an online, webcam-based platform to track people’s eyes and their facial expressions.
Eye tracking is a unique research method that evaluates how consumers perceive communication messages by measuring what they have actually looked at.
Facial coding measures emotions through facial expressions. Results of these advanced techniques are actionable insights that can significantly improve the effect of marketing communication.
Measuring Visual Attentiveness: Eye Tracking on Wearable DevicesUXPA International
An exciting array of new wearable devices are available to consumers, but very few have proven to be useful enough to become a staple of our daily lives. User experience researchers have been able to collect lots of data about usage habits through diary studies and run usability tests to understand if users can use these devices. While informative, these methods are unable to capture the subtle, yet critical behavior of visual attentiveness.
The untapped value of eye tracking for wearables is not necessarily what they are looking at on the device, it is how frequently and how long they spend looking at it. Attendees will learn why visual attentiveness is a key metric to understand the usefulness and usability of wearables.
User Experience Over Time: An initial frameworkEvan Karapanos
Slides from CHI 2009 paper:
Karapanos E., Zimmerman J., Forlizzi J., Martens J.-B. User Experience Over Time: An Initial Framework, In Proceedings of the 27th international Conference on Human Factors in Computing Systems (Boston, MA, USA, April 04 – 09, 2009). CHI’09. ACM, New York, NY, 729-738. DOI= http://doi.acm.org/10.1145/1518701.1518814
If you are looking to get more of your marketing efforts seen, then let’s look at these biological trigger mechanisms that make the human brain light up.
Authenticate it! The power of inclusive insight in digital design.Christine Hemphill
Open Inclusion's presentation from Axe-Con March 2021, Deque's Conference on digital accessibility. We present our perspectives on why, when and how you can may wish to include disability and age-inclusive research participants and user testers in your design process to maximise your customer experience and product value.
Neuromarketing: The Future of Better Communications Neuromarketing Examples
Diana Lucaci, Founder & CEO
www.trueimpact.ca| True Impact | @dianalucaci
Canadian Chair, Neuromarketing Science and Business Association
Why Does it Matter?
Competitive Marketing landscape.
Impulse buying, confusion in marketplace.
Conventional marketing is disruptive.
Shift to digital, inbound marketing.
Marketing & Advertising need better tools.
De-clutter – Simplify messaging and visuals.
Differentiate – Sharp contrast against competition.
Build brands – Brands are shortcuts to reward.
Adapted from Gemma Calvert, Neurosense, Chair of Applied Neuroimaging, University of Warwick.
Neuromarketing fMRI Example
The ad campaign that created the greatest activity in a certain brain region, generated significantly more calls to a stop-smoking hotline.(Source: Sage Journals, 2012)
Neuromarketing EEG Example
Engaging multiple senses:
Communicates with the old brain, through the use of imagery.
Communicates with the neocortex, by making you wonder if the kid can move objects..
Stimulates the Senses, with epic soundtrack!
Make You Feel It. It’s simply a sweet story.
Neuromarketing Eye-Tracking Example
Decision Paralysis – Less is More
Grocery store displayed 24 varieties of jam, and offered samples.
60% of customers stopped to sample the jams
3% made a purchase
Next day, displayed only 6 jars.
40% customers stopped
30% made a purchase
Study by Sheena Iyengar, Professor at Columbia University.
Future of Neuromarketing
Deloitte predicts that the marketing and advertising industry will likely have brains on the brain for 2012. (Source: Deloitte TMT Predictions 2012)
About True Impact
True Impact provides Neuromarketing research and strategy, to solve Marketing and Advertising challenges.
Technologies: fMRI, EEG, eye-tracking
Learn more at www.trueimpact.ca
An exploration of neuromarketing, psychology and simply brilliant quotes from Jonah Lehrer's How We Decide, Roger Dooley's Brainfluence, and Marketing Lindstrom's Buy-Ology and Brandwashed. Also a couple quotes from Douglas Rushkoff's Coercion. For more on the future of marketing see: http://www.strategylab.ca/.
Seconda Edizione del Salotto Finanziario "Finanza Comportamentale: imparare a gestire L'Emotività, La Paura e La Volatilità".
Ringrazio vivamente per la splendida organizzazione ed ospitalità "Arredamenti Macchini" per l'immersione sensoriale nell'alta fedeltà d'eccellenza "Hi-FI Natali", "Fratelli Romani" di Monsummano Terme per la qualità del cibo.
