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n eu r oUX @agabojko
smoke and mirrors
or the future of
user experience research?
Aga Bojko, GfK User Centric
neljapäev, 29. november 12

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Image Source: http://talipsisman.deviantart.com/art/Future-City-182675382
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“you should talk about the future of UX”

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yeah OK, let me just get my crystal ball…
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emerging UX research methods
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what about old-school research methods?
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observing what people do
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listening to what people say
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user testing = foundation of UX research
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but the UX field is maturing…
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people have many options
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people have many options
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people have many options
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same product, different brands
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usability is not enough to win the race
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experiences must exceed expectations
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but how do we measure that?
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what do users think? how do they feel?
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UX researchers are digging deeper
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starting to use sophisticated instruments
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to understand biological reactions
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recognizing facial expressions
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measuring brain activity
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tracking users’ eye movements
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to better understand the user experience
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recognizing
facial
expressions
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why care about facial expressions?
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facial expressions indicate emotions
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facial expressions indicate emotions
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facial expressions indicate emotions
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from Charles Darwin to Paul Ekman
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facial action coding system (FACS)
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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
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Image Source: http://www.emg-eeg.com/tag/beyin-damar-ultrasonu
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facial electromyography (fEMG)

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video-based solutions are less intrusive
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Image Source: http://thirdsight.co/products/emovision/
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EmoVision dashboard

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Image Source: http://www.noldus.com/human-behavior-research/products/facereader
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FaceReader dashboard

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requires stable head (no talking!)
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no face touching
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doesn’t work well with glasses
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facial hair can be a problem
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needs more lighting than usual
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recognizes simple & strong expressions
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recognizes simple & strong expressions
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…but participants’ expressions are subtle
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m e as u ring
br ain
a ctivity
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brain parts map to cognitive functions
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fMRI = functional magnetic resonance imaging
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fMRI machine = giant donut magnet
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loud and you can’t move
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Image Source: http://www.news.wisc.edu/newsphotos/davidson08.html
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the control room

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Image Source: http://www.news.wisc.edu/newsphotos/davidson08.html
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the control room

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the brain is always on
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ge Source: http://www.baars-gage.com/
to learn anything, we must subtract
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if we want to see where emotions live…
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Image Source: http://www.baars-gage.co
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e Source: http://www.moderncancertreatments.com/heart-health/
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coke vs. pepsi fMRI study

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published in “neuron” in 2004
Article Source: http://www.sciencedirect.com/science/article/pii/S0896627304006129
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what participants saw and tasted
Image Source: http://www.yalescientific.org/2011/05/your-brain-on-food
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how did the brain react?
?
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how did the brain react?
[ brand-cued brain
activity
[ - [ light-cued brain
activity
[ =
hippocampus DLPFC
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pepsi = taste coke = taste + brand
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who uses fMRI to understand users?
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who uses fMRI to understand users?
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who uses fMRI to understand users?
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who uses fMRI to understand users?
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low temporal resolution (slow)
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subjects can’t move
Image Source: http://www.newswise.com/articles/intervention-helps-children-with-sickle-cell-disease-complete-mri-tests-without-sedation
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costs $1 to 5 million
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Image Source: http://practicalfmri.blogspot.com/2012/05/3-t-gets-new-home.html
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weighs 5 – 10 tons

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

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

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Image Source: http://stopczynski.com/category/uncategorized/
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EEG = electroencephalography

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electrical activity of the brain (raw data)
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“doesn’t show valence”
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but showing valence seems to be possible
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cheaper and more portable than fMRI
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better temporal resolution (real-time)
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rce: https://share.sandia.gov/news/resources/news_releases/brain_study/
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conductive gel but no hair gel

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Image Source: http://www.fuelyourproductdesign.com/mind-control-is-the-next-user-interface/
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emotiv headset (dry EEG)

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poor spatial resolution (best for surface)
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we must bridge the gap
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e ye
tr acking
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way back when
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NOW: misleadingly easy  a lot of misuse
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why do the eyes move?
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it’s all about the fovea
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eyes move to bring things into focus
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looking (foveating) ≈ paying attention
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Tobii T60 (remote eye tracker)
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Tobii X60 + mobile stand
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Tobii eye tracking glasses
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Image Source: http://www.eyetracking-glasses.com/gallery/
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SMI eye tracking glasses

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SMI eye tracking glasses
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Image Source: http://www.seeingmachines.com/pdfs/brochures/faceLAB-5.pdf
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faceLAB from Seeing Machines

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pupil vs. corneal reflection
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heatmaps are not for analysis
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gaze plots are for qualitative analysis
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gaze plots are for qualitative analysis
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gaze plots are for qualitative analysis
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gaze plots are for qualitative analysis
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measures are for quantitative analysis
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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
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time to 1 st fixation = noticeability measure
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pupil size = emotional arousal measure
120
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pupil size = emotional arousal measure
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ave fixation length = processing measure
1 2 3
4
5
6 7
8
11 9
10
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ave fixation length = processing measure
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mascara can be confused with the pupil
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droopy eyelids can cover the pupil
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glasses  extra reflections & shadows
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air bubbles can cause multiple reflections
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rce: http://www.flickr.com/photos/smieyetracking/6869094229/in/photostream
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dynamic content  long analysis

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ource: http://www.webusability.co.uk/what-we-do/mobile-testing/
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mobile devices can be hard to track

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EEG + eye tracking
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EEG + eye tracking
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what does
it all mean
for us?
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be careful…
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…but inquisitive and unafraid
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n eu r oUX @agabojko
let’s cautiously
embrace it
Questions?
abojko@usercentric.com
neljapäev, 29. november 12