YPO/WPO Conferrence @ HEC Montréal : Designing and Assessing Customer & Employee Interfaces with...
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Transcript of YPO/WPO Conferrence @ HEC Montréal : Designing and Assessing Customer & Employee Interfaces with...
Tech3Lab’s PersPecTive on User exPerience (Ux)
Designing and assessing customer & employee interfaces with the help of innovative Ux Tools
PIERRE-MAJORIQUE LÉGER, Ph.D.Co-director Tech3Lab
SYLVAIN SÉNÉCAL, Ph.D.Co-director Tech3Lab
© Copyright Tech3Lab 2016
Tech3Lab 2016
sYLvain sÉnÉcaL, Ph.D.Co-director Tech3LabFull professor, Department of Marketing
Pierre-MaJoriQUe LÉGer, Ph.D.Co-director Tech3LabFull professor, Department of Information Technologies
© Copyright Tech3Lab 2016
UXManaging Business User Experience
bUsiness inTeLLiGence
MarkeTinG anD eLecTronic coMMerce
inforMaTion TechnoLoGies
innovaTion 2013
© copyright Léger et Sénécal 2015
TECh3LAb 2016 :
Broad range of thelastest neuroscience tools to capture user experience
© Copyright Tech3Lab 2016
Testimonial from Dr. Alan Popeon HEC Montréal Tech3Lab
“What I think of when I see the Tech3Lab, that something good has begun there, and something that’s unparalleled in any other place that I know of, not even our facility.”
Dr. Alan Pope, NASA Langley, 2015-11-12, HEC Montréal
© Copyright Tech3Lab 2016
Millenial reaction to corporate IT systems
« They take a look at a business- application screen and they scream in horror »
Willem Eelman, Chief information officer (CIO) of Unilever
Source: http://www.economist.com/node/21531112
© Copyright Tech3Lab 2016
The human factor
Note: http://blogs.discovermagazine.com/lovesick-cyborg/2014/11/08/the-mystery-of-virgin-galactics-pilot-error/#.Vo1HNJPhC8U
© Copyright Tech3Lab 2016
Training human to conform to bad design
Coffeepot for Masochists by Jacques Carelman
© Copyright Tech3Lab 2016
The chocolate experience
«That chocolate experience includes anticipating the pleasure, beholding the dark beauty, smelling the wonderful aromas, the deliberate and sensual consumption (the most important part), the lingering bouquet and after-taste, and, finally, pleasurable memories.»
Hartson, H. Rex et al. (2012). The UX book process and guidelines for ensuring a quality user experience,Waltham, Mass., Morgan Kaufmann.
© Copyright Tech3Lab 2016
User experience in a restaurant
eMoTionaL exPerience of fine DininG: froM The anTiciPaTion To The MeMories
© Copyright Tech3Lab 2016
The user experience is mostly felt internally by the user
▪ The anticipation of the experience
▪ The experience during the usage
▪ The memory of the experience
Hartson, H. Rex et al. (2012). The UX book process and guidelines for ensuring a quality user experience, Waltham, Mass., Morgan Kaufmann.
© Copyright Tech3Lab 2016
COGNITION
INTERACTION wITh AN INTERfACE
■ SATISfACTION
■ LOYALTY
■ REUSE
ATTENTION
EMOTIONS
USER ExPERIENCE DURING ThE INTERACTION
CONSEQUENCES Of AN OPTIMAL USER ExPERIENCE
QUESTIONS TO bE ANSwERED TO IMPROVE Ux
whEN? whERE? whY?
© Copyright Tech3Lab 2016
Traditional UX Methods
COGNITION
ATTENTION
EMOTIONS
bEhAVIOR ObSERVATION
ASSESSMENT Of PERCEPTIONS RESULTS!
IMPOSSIbLE TO GET A RICh UNDERSTANDING Of USER ExPERIENCE
whEN?
whERE?
whY?
?
whEN? whERE? whY?
EASY TO USE
OptiOnal step
© Copyright Tech3Lab 2016
whEN? whERE? whY?
whEN? whERE? whY?
COGNITION
ATTENTION
EMOTIONS
EYETRACkING
RESULTS!
DIffICULT TO SYNChRONIzE COGNITIVE, EMOTIONAL, AND ATTENTIONAL MEASURES TO GET
A RICh UNDERSTANDING Of USER ExPERIENCE
?
New UX Methods
NEUROPhYSIOLOGICAL MEASURES
© Copyright Tech3Lab 2016
whEN? whERE? whY?