Online Eye Tracking and Facial Coding SolutionsEyeSee Research
EyeSee is revolutionizing the market research industry! Our unique platform for tracking peoples’ eyes and facial expressions with their laptop and webcam at home enables delivery of fast, cost-effective and actionable insights. Learn how to increase impact of marketing communication by having insight in your customers' perspective.
This presentation is based on a HBR case study P&G: Marketing Capabilities made by A Ankit Rao during an internship under Prof. Sameer Mathur, IIM Lucknow
Interaction Design and Positive Emotions: How to increase happiness Riva Giuseppe
Interaction Design and Positive Emotions: How to increase happiness
Lezione di Vanessa de Luca al corso di Tecnologia Positiva della Laurea Magistrale in Psicologia del Benessere all'Università Cattolica di Milano - www.tecnologiapositiva.eu
The marketing team decided to boost sales of Nescafe with a TV Campaign. They received 2 Commercials from HQ and wanted to know which one will increase 1) the top of mind (brand visibility) and 2) association with number of flavors. Also, they wanted to understand what scenes should to be improved and how.
Trabajo realizado por Sara Chueca, Miriam Ortiz, Eduardo Fariño, Sandra García, Paula Baeta y Miguel Valenzuela para la asignatura “Elementos de la publicidad y RR.PP” del profesor Jose Antonio Gabelas Barroso, Grado de Periodismo, Universidad de Zaragoza.
Eye tracking and its economic feasibilityJeffrey Funk
These slides use concepts from my (Jeff Funk) course entitled analyzing hi-tech opportunities to analyze how the economic feasibility of eye tracking technology is becoming better through improvements in infrared LEDs, micro-projectors, image sensors, and microprocessors. The capability to track an eye’s movement can help us better identify tired drivers and equipment operators, understand the eye movements of retail shoppers, and develop better human-computer interfaces. Tired drivers and machine operators lead to accidents and these accidents lead to loss of human life and equipment damage. Retailers would like to better understand the eye movements of their customers in order to better design retail stores. Eye trackers would enable one type of human-computer interface, Google Glasses, to understand the information that users are viewing and thus what they want to access
Eye tracking is done with a combination of infrared LEDs, micro-projectors, image sensors, and microprocessors. All of these components are experiencing rapid improvements in cost and performance as feature sizes are made smaller and the number of transistors are increased. Improvements in image sensors have led to higher accuracy and precision where precision refers to consistency. Much of these improvements have come from higher pixel densities and sampling frequencies of the image sensors; the latter enables tracking even when there are head movements.
These improvements have also led to lower costs and cost reductions continue to occur. The cost of high-end eye tracking systems have dropped from about 30,000 USD in 2000 to 18,000 in 2010 and 5,000 in 2013. Further reductions will occur as Moore’s Law continues and as higher volumes enable lower margins.
How to Use Artificial Intelligence by Microsoft Product ManagerProduct School
The talk focused on the Fundamentals of Product Management, leveraging the speaker's personal experiences in the AI field. It covered core Product Manager topics such as managing customer needs, business goals & technology feasibility, the holy trinity of the Product Manager discipline, delve into data analyses, rapid experimentation, and execution, and finally, explored the challenges of customer privacy, bias, and inclusivity in AI products.
Acceptance, accessible, actionable and auditableAlban Gérôme
Many a stakeholder presented with actionable insight have expressed doubts about data quality, its relevance or potential impact. In other cases, the stakeholders will want a data analyst who also commands knowledge of the business or a similar unicorn. The web analytics practitioners would rise to the challenge, and the stakeholders will then want their own Hans Rosling and his dazzling data visualisation and raconteur sills. Your stakeholders are silently experiencing the data transformation like a conservatorship. How can you help them perceive your efforts like a temporary guardianship from which they will emerge as ready to face your data-driven competitors?
This presentation is used in a refresher course at Nuzvid. This is one day session of the course. It introduces research avenues in Image Processing and allied areas to faculty participants..
Knowing how to use Tableau doesn’t mean you'll be able to design effective dashboards. If you want to create dashboards that deliver valuable insight, perform well, and have visual impact, you'll need to apply Data Visualization Best Practices.
In this webinar, you'll learn the science behind Data Visualization Best Practices. Cognitive psychology helps us understand how the human brain perceives information in a dashboard, and we'll teach you how to use this knowledge to optimize your designs.
The elements of product success for business leadersNick Myers
All software, whether it's for consumers or workers, needs to meet the ever growing demands people have in today’s world. Greater user expectations and influence are forcing companies to create and deliver better products, but not every organization has a rich heritage in software creation like tech giants Apple and Google. Most companies need to be more customer-focused, become design specialists, and transform their cultures as they shift to become both software makers and innovators.
