aga bojko - neuroux: smoke and mirrors or the future of ux research

smoke and mirrorsor the future ofuser experience research?

@agabojkoneuroUX

Aga Bojko, GfK User Centric

neljapäev, 29. november 12

“you should talk about the future of UX”

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yeah OK, let me just get my crystal ball…


emerging UX research methods


what about old-school research methods?


observing what people do


listening to what people say


user testing = foundation of UX research


but the UX field is maturing…


people have many options


same product, different brands


usability is not enough to win the race


experiences must exceed expectations


but how do we measure that?


what do users think? how do they feel?


UX researchers are digging deeper


starting to use sophisticated instruments


to understand biological reactions


recognizing facial expressions


measuring brain activity


tracking users’ eye movements


to better understand the user experience


recognizing

facialexpressions


why care about facial expressions?


facial expressions indicate emotions


from Charles Darwin to Paul Ekman


facial action coding system (FACS)


FACS affect interpretation dictionary

Anger: 4+5+7+23Disgust: 9+15+16Fear: 1+2+4+5+20+26Happiness: 6+12Sadness: 1+4+15Surprise: 1+2+5B+26Contempt: R12A+R14A


facial electromyography (fEMG)

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video-based solutions are less intrusive


EmoVision dashboard

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FaceReader dashboard

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requires stable head (no talking!)


no face touching


doesn’t work well with glasses


facial hair can be a problem


needs more lighting than usual


recognizes simple & strong expressions


…but participants’ expressions are subtle


measuring

brainactivity


brain parts map to cognitive functions


fMRI = functional magnetic resonance imaging


fMRI machine = giant donut magnet


loud and you can’t move


the control room

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the brain is always on


to learn anything, we must subtract

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if we want to see where emotions live…


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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


Image Source: http://www.yalescientific.org/2011/05/your-brain-on-food

what participants saw and tasted


how did the brain react?

?


how did the brain react?

brand-cued brain activity

hippocampus DLPFC

light-cued brain activity-[ [ [[ =


pepsi = taste coke = taste + brand


who uses fMRI to understand users?


low temporal resolution (slow)


subjects can’t move

Image Source: http://www.newswise.com/articles/intervention-helps-children-with-sickle-cell-disease-complete-mri-tests-without-sedation


costs $1 to 5 million


weighs 5 – 10 tons

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not very portable

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EEG = electroencephalography

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electrical activity of the brain (raw data)


“doesn’t show valence”


but showing valence seems to be possible


cheaper and more portable than fMRI


better temporal resolution (real-time)


conductive gel but no hair gel

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emotiv headset (dry EEG)

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poor spatial resolution (best for surface)


we must bridge the gap


eyetracking


way back when


NOW: misleadingly easy a lot of misuse


why do the eyes move?


it’s all about the fovea


eyes move to bring things into focus


looking (foveating) ≈ paying attention


Tobii T60 (remote eye tracker)


Tobii X60 + mobile stand


Tobii eye tracking glasses


SMI eye tracking glasses

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SMI eye tracking glasses


faceLAB from Seeing Machines

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pupil vs. corneal reflection


heatmaps are not for analysis


gaze plots are for qualitative analysis


measures are for quantitative analysis


Eye tracking

MEASURES OF

Area noticeabilit

Percentage of participants who noticed an AOINumber of

Area interest

Number of fixations on an AOITotal dwell time

Emotional arousal

Pupil diameter

MEASURES OF

Mental workload

Pupil diameter

Cognitive processing

Average fixation duration

Target findability

Time to 1st fixation on the targetNumber of

Target recognizabi

Time from 1st fixation on target to clickNumber of visits

practical classification of measures


time to 1st fixation = noticeability measure


120

pupil size = emotional arousal measure


121

pupil size = emotional arousal measure


2 3

6

8

10 9

1

5

4

7

11

ave fixation length = processing measure


ave fixation length = processing measure


mascara can be confused with the pupil


droopy eyelids can cover the pupil


glasses extra reflections & shadows


air bubbles can cause multiple reflections


dynamic content long analysis

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mobile devices can be hard to track

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EEG + eye tracking


what doesit all mean for us?


be careful…


…but inquisitive and unafraid


let’s cautiously embrace it

@agabojkoneuroUX

[email protected]


aga bojko - neuroux: smoke and mirrors or the future of ux research

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