Neuroscience-based UX research

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The document summarizes research being conducted at the HEC Montréal Tech3Lab, the most important neuroscience-based user experience (UX) lab in North America. The lab uses various neurophysiological tools like eyetracking and measures of cognition, attention, and emotions to gain a rich understanding of user experience. This data helps UX designers optimize interfaces and products. The lab has 7 experimental rooms with the latest tools and has conducted research capturing over 1GB of neurophysiological data per participant per hour.

Business

Neuroscience-based
UX research
Prof. Dr. Pierre-Majorique Léger
Co-director Tech3Lab, HEC Montréal
Tokyo, Japan, June 29th

© Copyright Tech3Lab 2017
Using neurophysiological data
to optimize user experience (UX)
cognition
attention
emotions
1 Gb/participant
per hour
Help designers
to make decision
Autoadapt interface
A B
Eyetracking
Neurophysiological measures

© Copyright Tech3Lab 2017
Tech3Lab 2017 :
The most important UX Lab
in North America

Tech3Lab 2017:
7 experimental rooms
© copyright Léger et Fredette (2017)

© copyright Léger et Fredette (2017)
Tech3Lab 2017:
Broad range of the
lastest neuroscience tools
to capture user experience

© Copyright Tech3Lab 2017
Testimonial from Dr. Alan Pope
on HEC Montréal Tech3Lab
“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 Tech3Lab 2017
3 of 5
Ease of use?

© Copyright Tech3Lab 2017
COGNITION
ATTENTION
EMOTIONS
RESEARCH PARTICIPANTS INTERFACE UX PROFESSIONAL

© Copyright Tech3Lab 2017
Research at Tech3Lab Using Rich UX
Results!
Alignment between cognitive, emotional,
and attentional measures enabling a rich
understanding of user experienceWhen? Where? why?
When? Where? why?
cognition
attention
emotions
Eyetracking
?
Neurophysiological measures

© Copyright Tech3Lab 2017
frontalis
Corrugator
Zygomaticus

© Copyright Tech3Lab 2017
NEUTRAL
HAPPY
SAD
DISCUSTED
ANGRY
SURPRISED
SCARED

© Copyright Tech3Lab 2017
NEUTRAL
HAPPY
SAD
ANGRY
SURPRISED
SCARED
DISCUSTED

© Copyright Tech3Lab 2017
cognition
attention
Emotions
1 GB/hour
encyclopedia
encyclopedia
encyclopedia
encyclopedia

© Copyright Tech3Lab 2017© Copyright Léger (2017)

© Copyright Tech3Lab 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 Tech3Lab 2017
eye fixation
density

© Copyright Tech3Lab 2017
Positive valence
Negative valence

© Copyright Tech3Lab 2017
24h
30
days
Requirements Sprints Ongoing Sprint Deliverables

© Copyright Tech3Lab 2017
COGNITION
ATTENTION
EMOTIONS
1
2
4
3
5
6
7 8
9

© Copyright Tech3Lab 2017
1
2
4
3
5
6
7 8
9
COGNITION
ATTENTION
EMOTIONS

© Copyright Tech3Lab 2017
Avec la permission de
ICI Radio-Canada
Texting while walking
© Copyright Léger (2017)

© Copyright Tech3Lab 2017
applicationapplication
A B

© Copyright Tech3Lab 2017
hard
easy
Unhappy happy

© Copyright Tech3Lab 2017
hard
easy
Optimal zone
Unhappy happy

© Copyright Tech3Lab 2017
Optimal zone
application
A
hard
easy
Unhappy happy

© Copyright Tech3Lab 2017
application
A
application
B
Optimal zone
hard
easy
Unhappy happy

© Copyright Tech3Lab 2017
Constrasting the emotion of the players
with high and low intent to replay
High intent to replay
Negative
valence
Positive
valence
High arousal
Low arousal
Low intent to replay