Myers, a 16 year specialist in design and head of design services at Cooper, will share the elements of product success that companies need to possess and be market leaders: user insight, design, and organization. Myers will share principles and techniques that successful innovative companies use to truly understand their customers. He’ll also discuss the methods effective designers use to support their customers and create breakthrough ideas and delightful experiences. And he’ll finish by sharing the magic formula organizations need to deliver ground-breaking experiences to market.
This talk was initially given at Visualize 2012.
Presenter: Kaitlyn Witman, Rainfactory, Cofounder & Director of Product Marketing
Crowdfunding has exploded in the past few years as a way to quickly rally a community around a product. It's created a unique opportunity to pitch your story to millions of early adopters. Now, marketers at all levels are adapting this formula to launch all types of products large and small. The best campaigns come from a proven method, and all follow this unspoken format of storytelling. Dive in & dissect what makes each pitch successful. Crowdsource ideas and build a community. In this session, learn the art of crafting the perfect product pitch from a seasoned veteran of nearly 40 crowdfunding campaigns, 14 of which have raised over $1 million.
UX Field Research Toolkit - A Workshop at Big Design - 2017Kelly Moran
Workshop Description:
Looking for practice with in-depth user-experience research methods? You may have read about techniques in the past, but methods must be practiced to be understood. projekt202 has been employing these methodologies with great success since 2003. This workshop is your opportunity to try these tools in a structured environment without pressing deadlines or looming stakeholders. Our experienced research and design professionals will share industry tips and tricks that will help you put theory to practice.
The workshop will be hands-on and interactive; instructional elements will be reinforced with stories of impact to real projects. We will not only cover methods of gathering user data, but the importance of spending time internalizing and analyzing the data through activities such as affinity diagramming. Participants will gain exposure to these important practices in a low-pressure atmosphere and with the guidance of experienced professionals.
Presenter: Mukund Seshadri
A very high level brief overview of the different types of Machine Learning strategies and what Product Managers need to know about incorporating ML into their Products.
"A software engineer turned Technical Product Manager. I work at Schneider Electric helping ensure Life is On across the world.
Life is too short to build products that people don't want."
Making Sense of (Big) Data with Visual AnalyticsKai Xu
Did you have 20 opened Chrome tabs and feel frustrated about research? This is a problem more than organising tabs. In this talk, I will introduce how to combine human and machine intelligence (yes, not machine alone) to address this challenge.
The Internet of Things is everywhere. But, contrary to popular belief, it's not as easy as "just put a chip in it." This presentation discusses the subtle nuances on how to design consumer IoT products with the end-user in mind.
UXPA Boston 2024 Maximize the Client Consultant Relationship.pdfDan Berlin
It is very common for enterprise companies to use the services of external consultants, perhaps especially so in the field of user experience (UX). This is sometimes in the service of augmenting the company’s UX team who may not have the resources to complete all their desired projects. Consultants may also help companies who are newer to UX, where they introduce the client team to best practices and typical workflows. In either case, it’s critical to project success for both the consultant and client team to work in harmony. This presentation will provide generalizable best practices for collaborating with consultants from both the consultant and client viewpoints. Though the presentation focuses on the consultant/client relationship, all conference attendees will benefit from the provided communication and collaboration tips. Dan Berlin and Yina Turchetti presented this talk at the UXPA Boston 2024 conference.
Your "Psychologist Voice": Leveraging Voice Mindfulness for UX ResearchDan Berlin
Moderating a one-on-one interview to elicit the most actionable data is an acquired skill. A primary aspect of this, which we don’t normally talk about, is the tone, timbre, and pace of our voice. Some say that a moderator should try to match the participant’s tone; that this makes the participant feel that you are similar to him or her. But I believe that it is better to use your “psychologist voice” when moderating sessions. That is, you should always keep a soft tone, modulate your voice, stay quiet, and always be ready to turn a question back to the participant. In this presentation, I’ll reveal the fun origins of how I discovered the psychologist voice and why it not only makes for sessions that yield useful data, but is also an important life-skill.
Biometrics in UX Research: The Next Big StepDan Berlin
My talk from the 2015 Big Design Conference in Dallas, TX. Discusses how the use of biometric capture devices may give us a new tool in our user experience research toolkit.
User Experience (UX) Research in HealthcareDan Berlin
Healthcare companies should embrace iterative user research so that they may design products that aligns with their customers' wants and needs. UX research studies are not clinical trials - they are a means of learn how to best design a product for customers.
