convincing execs using eye tracking faulkner_2012

Convincing ExecsUsing Eye-Tracking Results to Convince Execs Laura Faulkner, PhD

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UX must continually work to claim its space, funding, and impact-ability.

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Convincing execs with eye-tracking is more about convincing than eye-tracking.Let’s master part of that today.

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Use the tools. Claim your space.

Chino, here, does ...

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User experience gives us many tools to claim our space.

Exec =

person

Apply the keen eye of user experience to understand each exec as human being.

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Executives are faced with challenges and limitations unknown to any but them.

Realize ...

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Exec =

person

Specific POV

At-a-GlanceDECISION SUPPORT

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UX practitioners can be the CEO’s hero.

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Eye-tracking is at a distinct advantage to have impact on decisions.

Why?

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Execs need it now, need it right, and need it supported.

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Specific POV

High-level viewLaser focusDeep-diveRapid decision-making

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Execs need it now, need it right, and need it supported.

by data, that is

Understandable in 5-15 seconds

Precision & accuracy are key

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Craft messages that can be quickly taken in, and reused to convince someone else.

Key 1.

Wednesday, June 13, 12The idea is to present what you know or have learned in a form that will actually be read, understood, and influence the actions of someone who has a high-level view, multiple complex concerns, and precious little time to attend to all of them or to you.

Create a single-sheet printout that can be snatched and taken to the next meeting.

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Create a single-sheet printout that can be snatched and taken to the next meeting.

Uh oh... Your audience just expanded to

folks you don’t even know

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Tell me the WHAT the SO WHAT and the NOW WHAT.

- Sonja Mathews, VP for Marketing, USAA

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Bridge the execs to understanding and action.

Key 2.

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Show what to ‘see’ then ‘notice’ then ‘look at.’

Images courtesy of www.mediative.caWednesday, June 13, 12

Image source: http://searchengineland.com/eye-tracking-on-universal-and-personalized-search-12233

Learn to filter!

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“Before leaving the house, … stop, look in the mirror, and remove one piece of jewelry.”

- Coco Chanel

20th century fashion designer and stylist

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Choose every view as if it will be framed on the wall.

Forever ...

image courtesy of SimpleUsability, Leeds, Yorkshire, UK

Ouch! (In this case, mouse click

data does not equal eye-tracking data.)

Key 3.

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If you are wondering why the ‘ouch’ - this is a ‘heatmap’ of web-collected mouse clicks.Mouse-click data does not equal eye tracking data!

Choose every view as if it will be framed on the wall.

Forever!!

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Face the ‘challenge’ when questioned.

Key 4.

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Tell only what is needed. Explain when asked.

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Listen to whole questions before answering

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When you interrupt with your answer, two things can happen: 1) You may miss the ‘real’ question that would have come up; and 2) You lose credibility by sounding overconfident.

Stand your physical ground.

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Step neither forward nor back. Step back and you lose authority; step forward and you issue a challenge. These are instinctive human behaviors that get interpreted at a subconscious level. Strengthen acceptance of your results by standing solidly centered.

If a challenge is accurate, accept it and move on.

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Otherwise, you waste political capital that is better spent later on.

Execs do need your opinion, based on your expertise

What you knowWhat you learnedWhat that means

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If you do eye-tracking at all, you are more of an ‘expert’ in it than they are. Execs need what you have learned, and they need what you have to say!

Recommend a specific course of action. Key 5.

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Exec =

person

Specific POV

At-a-GlanceDECISION SUPPORT

Remember!

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“You don’t become a hero by being normal.”

Tagline for the movie ‘Para-Norman’

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Dare to be a hero!

presentation by Laura Faulkner, PhD

@laurafaulkner

Copyright 2012

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