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.

1. PIERRE-MAJORIQUE LÉGER, Ph.D.
Co-director, Tech3Lab
Department of Information Technologies,
HEC Montréal
Canadian University Council of Chief Information Officers, November 17th 2015
HEC Montréal Tech3Lab :
Using neuroscience
to inform user
experience research

2. © Copyright Tech3Lab 2015
Prof. Pierre-Majorique Léger, Ph.D.
Full Professor
Director ERPsim Lab
Co-director Tech3Lab
pml@hec.ca
GRAD STUDIES
POST-DOCTORATE
LABS VISITING PROFESSOR
Lab Serious games to learn
enterprise systems and
business analytics
https://www.researchgate.net/profile/Pierre-Majorique_Leger

3. EASE OF USE?
© Copyright Tech3Lab 2015© Copyright Tech3Lab 2015

4. EASE OF USE?
© Copyright Tech3Lab 2015

5. EASE OF USE?

6. EASE OF USE?

7. Charland, P., Léger, P. M., Sénécal, S., Courtemanche, F., Mercier, J., Skelling, Y., & Labonté-Lemoyne, E. (2015). Assessing the Multiple
Dimensions of Engagement to Characterize Learning: A Neurophysiological Perspective. JoVE (Journal of Visualized Experiments), (101), e52627-
e52627.

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UXManaging Business
User Experience
BUSINESS INTELLIGENCE
MARKETING AND
ELECTRONIC COMMERCE
INFORMATION
TECHNOLOGIES
INNOVATION
2013

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Financing Agencies

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Tech3Lab 2015 :
The most important UX Lab
in North America

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Tech3Lab 2015

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SECTION 1
Emotion and Attention
SECTION 2
Learning and
Adaptation
SECTION 3
Mobile and Tactile
Interactions
SECTION 4
Simulation & Gaming

14. SECTION 1
Emotion and
Attention

15. © Copyright Tech3Lab 2015
What is eye-tracking?

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Tobii EyeTracker X60
© Copyright Tech3Lab 2015

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Tobii EyeTracker X60
© Copyright Tech3Lab 2015

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Source: http://eyetracking.me/?page_id=9
What is Eye Tracking

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Processing order:
Gaze path

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Visual attention:
Heatmap

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!!
!
Figure 1. Illustration of pupillary responses in cognitive task
execution, (A) Mental multiplication task and pupil size change,
(B) Difficulty effect on pupil dilation evoked by mental multi-
plication of two numbers displayed together for eight seconds
(adopted from Klingner's Dissertation (Figure 5.5) [1]).
(B)
(A)
Source: Hossein & Yeasin, 2014

22. Electrodermal activity

23. © Copyright Tech3Lab 2015
Emotional Heatmap TECHNOLOGY DEVELOPED AT Tech3Lab
Courtemanche, F., et al., Method and Product for
Visualizing the Emotions of a User, in Provisional patent
application 2015. p. p. 14.

24. SECTION 2
Learning

25. Measuring
brain activity

26. © Copyright Tech3Lab 2015
1011

27. ALPHA relaxed/reflecting
alert/working
drowsy/ideating
sleep/dreaming
deep dreamless
BETA
THETA
DELTA

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Astronaut/aquanaut Nicole P. Stott and Ross Hein, a
professional aquanaut from the University of North
Carolina at Wilmington (UNCW), assist University of
Cincinnati physician Tim Broderick apply a net with
electrodes for an electroencephalogram (EEG) study

29. © Copyright Tech3Lab 2015
ALPHA relaxed/reflecting
alert/working
drowsy/ideating
sleep/dreaming
deep dreamless
BETA
THETA
DELTA
Pope, Alan T., Edward H. Bogart, and Debbie S. Bartolome. “Biocybernetic system evaluates indices
of operator engagement in automated task.” Biological psychology 40.1 (1995): 187-195.

