Aga Bojko - NeuroUX: Smoke and Mirrors or the Future of UX Research

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Pan-Baltic WUD 2012 presentation. http://wud.tlu.ee

Aga Bojko - NeuroUX: Smoke and Mirrors or the Future of UX Research

  1. 1. n eu r oUX @agabojko smoke and mirrors or the future of user experience research? Aga Bojko, GfK User Centricneljapäev, 29. november 12
  2. 2. neljapäev, 29. november 12
  3. 3. neljapäev, 29. november 12
  4. 4. neljapäev, 29. november 12
  5. 5. neljapäev, 29. november 12
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  10. 10. neljapäev, 29. november 12
  11. 11. Image Source: http://talipsisman.deviantart.com/art/Future-City-182675382neljapäev, 29. november 12 “you should talk about the future of UX”
  12. 12. yeah OK, let me just get my crystal ball…neljapäev, 29. november 12
  13. 13. emerging UX research methodsneljapäev, 29. november 12
  14. 14. what about old-school research methods?neljapäev, 29. november 12
  15. 15. observing what people doneljapäev, 29. november 12
  16. 16. listening to what people sayneljapäev, 29. november 12
  17. 17. user testing = foundation of UX researchneljapäev, 29. november 12
  18. 18. but the UX field is maturing…neljapäev, 29. november 12
  19. 19. people have many optionsneljapäev, 29. november 12
  20. 20. people have many optionsneljapäev, 29. november 12
  21. 21. people have many optionsneljapäev, 29. november 12
  22. 22. same product, different brandsneljapäev, 29. november 12
  23. 23. usability is not enough to win the raceneljapäev, 29. november 12
  24. 24. experiences must exceed expectationsneljapäev, 29. november 12
  25. 25. but how do we measure that?neljapäev, 29. november 12
  26. 26. what do users think? how do they feel?neljapäev, 29. november 12
  27. 27. UX researchers are digging deeperneljapäev, 29. november 12
  28. 28. starting to use sophisticated instrumentsneljapäev, 29. november 12
  29. 29. to understand biological reactionsneljapäev, 29. november 12
  30. 30. recognizing facial expressionsneljapäev, 29. november 12
  31. 31. measuring brain activityneljapäev, 29. november 12
  32. 32. tracking users’ eye movementsneljapäev, 29. november 12
  33. 33. to better understand the user experienceneljapäev, 29. november 12
  34. 34. recognizing facial expressionsneljapäev, 29. november 12
  35. 35. why care about facial expressions?neljapäev, 29. november 12
  36. 36. facial expressions indicate emotionsneljapäev, 29. november 12
  37. 37. facial expressions indicate emotionsneljapäev, 29. november 12
  38. 38. facial expressions indicate emotionsneljapäev, 29. november 12
  39. 39. from Charles Darwin to Paul Ekmanneljapäev, 29. november 12
  40. 40. facial action coding system (FACS)neljapäev, 29. november 12
  41. 41. 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 dictionaryneljapäev, 29. november 12
  42. 42. Image Source: http://www.emg-eeg.com/tag/beyin-damar-ultrasonuneljapäev, 29. november 12 facial electromyography (fEMG)
  43. 43. video-based solutions are less intrusiveneljapäev, 29. november 12
  44. 44. Image Source: http://thirdsight.co/products/emovision/neljapäev, 29. november 12 EmoVision dashboard
  45. 45. Image Source: http://www.noldus.com/human-behavior-research/products/facereaderneljapäev, 29. november 12 FaceReader dashboard
  46. 46. neljapäev, 29. november 12
  47. 47. requires stable head (no talking!)neljapäev, 29. november 12
  48. 48. no face touchingneljapäev, 29. november 12
  49. 49. doesn’t work well with glassesneljapäev, 29. november 12
