More Related Content Similar to Aga Bojko - NeuroUX: Smoke and Mirrors or the Future of UX Research (12) More from wud_tallinn (6) Aga Bojko - NeuroUX: Smoke and Mirrors or the Future of UX Research1. n eu r oUX @agabojko
smoke and mirrors
or the future of
user experience research?
Aga Bojko, GfK User Centric
neljapäev, 29. november 12
12. yeah OK, let me just get my crystal ball…
neljapäev, 29. november 12
17. user testing = foundation of UX research
neljapäev, 29. november 12
18. but the UX field is maturing…
neljapäev, 29. november 12
25. but how do we measure that?
neljapäev, 29. november 12
26. what do users think? how do they feel?
neljapäev, 29. november 12
34. recognizing
facial
expressions
neljapäev, 29. november 12
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 dictionary
neljapäev, 29. november 12
55. m e as u ring
br ain
a ctivity
neljapäev, 29. november 12
66. if we want to see where emotions live…
neljapäev, 29. november 12
70. published in “neuron” in 2004
Article Source: http://www.sciencedirect.com/science/article/pii/S0896627304006129
neljapäev, 29. november 12
71. what participants saw and tasted
Image Source: http://www.yalescientific.org/2011/05/your-brain-on-food
neljapäev, 29. november 12
72. how did the brain react?
?
neljapäev, 29. november 12
73. how did the brain react?
[ brand-cued brain
activity
[ - [ light-cued brain
activity
[ =
hippocampus DLPFC
neljapäev, 29. november 12
74. pepsi = taste coke = taste + brand
neljapäev, 29. november 12
75. who uses fMRI to understand users?
neljapäev, 29. november 12
76. who uses fMRI to understand users?
neljapäev, 29. november 12
77. who uses fMRI to understand users?
neljapäev, 29. november 12
78. who uses fMRI to understand users?
neljapäev, 29. november 12
80. subjects can’t move
Image Source: http://www.newswise.com/articles/intervention-helps-children-with-sickle-cell-disease-complete-mri-tests-without-sedation
neljapäev, 29. november 12
95. e ye
tr acking
neljapäev, 29. november 12
100. why do the eyes move?
neljapäev, 29. november 12
102. eyes move to bring things into focus
neljapäev, 29. november 12
105. Tobii X60 + mobile stand
neljapäev, 29. november 12
112. gaze plots are for qualitative analysis
neljapäev, 29. november 12
114. gaze plots are for qualitative analysis
neljapäev, 29. november 12
115. gaze plots are for qualitative analysis
neljapäev, 29. november 12
116. gaze plots are for qualitative analysis
neljapäev, 29. november 12
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 visits
neljapäev, 29. november 12
119. time to 1 st fixation = noticeability measure
neljapäev, 29. november 12
120. pupil size = emotional arousal measure
120
neljapäev, 29. november 12
121. pupil size = emotional arousal measure
121
neljapäev, 29. november 12
122. ave fixation length = processing measure
1 2 3
4
5
6 7
8
11 9
10
neljapäev, 29. november 12
124. mascara can be confused with the pupil
neljapäev, 29. november 12
130. EEG + eye tracking
neljapäev, 29. november 12
131. EEG + eye tracking
neljapäev, 29. november 12
132. what does
it all mean
for us?
neljapäev, 29. november 12
135. n eu r oUX @agabojko
let’s cautiously
embrace it
Questions?
abojko@usercentric.com
neljapäev, 29. november 12