This document provides an overview of Tech3Lab's perspective on user experience (UX) design and assessment. It discusses how Tech3Lab uses innovative tools like eye tracking, facial emotion recognition, and other neurophysiological measures to capture user experience. This allows them to gain a richer understanding of cognition, attention, and emotions during interactions. Their approach helps align these measures to better understand the overall user experience, rather than just focusing on interfaces. The document also provides examples of Tech3Lab's research projects that apply these methods.

1. Tech3Lab’s Perspective on User Experience (UX)
Designing and Assessing
Customer & Employee Interfaces
with the Help of Innovative UX Tools
PIERRE-MAJORIQUE LÉGER, Ph.D.
Co-director Tech3Lab
SYLVAIN SÉNÉCAL, Ph.D.
Co-director Tech3Lab

2. © Copyright Tech3Lab 2016
Tech3Lab 2016
SYLVAIN SÉNÉCAL,
Ph.D.
Co-director Tech3Lab
Full professor,
Department of Marketing
PIERRE-MAJORIQUE
LÉGER, Ph.D.
Co-director Tech3Lab
Full professor, Department
of Information Technologies

3. © Copyright Tech3Lab 2015© Copyright Tech3Lab 2015

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UXManaging Business
User Experience
Business intelligence
Marketing and
electronic commerce
Information
technologies
Innovation
2013

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Funding Agencies

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Research Partners

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Tech3Lab 2016 :
The most important UX Lab
in North America

8. Tech3Lab 2016 :
7 experimental rooms
© copyright Léger et Sénécal 2015

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Tech3Lab 2016 :
Broad range of the
lastest neuroscience tools
to capture user experience

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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

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Interfaces
are everywhere

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The ambient nature
of interface

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The mobile nature
of interfaces

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The immersive nature
of new interfaces

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The transformation
of everyday life
experiences

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The transformation
of the customer
experiences

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The transformation
of business experiences

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Millenial reaction to
corporate IT systems
« They take a look at a business-
application screen and they scream
in horror »
Willem Eelman, Chief information officer (CIO)
of Unilever
Source: http://www.economist.com/node/21531112

19. © Copyright Tech3Lab 2016
The human factor
Note: http://blogs.discovermagazine.com/lovesick-cyborg/2014/11/08/the-mystery-of-virgin-galactics-pilot-error/#.
Vo1HNJPhC8U

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Training human to
conform to bad design
Coffeepot for Masochists by Jacques Carelman

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The importance
of human centered
design

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Toward a focus
on user experience

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The chocolate
experience
«That chocolate experience
includes anticipating the
pleasure, beholding the dark
beauty, smelling the wonderful
aromas, the deliberate and
sensual consumption (the most
important part), the lingering
bouquet and after-taste, and,
finally, pleasurable memories.»
Hartson, H. Rex et al. (2012). The UX book process and guidelines for ensuring a quality user experience,
Waltham, Mass., Morgan Kaufmann.

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User experience is
not just the interface

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User experience
in a restaurant
Emotional experience of fine dining:
From the anticipation to the
memories

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The user experience
is mostly felt internally
by the user
▪▪ The anticipation of the experience
▪▪ The experience during the usage
▪▪ The memory of the experience
Hartson, H. Rex et al. (2012). The UX book process and guidelines for ensuring a quality user experience,
Waltham, Mass., Morgan Kaufmann.

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User experience
CANNOT be designed

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Creating automobiles
designed to produce the
ultimate driving experience

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cognition
Interaction with an interface
■ Satisfaction
■ Loyalty
■ REuSE
attention
emotions
User experience during
the interaction
Consequences
of an optimal
user experience
Questions to be answered to improve UX
When? Where? why?

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Traditional UX Methods
cognition
attention
emotions
Behavior observation
Assessment
of perceptions Results!
Impossible to get a rich
understanding of user experience
When?
Where?
Why?
?
When? Where? why?
Easy to use
Optional step

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Traditional UX
Methods

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When? Where? why?
When? Where? why?
cognition
attention
emotions
Eyetracking
Results!
Difficult to synchronize cognitive, emotional,
and attentional measures to get
a rich understanding of user experience
?
New UX Methods
Neurophysiological measures

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What is eye-tracking?
© Copyright Tech3Lab 2016

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Tobii EyeTracker X60
© Copyright Tech3Lab 2016

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Tobii EyeTracker X60
© Copyright Tech3Lab 2016

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

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Where do people look
the most on this page?

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When? Where? why?
cognition
attention
emotions
Eyetracking
Eyetracking heatmap
?
Eyetracking
Eye fixation

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Mobile Eye Tracking

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Multi-User
Eye Tracking

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Where do people look
on this new interface?

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Where do people look
on this new interface?

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The Téo Taxi
Experience

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The Téo Taxi
Experience

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When? Where? why?
cognition
attention
emotions
?
Neurophysiological
Measures
Neurophysiological measures
Automatic facial emotion recognition
(Noldus, Facereader)

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Paul Ekman
Source : Série Lie to Me, Fox Broadcasting Company, sur IMDb
http://www.imdb.com/media/rm2416675584/tt1235099?ref_=ttmd_md_nxt

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Discrete emotions
Source : film d’animation Inside Out, Disney, sur IMDb (http://www.imdb.com/media/rm2631859712/tt2096673?ref_=ttmi_mi_all_sf_

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Automatic
facial expression
recognition

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EASE OF USE?

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EASE OF USE?

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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

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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

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photobooth
project
Traditionnal
Eyetracking Heatmap
UX Heatmap
with Project Photobooth
Eye fixation
Positive valence
at fixation
Negative valence
at fixation
Pupil dilation
at fixation

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photobooth
project
Traditionnal
Eyetracking Heatmap
UX Heatmap
with Project Photobooth
Eye fixation
Positive valence
at fixation
Negative valence
at fixation
Pupil dilation
at fixation

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photobooth
project
Traditionnal
Eyetracking Heatmap
UX Heatmap
with Project Photobooth
Eye fixation
Positive valence
at fixation
Negative valence
at fixation
Pupil dilation
at fixation

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photobooth
project
Traditionnal
Eyetracking Heatmap
UX Heatmap
with Project Photobooth
Eye fixation
Positive valence
at fixation
Negative valence
at fixation
Pupil dilation
at fixation

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photobooth
project
prototype 1 prototype 2 prototype 3
A/B Testing with Normalized Density
Pupil dilation
at fixation

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Gender
differences :
Can you tell which one
is from men and which
one from women ?
Positive valence
at fixation
Negative valence
at fixation

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Dashboard visual efficiency: Bar Chart vs Bubble Chart
Bar Chart Bubble Chart

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Bar Chart
Bubble Chart
Positive valence
at fixation
Negative valence
at fixation
Pupil dilation
at fixation
Dashboard visual efficiency: Bar Chart vs Bubble Chart

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Positive valence
at fixation
Negative valence
at fixation
Pupil dilation
at fixation
Bar Chart
Bubble Chart
Dashboard visual efficiency: Bar Chart vs Bubble Chart

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LP+ Readers per WeekLaPresse+:
A Sucess Story
▪▪ Award winning application
▪▪ 77% of LaPresse advertising
revenues
▪▪ 43% mobile information
market share in Quebec

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2011 2012 2013
LaPresse+:
A Well-Crafted UX
eye tracking
classic
observation
gestureS
fatial emotions
Observation
methodology

64. Thank you!