© Copyright Tech3Lab 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

https://montreal.iiba.org/event/demi-journee-conference-2017-les-nouvelles-technologies-et-techniques-au-service-de-lanalyste Connaissez-vous vraiment l'expérience de vos utilisateurs ? Le Professeur Pierre-Majorique Léger est un chercheur, inventeur et entrepreneur. Ses recherches visent à améliorer l'expérience utilisateur (UX) vécue lors de l'apprentissage ou de l'utilisation d'une technologie d'information (TI). Dans ses travaux, il mobilisent les données biophysiologiques massives générées lors de l'interaction avec les TI et ce afin de découvrir l'expérience émotionnelle et cognitive réellement vécue par les utilisateurs. Professeur titulaire en technologies de l'information, il est co-directeur du Tech3Lab de HEC Montréal. Il est également professeur invité à la prestigieuse Tuck School of Business du Dartmouth College et au Henry B. Tippie School of Management de la University of Iowa. Il est l'auteur d'une cinquantaine d'articles scientifiques arbitrés, d'une dizaine de déclarations d'invention et le fondateur de plusieurs start-ups.

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HEC Montréal Tech3Lab is a unique UX research infrastructure and expertise enabling multi-method user experience (UX) research. Tech3Lab was established to leverage methods and tools from disciplines such as neurosciences and neuropsychology in order to further understand the role of emotion and cognition in UX. It has received two infrastructure grants from CFI and the Government of Quebec. It permits the investigation of user-technology interactions using a multi-method approach based on the triangulation of neurophysiological, physiological, psychological, and behavioral data; all acquired and synchronized in real-time. Tech3Lab currently has 7 experimental environments. The presentation reviews recent and ongoing research projects conducted at HEC Montréal Tech3Lab and overviews the IT architecture enabling this research. About Prof. Pierre-Majorique Léger Ph.D. Dr Pierre-Majorique Léger is a Full professor in information technologies at HEC Montréal, director of the ERPsim Lab (erpsim.hec.ca) and co-director of Tech3Lab (tech3lab.hec.ca). He holds a Ph.D. in industrial engineering from École Polytechnique de Montréal and has done post-doctoral studies in information technologies at HEC Montréal and NYU Stern. He is also Invited professor at Henry B.Tippie College of Business (University of Iowa) and Tuck School of Business (Dartmouth University). Dr Léger is specialist in the field of user experience (UX). His research focuses on the use of neurophysiogical measures to infer emotional and cognitive states in IS context. He is a also principal inventor of ERPsim, a simulation game to teach business application software, which is now used in more than 220 universities worldwide and many Fortune 1000 organisations such as Boeing, Coca-Cola, 3M, Kraft, Caterpillar, Pfizer and SAP.

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Comment réduire le cybermalaise de la réalité virtuelle ? La réalité virtuelle peut nous faire croire à un monde parallèle, mais notre organisme, lui, n’est pas toujours dupe. Il peut réagir en causant une variété de symptômes, allant du bref inconfort jusqu’à des nausées et étourdissements prolongés. Ce mal du virtuel – ou cybermalaise – affecte un grand nombre d’utilisateurs. Cette conférence présente une étude récente, menée en collaboration avec la firme D-BOX Technologies, sur les effets de l’utilisation d’un mouvement parfaitement aligné sur les stimuli virtuels afin d’augmenter l’immersion et de réduire le cybermalaise des utilisateurs. Pierre-Majorique Léger, HEC Professeur Pierre-Majorique Léger est un chercheur, inventeur et entrepreneur. Ses recherches visent à améliorer l’expérience utilisateur (UX) vécue lors de l’apprentissage ou de l’utilisation d’une technologie d’information (TI), et ce, en mobilisant les données biophysiologiques massives générées lors de l’interaction et permettant de qualifier l’émotion et la cognition de l’utilisateur. Il est détenteur d’un Ph.D. en génie industriel de l’École Polytechnique de Montréal et d’un postdoctorat en technologies de l’information de HEC Montréal et du NYU Stern School of Business. Il est professeur à HEC Montréal en TI, mais également professeur invité à la prestigieuse Tuck School of Business du Dartmouth College et au Henry B. Tippie School of Management de l’University of Iowa. Récemment, il est devenu le titulaire de la Chaire de recherche industrielle CRSNG-Prompt en expérience utilisateur financée par les gouvernements du Québec et du Canada, mais aussi en partenariat avec des entreprises québécoises pour la recherche en expérience utilisateur soit Deloitte Digital, Sobeys, Mouvement Desjardins, D-Box, Videotron and JDA Software. Il est l’auteur d’une cinquantaine d’articles scientifiques arbitrés, d’une dizaine de déclarations d’invention et le fondateur de plusieurs start-ups.

