the evolution of usability testing - measuring emotions - plastic mobile

APRIL 1-3, 2014 TORONTO

APRIL 1-3, 2014 TORONTO

Organized by Workshop Sponsors

Association & Media Partners

T h e E v o l u t i o n o f U s a b i l i t y T e s t i n g :

MEASUR ING EMOT IONS

Parisa DurraniStrategic Planner

@parisadurrani !

parisa@plasticmobile.com

Salome SallehyDirector of Marketing @salomesallehy !salome@plasticmobile.com

U S A B I L I T Y T E S T I N G

Usability testing is paramount

UX Testing

A/B Testing

Heuristic Evaluation

Explorative Usability Testing

95% of behaviour is driven by emotion

‘Fast’ Subconscious Thinking

‘Slow’ Subconscious Thinking

‘Fast’ Subconscious Thinking

‘Slow’ Subconscious Thinking

BUT ACT ON HOW YOU FEEL

YOU SAY WHAT YOU THINK

What Does Neuromarketing Mean to Mobile?

Neuroscience Biometrics

16 nodes EEG headset to capture activity across all regions in the brain

Eye tracking device to measure pupil dilation and track visual hot zones

2.HOW CAN WE PREDICT BEHAVIOUR?

1.WHAT’S BENEATH THE SURFACE?

HOW CAN WE OPTIMIZE CONTENT?3.

T H E S C I E N C E B E H I N D M O B I L E D E S I G N

P I Z Z A P I Z Z A

Mobile Purchase Path

Launch Browse Select Purchase Checkout

We Don’t Always Say What We Mean

KEY FINDING #1:

Apps Influence Brand Perception

KEY FINDING #2:

BEFORE

PIZZA PIZZA

BEST BUY

HYATT

AFTER

PIZZA PIZZA

BEST BUY

HYATT

Every Inch Matters

KEY FINDING #3:

L E A R N I N G S

Creating a successful study takes two

Even Experts don’t know it all

Usability testing requires a combination

of methods

QU ES T I O NS ?

Parisa DurraniStrategic Planner

@parisadurrani !

parisa@plasticmobile.com

Salome SallehyDirector of Marketing @salomesallehy !salome@plasticmobile.com

APRIL 1-3, 2014 TORONTO

Organized by Workshop Sponsors

Association & Media Partners

APRIL 1-3, 2014 TORONTO