the evolution of usability testing - measuring emotions - plastic mobile
TRANSCRIPT
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 !
Salome SallehyDirector of Marketing @salomesallehy [email protected]
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 !
Salome SallehyDirector of Marketing @salomesallehy [email protected]
APRIL 1-3, 2014 TORONTO
Organized by Workshop Sponsors
Association & Media Partners
APRIL 1-3, 2014 TORONTO