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Learning in the brain
Source: Hill and Schneider, 2006

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HYPOTHESIS
Reduce mental workload and increase emotional
valence
MEASURES
Electroencephalography, pupil dilation and
automatic analysis of facial emotions
EXTEND THE ENGAGEMENT PERIOD IN ONLINE
GROCERY SHOPPING
Researchers :
Sylvain Sénécal et Pierre-Majorique Léger, (HEC Montréal)

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EFFECT OF DESIGN RELATED NEGATIVE
EMOTION IN EDUCATIONAL APPLICATIONS
Researcher : Pierre-Majorique Léger, Ph.D. (HEC Montréal)
Industrial Partner : HMH Tribal Nova
Funding : CRSNG EGP 485446 - 15
CARTE DE CHALEUR
OCULOMÉTRIQUE
PARCOURS
OCULAIRE
HYPOTHESIS
Maintain learner in a state compatible with
perseverance
MEASURES
Pupil dilation, eye fixation and pupil dilation

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Monitoring learner’s
engagement in real-time

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Understanding
problem solving
ASSESSING SELECTIVE ATTENTION
IN A MULTIPLAN ENVIRONMENT

35. SECTION 3
Mobile and
Tactile
Interactions

36. The effect of touching
on advertising effectiveness
• NEED FOR TOUCH
+• TACT ILE DEVICE
=
• UP TO 2X MORE CHANCES TO
RECOGNIZE BRANDS

37. The impact of
treadmill desk
on cognition
Seated
condition
Walking
condition
Treamill
habituation
Reading task
while walking
Reading task
while seated
Adjustment
of equipment
5 min. 40 min. 10 min. 10 min. 10 min.
EEG
Recall task
Post-
experimental
survey
▪▪ Proportion of EEG frequency band
power for electrodes with significant
differences between groups

38. Avec la permission de
ICI Radio-Canada
Texting while walking:
AN EXPENSIVE SWITCH COST

39. SECTION 4
Simulation &
Gaming

40. Flow and cognitive
absorption

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ERPsim on SAP HANA
Now available on SAP HANA
Automated
administrative tasks
Simulated market
Simulated
passing of time
Business analytics
Business decisions
VIRTUAL SYSTEM PARTICIPANTSERP SYSTEM
1 1
2 2
3

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Attentional heatmap in during software interaction

43. FLOW
=
DIFFICULT Y AND
COMPET ENCY
+
PSYCHOPHYSIOLOGICAL
STAT E OF T HE LEARNER
Predicting
the flow state
16%
18%
© Copyright Tech3Lab 2015
Léger, Pierre-Majorique, et al. “Neurophysiological correlates of cognitive absorption in an enactive
training context.” Computers in Human Behavior 34 (2014): 273-283.

44. FLOW OF PLAYER (A)
=
DIFFICULT Y + COMPET ENCY
+
PLAYER (A)
+
PLAYER (B)
Predicting flow in
multiplayer context
66%
Bastarache, Léger, Courtemanche, Sénécal and Fredette (2015) Measuring Flow Using
Psychophysiological Data in a Multiplayer Gaming Context, Information Systems and
Neuroscience, Lecture Notes in Information Systems and Organisation.

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HYPOTHESIS
Generate emotion compatible with engagement during
the game tutorial
MEASURES
Electrodermal activity, eye tracking and heart rate
EFFECT OF TUTORIAL TYPE ON INTENTION TO
USE MOBILE APPLICATION
Researcher : Pierre-Majorique Léger, Ph.D. (HEC Montréal)
Industrial Partner : Hibernum Créations inc
Funding : CRSNG EGP 484281 – 15
CARTE DE CHALEUR
OCULOMÉTRIQUE
PARCOURS
OCULAIRE

46. Conclusion

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SECTION 1
Emotion and Attention
SECTION 2
Learning and
Adaptation
SECTION 3
Mobile and Tactile
Interactions
SECTION 4
Simulation & Gaming

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Upcoming 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

49. Thank you!