presentation to canadian university council of chief information officers (cuccio)

PIERRE-MAJORIQUE LÉGER, Ph.D.Co-director, Tech3LabDepartment of Information Technologies, HEC Montréal

Canadian University Council of Chief Information Officers, November 17th 2015

HEC Montréal Tech3Lab :

Using neuroscience to inform user experience research

© Copyright Tech3Lab 2015

Prof. Pierre-Majorique Léger, Ph.D.

Full ProfessorDirector ERPsim LabCo-director Tech3Lab pml@hec.ca

GRAD STUDIES

POST-DOCTORATE

LABS VISITING PROFESSOR

Lab Serious games to learn enterprise systems and business analytics

https://www.researchgate.net/profile/Pierre-Majorique_Leger

EASE OF USE?

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EASE OF USE?

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EASE OF USE?

EASE OF USE?

Charland, P., Léger, P. M., Sénécal, S., Courtemanche, F., Mercier, J., Skelling, Y., & Labonté-Lemoyne, E. (2015). Assessing the Multiple Dimensions of Engagement to Characterize Learning: A Neurophysiological Perspective. JoVE (Journal of Visualized Experiments), (101), e52627-e52627.

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UXManaging Business User Experience

BUSINESS INTELLIGENCE

MARKETING AND ELECTRONIC COMMERCE

INFORMATION TECHNOLOGIES

INNOVATION 2013

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Financing Agencies

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Tech3Lab 2015 : The most important UX Lab in North America

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Tech3Lab 2015

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SECTION 1

Emotion and Attention SECTION 2

Learning and AdaptationSECTION 3

Mobile and Tactile InteractionsSECTION 4

Simulation & Gaming

SECTION 1 Emotion and Attention

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What is eye-tracking?

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Tobii EyeTracker X60

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Tobii EyeTracker X60

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Source: http://eyetracking.me/?page_id=9

What is Eye Tracking

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Processing order: Gaze path

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Visual attention: Heatmap

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Figure 1. Illustration of pupillary responses in cognitive taskexecution, (A) Mental multiplication task and pupil size change, (B) Difficulty effect on pupil dilation evoked by mental multi-plication of two numbers displayed together for eight seconds (adopted from Klingner's Dissertation (Figure 5.5) [1]).

(B)

(A)

Source: Hossein & Yeasin, 2014

Electrodermal activity

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Emotional Heatmap

TECHNOLOGY DEVELOPED AT Tech3LabCourtemanche, F., et al., Method and Product forVisualizing the Emotions of a User, in Provisional patent application 2015. p. p. 14.

SECTION 2

Learning

Measuringbrain activity

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1011

ALPHA relaxed/reflecting

alert/working

drowsy/ideating

sleep/dreaming

deep dreamless

BETA

THETA

DELTA

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Astronaut/aquanaut Nicole P. Stott and Ross Hein, a professional aquanaut from the University of North Carolina at Wilmington (UNCW), assist University of Cincinnati physician Tim Broderick apply a net with electrodes for an electroencephalogram (EEG) study

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ALPHA relaxed/reflecting

alert/working

drowsy/ideating

sleep/dreaming

deep dreamless

BETA

THETA

DELTA

Pope, Alan T., Edward H. Bogart, and Debbie S. Bartolome. “Biocybernetic system evaluates indices of operator engagement in automated task.” Biological psychology 40.1 (1995): 187-195.

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Learning in the brain

Source: Hill and Schneider, 2006

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HYPOTHESISReduce mental workload and increase emotional valence

MEASURES Electroencephalography, pupil dilation and automatic analysis of facial emotions

EXTEND THE ENGAGEMENT PERIOD IN ONLINE GROCERY SHOPPING

Researchers : Sylvain Sénécal et Pierre-Majorique Léger, (HEC Montréal)

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EFFECT OF DESIGN RELATED NEGATIVE EMOTION IN EDUCATIONAL APPLICATIONS

Researcher : Pierre-Majorique Léger, Ph.D. (HEC Montréal) Industrial Partner : HMH Tribal Nova Funding : CRSNG EGP 485446 - 15

CARTE DE CHALEUR OCULOMÉTRIQUE

PARCOURS OCULAIRE

HYPOTHESISMaintain learner in a state compatible with perseverance

MEASURES Pupil dilation, eye fixation and pupil dilation

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Monitoring learner’s engagement in real-time

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Understanding problem solvingASSESSING SELECTIVE ATTENTION IN A MULTIPLAN ENVIRONMENT

SECTION 3 Mobile and Tactile Interactions

The effect of touching on advertising effectiveness

• NEEDFORTOUCH+• TACT ILEDEVICE=

• UPTO2XMORECHANCESTORECOGNIZEBRANDS

The impact of treadmill desk on cognition

Seated condition

Walking condition

Treamillhabituation

Reading taskwhile walking

Reading taskwhile seated

Adjustmentof equipment

5 min. 40 min. 10 min. 10 min. 10 min.EEG

Recall taskPost-

experimentalsurvey

▪ Proportion of EEG frequency band power for electrodes with significant differences between groups

Avec la permission de ICI Radio-Canada

Texting while walking:AN EXPENSIVE SWITCH COST

SECTION 4

Simulation & Gaming

Flow and cognitive absorption

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ERPsim on SAP HANA

Now available on SAP HANA

Automated administrative tasks

Simulated market

Simulated passing of time

Business analytics

Business decisions

VIRTUAL SYSTEM PARTICIPANTSERP SYSTEM

1 12 23

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Attentional heatmap in during software interaction

FLOW=D IFF ICULTYAND COMPET ENCY+

PSYCHOPHYS IOLOGICAL STAT EOFT HELEARNER

Predicting the flow state

16%

18%

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Léger, Pierre-Majorique, et al. “Neurophysiological correlates of cognitive absorption in an enactive training context.” Computers in Human Behavior 34 (2014): 273-283.

FLOWOFPLAYER(A)=D IFF ICULTY+COMPET ENCY+

PLAYER(A)+PLAYER(B)

Predicting flow in multiplayer context

66%

Bastarache, Léger, Courtemanche, Sénécal and Fredette (2015) Measuring Flow Using Psychophysiological Data in a Multiplayer Gaming Context, Information Systems and Neuroscience, Lecture Notes in Information Systems and Organisation.

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HYPOTHESISGenerate emotion compatible with engagement during the game tutorial

MEASURES

Electrodermal activity, eye tracking and heart rate

EFFECT OF TUTORIAL TYPE ON INTENTION TO USE MOBILE APPLICATION

Researcher : Pierre-Majorique Léger, Ph.D. (HEC Montréal) Industrial Partner : Hibernum Créations inc Funding : CRSNG EGP 484281 – 15

CARTE DE CHALEUR OCULOMÉTRIQUE

PARCOURS OCULAIRE

Conclusion

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SECTION 1 Emotion and Attention SECTION 2

Learning and AdaptationSECTION 3

Mobile and Tactile InteractionsSECTION 4

Simulation & Gaming

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Upcoming book at Springer: R. RIEDL, P.-M. LÉGER

Fundamentals of NeuroISInformation Systems and the Brain

Series: Studies in Neuroscience, Psychology and Behavioral Economics

▪ Provides the fundamentals of NeuroIS

▪ Guides the reader to theories and tools which are relevant for this field

▪ Contains tutorial-like illustrations which enhance understanding

▪ Written by experts in the field

Thank you!