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Conference at SIG-HCI 2018 in San Francisco. In collaboration with D-Box. Authors : Armel Quentin Tchanou HEC Montréal, Montréal, Canada armel-quentin.tchanou@hec.ca Félix Giroux HEC Montréal, Montréal, Canada felix.giroux@hec.ca Pierre-Majorique Léger HEC Montréal, Montréal, Canada pierre-majorique.leger@hec.ca Sylvain Senecal HEC Montréal, Montréal, Canada sylvain.senecal@hec.ca Jean-François Ménard D-BOX Technologies inc., Longueuil, Canada jfmenard@d-box.com This study investigates the impact of information technology (IT) multitasking on multisensory hedonic experience. Existing literature extensively studies the impact of IT multitasking on user experience in a professional context but still lacks insight regarding this influence in a hedonic context. This study contributes to the literature by examining how technology can alter pleasure induced by hedonic activities. In a context of engaged IT interaction along with multisensory music listening, we hypothesize that the multisensory factor positively influences emotional reaction. We also hypothesize that IT interaction will degrade the hedonic experience. We conducted a multi-method experiment using both explicit (questionnaires) and implicit (automatic facial analysis, and electrodermal activity) measures of emotional reactions. Results support our hypotheses and highlight the importance of avoiding multitasking with technology during passive hedonic activities for better experience. Future research may examine IT multitasking’s influence on active hedonic activities.

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Understanding User Needs and Satisfying Them

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https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs. In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs. Industry expert Scott Sehlhorst will: • Introduce a taxonomy for user goals with real world examples • Present the Onion Diagram, a tool for contextualizing task-level goals • Illustrate how customer journey maps capture activity-level and task-level goals • Demonstrate the best approach to selection and prioritization of user-goals to address • Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs

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Neuroscience-based UX research

1. Neuroscience-based UX research Prof. Dr. Pierre-Majorique Léger Co-director Tech3Lab, HEC Montréal Tokyo, Japan, June 29th

2. © Copyright Tech3Lab 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 Guest Professor Lab Serious games to learn enterprise systems and business analytics https://www.researchgate.net/profile/Pierre-Majorique_Leger

3. SECTION 1 HEC Montréal Tech3Lab

5. © Copyright Tech3Lab 2017 Using neurophysiological data to optimize user experience (UX) cognition attention emotions 1 Gb/participant per hour Help designers to make decision Autoadapt interface A B Eyetracking Neurophysiological measures

13. © Copyright Tech3Lab 2017 Testimonial from Dr. Alan Pope on HEC Montréal Tech3Lab “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. © Copyright Tech3Lab 2017 Research at Tech3Lab Using Rich UX Results! Alignment between cognitive, emotional, and attentional measures enabling a rich understanding of user experienceWhen? Where? why? When? Where? why? cognition attention emotions Eyetracking ? Neurophysiological measures

28. © Copyright Tech3Lab 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

39. 2 x 3 = ? easy 14 x 17 = ? hard

47. © Copyright Tech3Lab 2017 Constrasting the emotion of the players with high and low intent to replay High intent to replay Negative valence Positive valence High arousal Low arousal Low intent to replay

50. © Copyright Tech3Lab 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

51. Thank you!

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