  50. 50. facial hair can be a problemneljapäev, 29. november 12
  51. 51. needs more lighting than usualneljapäev, 29. november 12
  52. 52. recognizes simple & strong expressionsneljapäev, 29. november 12
  53. 53. recognizes simple & strong expressionsneljapäev, 29. november 12
  54. 54. …but participants’ expressions are subtleneljapäev, 29. november 12
  55. 55. m e as u ring br ain a ctivityneljapäev, 29. november 12
  56. 56. neljapäev, 29. november 12
  57. 57. neljapäev, 29. november 12
  58. 58. brain parts map to cognitive functionsneljapäev, 29. november 12
  59. 59. fMRI = functional magnetic resonance imagingneljapäev, 29. november 12
  60. 60. fMRI machine = giant donut magnetneljapäev, 29. november 12
  61. 61. loud and you can’t moveneljapäev, 29. november 12
  62. 62. Image Source: http://www.news.wisc.edu/newsphotos/davidson08.htmlneljapäev, 29. november 12 the control room
  63. 63. Image Source: http://www.news.wisc.edu/newsphotos/davidson08.htmlneljapäev, 29. november 12 the control room
  64. 64. the brain is always onneljapäev, 29. november 12
  65. 65. ge Source: http://www.baars-gage.com/ to learn anything, we must subtract neljapäev, 29. november 12
  66. 66. if we want to see where emotions live…neljapäev, 29. november 12
  67. 67. Image Source: http://www.baars-gage.co neljapäev, 29. november 12
  68. 68. neljapäev, 29. november 12
  69. 69. e Source: http://www.moderncancertreatments.com/heart-health/neljapäev, 29. november 12 coke vs. pepsi fMRI study
  70. 70. published in “neuron” in 2004Article Source: http://www.sciencedirect.com/science/article/pii/S0896627304006129neljapäev, 29. november 12
  71. 71. what participants saw and tasted Image Source: http://www.yalescientific.org/2011/05/your-brain-on-foodneljapäev, 29. november 12
  72. 72. how did the brain react? ?neljapäev, 29. november 12
  73. 73. how did the brain react? [ brand-cued brain activity [ - [ light-cued brain activity [ = hippocampus DLPFCneljapäev, 29. november 12
  74. 74. pepsi = taste coke = taste + brandneljapäev, 29. november 12
  75. 75. who uses fMRI to understand users?neljapäev, 29. november 12
  76. 76. who uses fMRI to understand users?neljapäev, 29. november 12
  77. 77. who uses fMRI to understand users?neljapäev, 29. november 12
  78. 78. who uses fMRI to understand users?neljapäev, 29. november 12
  79. 79. low temporal resolution (slow)neljapäev, 29. november 12
  80. 80. subjects can’t moveImage Source: http://www.newswise.com/articles/intervention-helps-children-with-sickle-cell-disease-complete-mri-tests-without-sedationneljapäev, 29. november 12
  81. 81. costs $1 to 5 millionneljapäev, 29. november 12
  82. 82. Image Source: http://practicalfmri.blogspot.com/2012/05/3-t-gets-new-home.htmlneljapäev, 29. november 12 weighs 5 – 10 tons
  83. 83. Image Source: http://practicalfmri.blogspot.com/2012/05/3-t-gets-new-home.htmlneljapäev, 29. november 12 not very portable
  84. 84. Image Source: http://practicalfmri.blogspot.com/2012/05/3-t-gets-new-home.htmlneljapäev, 29. november 12 not very portable
  85. 85. Image Source: http://stopczynski.com/category/uncategorized/neljapäev, 29. november 12 EEG = electroencephalography
  86. 86. electrical activity of the brain (raw data)neljapäev, 29. november 12
  87. 87. “doesn’t show valence”neljapäev, 29. november 12
  88. 88. but showing valence seems to be possibleneljapäev, 29. november 12
  89. 89. cheaper and more portable than fMRIneljapäev, 29. november 12
  90. 90. better temporal resolution (real-time)neljapäev, 29. november 12