Visual Principles of Experience Design: Blending Art and ScienceDan Berlin
Webinar description: What makes a user interface engaging and intuitive? Conversely, what makes some programs so difficult to use? The practice of experience design is a blending of art and science, informed by principles drawn from graphic arts, information theory and cognitive psychology. We are pattern seekers, and the more we understand how our visual system builds the patterns we see (or don't see), the more effectively we can control the user's experience.
We invite you to join Mad*Pow's Experience Design Director, Paul Kahn, and Experience Research Director, Dan Berlin, as they review visual cognition theories and show how the resulting principles are applied in experience design. Whether you are new to the field or an experienced practitioner, this presentation will introduce new topics and serve as a review of subjects that you may not have thought about in quite the same way. By raising awareness of how we think and how we see, we will show how theory informs our real-world visual design projects.
Book Formatting: Quality Control Checks for DesignersConfidence Ago
This presentation was made to help designers who work in publishing houses or format books for printing ensure quality.
Quality control is vital to every industry. This is why every department in a company need create a method they use in ensuring quality. This, perhaps, will not only improve the quality of products and bring errors to the barest minimum, but take it to a near perfect finish.
It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
So, this presentation points designers to some important things that may be missed by an editor that they could eventually discover and call the attention of the editor.
Hello everyone! I am thrilled to present my latest portfolio on LinkedIn, marking the culmination of my architectural journey thus far. Over the span of five years, I've been fortunate to acquire a wealth of knowledge under the guidance of esteemed professors and industry mentors. From rigorous academic pursuits to practical engagements, each experience has contributed to my growth and refinement as an architecture student. This portfolio not only showcases my projects but also underscores my attention to detail and to innovative architecture as a profession.
Dive into the innovative world of smart garages with our insightful presentation, "Exploring the Future of Smart Garages." This comprehensive guide covers the latest advancements in garage technology, including automated systems, smart security features, energy efficiency solutions, and seamless integration with smart home ecosystems. Learn how these technologies are transforming traditional garages into high-tech, efficient spaces that enhance convenience, safety, and sustainability.
Ideal for homeowners, tech enthusiasts, and industry professionals, this presentation provides valuable insights into the trends, benefits, and future developments in smart garage technology. Stay ahead of the curve with our expert analysis and practical tips on implementing smart garage solutions.
Unleash Your Inner Demon with the "Let's Summon Demons" T-Shirt. Calling all fans of dark humor and edgy fashion! The "Let's Summon Demons" t-shirt is a unique way to express yourself and turn heads.
https://dribbble.com/shots/24253051-Let-s-Summon-Demons-Shirt
Can AI do good? at 'offtheCanvas' India HCI preludeAlan Dix
Invited talk at 'offtheCanvas' IndiaHCI prelude, 29th June 2024.
https://www.alandix.com/academic/talks/offtheCanvas-IndiaHCI2024/
The world is being changed fundamentally by AI and we are constantly faced with newspaper headlines about its harmful effects. However, there is also the potential to both ameliorate theses harms and use the new abilities of AI to transform society for the good. Can you make the difference?
2. Hi!
• Psychology and generally geeky background
• Graduated Bentley in 2008
• Two years at One to One Interactive
▫ Usability and neuromarketing studies
• Left this past summer to start my own consultancy
• dan@berlinconsulting.net
• Twitter: @banderlin
3. Agenda
• Eye Tracking
▫ Background
▫ Equipment
▫ Methods
▫ The great debate
• Neuromarketing
▫ Background
▫ The Players
▫ The debate continues
• War Stories
• Q&A
4.
5. Eye Tracking – history
• Eye tracking has been around since the late 19th
century
6. Eye Tracking – equipment
• Two main players: &
▫ Tobii
Based in Sweden, offers the same equipment for
scientific research, & has assistive technology products
▫ SMI
Based in Germany, offers high-end & integrated
equipment for scientific research
7. Eye Tracking – equipment
1750 T60/120 T60 XL X60/120 Tobii Glasses
• 1750 & X60: old technology is old • You probably don’t need 120 Hz
• T60 & XL: depends on your needs • Tobii studio and Axure wireframes
• Glasses: brand new do not play nicely together
• depends on IR markers
• only 30 Hz
• small DVR
8. Eye Tracking – equipment
RED iView X HED
• RED
• 60/120 Hz (also have 250 Hz model) • Germaphobes: gotta clean that hat
• Use a screen up to 300”
• iView X HED • Software advantage: moving AOIs &
• Up to 200 Hz better statistical analysis
• Uses a notebook or subcomputer
• No IR markers
9. When is Eye Tracking Appropriate?
• The age old question…
• In usability studies
▫ NOT during think-aloud
It is natural for a participant to look at the moderator
And they will look at parts of the screen that they are talking about
▫ Does retrospective think-aloud alleviate this?