  91. 91. rce: https://share.sandia.gov/news/resources/news_releases/brain_study/neljapäev, 29. november 12 conductive gel but no hair gel
  92. 92. Image Source: http://www.fuelyourproductdesign.com/mind-control-is-the-next-user-interface/neljapäev, 29. november 12 emotiv headset (dry EEG)
  93. 93. poor spatial resolution (best for surface)neljapäev, 29. november 12
  94. 94. we must bridge the gapneljapäev, 29. november 12
  95. 95. e ye tr ackingneljapäev, 29. november 12
  96. 96. neljapäev, 29. november 12
  97. 97. neljapäev, 29. november 12
  98. 98. way back whenneljapäev, 29. november 12
  99. 99. NOW: misleadingly easy  a lot of misuseneljapäev, 29. november 12
  100. 100. why do the eyes move?neljapäev, 29. november 12
  101. 101. it’s all about the foveaneljapäev, 29. november 12
  102. 102. eyes move to bring things into focusneljapäev, 29. november 12
  103. 103. looking (foveating) ≈ paying attentionneljapäev, 29. november 12
  104. 104. Tobii T60 (remote eye tracker)neljapäev, 29. november 12
  105. 105. Tobii X60 + mobile standneljapäev, 29. november 12
  106. 106. Tobii eye tracking glassesneljapäev, 29. november 12
  107. 107. Image Source: http://www.eyetracking-glasses.com/gallery/neljapäev, 29. november 12 SMI eye tracking glasses
  108. 108. SMI eye tracking glassesneljapäev, 29. november 12
  109. 109. Image Source: http://www.seeingmachines.com/pdfs/brochures/faceLAB-5.pdfneljapäev, 29. november 12 faceLAB from Seeing Machines
  110. 110. pupil vs. corneal reflectionneljapäev, 29. november 12
  111. 111. heatmaps are not for analysisneljapäev, 29. november 12
  112. 112. gaze plots are for qualitative analysisneljapäev, 29. november 12
  113. 113. neljapäev, 29. november 12
  114. 114. gaze plots are for qualitative analysisneljapäev, 29. november 12
  115. 115. gaze plots are for qualitative analysisneljapäev, 29. november 12
  116. 116. gaze plots are for qualitative analysisneljapäev, 29. november 12
  117. 117. measures are for quantitative analysisneljapäev, 29. november 12
  118. 118. 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 visitsneljapäev, 29. november 12
  119. 119. time to 1 st fixation = noticeability measureneljapäev, 29. november 12
  120. 120. pupil size = emotional arousal measure 120neljapäev, 29. november 12
  121. 121. pupil size = emotional arousal measure 121neljapäev, 29. november 12
  122. 122. ave fixation length = processing measure 1 2 3 4 5 6 7 8 11 9 10neljapäev, 29. november 12
  123. 123. ave fixation length = processing measureneljapäev, 29. november 12
  124. 124. mascara can be confused with the pupilneljapäev, 29. november 12
  125. 125. droopy eyelids can cover the pupilneljapäev, 29. november 12
  126. 126. glasses  extra reflections & shadowsneljapäev, 29. november 12
  127. 127. air bubbles can cause multiple reflectionsneljapäev, 29. november 12
  128. 128. rce: http://www.flickr.com/photos/smieyetracking/6869094229/in/photostreamneljapäev, 29. november 12 dynamic content  long analysis
  129. 129. ource: http://www.webusability.co.uk/what-we-do/mobile-testing/neljapäev, 29. november 12 mobile devices can be hard to track
  130. 130. EEG + eye trackingneljapäev, 29. november 12
  131. 131. EEG + eye trackingneljapäev, 29. november 12
  132. 132. what does it all mean for us?neljapäev, 29. november 12
  133. 133. be careful…neljapäev, 29. november 12
  134. 134. …but inquisitive and unafraidneljapäev, 29. november 12
  135. 135. n eu r oUX @agabojko let’s cautiously embrace it Questions? abojko@usercentric.comneljapäev, 29. november 12

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