It asks participants to remember what they were unconsciously
thinking
More likely: primacy and recency effects (Michael Summers, TrueAction)
▫ Allocate a few tasks to eye tracking where the user does not think-
aloud
▫ Avoid bias: make up a story for the calibration
10. When is Eye Tracking Appropriate?
• In benchmark studies
▫ Comparing user behavior to different design or interaction concepts
▫ No think-aloud, just explore the site
Can be done with a static composition or a wireframe
Compare, compare, compare – there are no benchmarks
▫ Use metrics to determine if participants are looking at areas of interest
Not all AOIs are equal – some should be more important to the
business
▫ Static pages: 10 to 20 second exposure
Otherwise: the big red blob – they look everywhere
Eye Tracking is a tool, not a methodology!
11. Eye Tracking Output
• The typical outputs from eye tracking:
▫ Fixations & duration
▫ Time to 1st fixation
▫ Gaze plots & heat maps
▫ Areas of interest (AOIs)
▫ Pupil dilation
12. Eye Tracking Metrics
• Fixations vs. duration
▫ Basically, they are the same
Both measure levels of active attention and cognition
▫ We will never know if an increased duration indicates confusion
or interest
▫ Fixations per second is the traditional measure of active
attention
• Gaze plots and heat maps
▫ Eye candy and not much else – but clients love them
▫ Bolster your eye candy with data!
• Pupil dilation
▫ Impossible to measure accurately – don’t use it
13. Ok, so how should I use eye tracking metrics?
• Use areas of interest to compare metrics
▫ How many fixations are in (un)important AOIs?
Will determine if an important AOI needs more
emphasis
▫ How do fixations in similar AOIs compare
between different design treatments?
Will determine which design better achieves
business goals
▫ How long does it take participants to get to a
particular AOI? (time to 1st fixation)
You only have a few seconds to impress a user –
are they looking at that which you want them to?
14.
15.
16.
17. Participant Recruitment
• Make sure you ask about eye ailments
▫ Retina & cornea damage, eye cancer & tumors,
macular degeneration, cataracts, conjunctivitis,
and nystagmus
▫ Not necessarily problematic: amblyopia, glaucoma,
and strabismus
• If possible, you want to use the data from everyone
you bring in
▫ Add questions to your screener to ensure you can
eye track your participants
18. The great eye tracking debate
• If a person looks at something, does that mean that he
comprehends it?
▫ Maybe
• Does a long duration indicate confusion or interest?
▫ It depends
• Does eye tracking really help the usability cause?
▫ I think so
• Isn’t it all just crap?
▫ Not really – eye tracking gives us data to backup qualitative
findings
19.
20. Neuromarketing – background
• Modern neuromarketing is born • Some current vendors measure EEG
from fMRIs instead
▫ Brain loci with oxygenated blood ▫ Electrical activity on the scalp
▫ Perform a task or present a stimulus ▫ Brain waves indicate what the person
and watch where the blood goes is experiencing
▫ Relies on knowledge about brain Pleasure, anxiety, fight or flight, etc
loci… and a large fMRI machine ▫ Relies on interpretations of EEGs
21. Neuromarketing – the players
Company Method Location Notes
NeuroFocus EEG + GSR Berkeley • Owned by Nielsen
• Just proposed
“NeuroStandards” for
the field
EmSense EEG San Francisco • Developed own
headset
InnerScope Biometrics Boston • Campbells label
Sands Research EEG + Biometrics El Paso • Super Bowl study
OTOinsights EEG + self report Boston • Uses Emotiv headset
Buyology Consultant NYC • Think-tank
Neurosciencemarketingblog.com is a great source of information
22. Neuromarketing – studies
• Daimler-Chrysler fMRI study
▫ Attractive cars light up the facial recognition area of the brain
• Campbell’s Soup label
There is
no “buy”
button in
the brain!
23. Neuromarketing – the great debate
• Is neuromarketing ethical?
• How do we know the results are accurate?
• Show me the ROI!
25. Creep Map
• 1 minute exposure
• These are the only
hotspots on the entire page
• When asked why this
design comp was given a low
rating, the response:
“because she’s fat”
• Oy vey