COGNITION
ATTENTION
EMOTIONS
EYETRACkING
EYETRACkING hEATMAP
?
Eyetracking
EYE fIxATION
© Copyright Tech3Lab 2016
whEN? whERE? whY?
COGNITION
ATTENTION
EMOTIONS
?
Neurophysiological Measures
NEUROPhYSIOLOGICAL MEASURES
AUTOMATIC fACIAL EMOTION RECOGNITION (NOLDUS, fACEREADER)
© Copyright Tech3Lab 2016
Paul Ekman
Source : Série Lie to Me, Fox Broadcasting Company, sur IMDb http://www.imdb.com/media/rm2416675584/tt1235099?ref_=ttmd_md_nxt
© Copyright Tech3Lab 2016
Discrete emotions
Source : film d’animation Inside Out, Disney, sur IMDb (http://www.imdb.com/media/rm2631859712/tt2096673?ref_=ttmi_mi_all_sf_
© Copyright Tech3Lab 2016
Research at Tech3Lab Using Rich UX
RESULTS!
ALIGNMENT bETwEEN COGNITIVE, EMOTIONAL, AND ATTENTIONAL MEASURES ENAbLING A RICh
UNDERSTANDING Of USER ExPERIENCEwhEN? whERE? whY?
whEN? whERE? whY?
COGNITION
ATTENTION
EMOTIONS
EYETRACkING
?
NEUROPhYSIOLOGICAL MEASURES
© Copyright Tech3Lab 2016
Eye fixations Triangulation and machine learning
Visualization of emotion and/or cognitive states at fixation
UX Heatmap with Photobooth Project enabLinG The visUaLizaTion of TrianGULaTeD aTTenTion, eMoTionaL, anD coGniTive MeasUres.
Courtemanche, F., P.-M. Léger, M. Frédette, S. Sénécal, and A. Dufresne (2015) Method and Product for Visualizing the Emo-tions of a User, Provisional patent application. US 62/121,552 p. 14.
PaTenT PenDinG
© Copyright Tech3Lab 2016
PhOTObOOTh PROJECT
TRADITIONNAL EYETRACkING hEATMAP
Ux hEATMAP wITh PROJECT PhOTObOOTh
EYE fIxATION
POSITIVE VALENCE AT fIxATION
NEGATIVE VALENCE AT fIxATION
PUPIL DILATION AT fIxATION
© Copyright Tech3Lab 2016
PhOTObOOTh PROJECT
TRADITIONNAL EYETRACkING hEATMAP
Ux hEATMAP wITh PROJECT PhOTObOOTh
EYE fIxATION
POSITIVE VALENCE AT fIxATION
NEGATIVE VALENCE AT fIxATION
PUPIL DILATION AT fIxATION
© Copyright Tech3Lab 2016
PhOTObOOTh PROJECT
TRADITIONNAL EYETRACkING hEATMAP
Ux hEATMAP wITh PROJECT PhOTObOOTh
EYE fIxATION
POSITIVE VALENCE AT fIxATION
NEGATIVE VALENCE AT fIxATION
PUPIL DILATION AT fIxATION
© Copyright Tech3Lab 2016
PhOTObOOTh PROJECT
TRADITIONNAL EYETRACkING hEATMAP
Ux hEATMAP wITh PROJECT PhOTObOOTh
EYE fIxATION
POSITIVE VALENCE AT fIxATION
NEGATIVE VALENCE AT fIxATION
PUPIL DILATION AT fIxATION
© Copyright Tech3Lab 2016
PhOTObOOTh PROJECT
PROTOTYPE 1 PROTOTYPE 2 PROTOTYPE 3
A/B Testing with Normalized Density
PUPIL DILATION AT fIxATION
© Copyright Tech3Lab 2016
Gender differences : CAN YOU TELL whICh ONE IS fROM MEN AND whICh ONE fROM wOMEN ?
POSITIVE VALENCE AT fIxATION
NEGATIVE VALENCE AT fIxATION
© Copyright Tech3Lab 2016
Dashboard visual efficiency: Bar Chart vs Bubble Chart
bAR ChART bUbbLE ChART
© Copyright Tech3Lab 2016
bAR ChART
bUbbLE ChART
POSITIVE VALENCE AT fIxATION
NEGATIVE VALENCE AT fIxATION
PUPIL DILATION AT fIxATION
Dashboard visual efficiency: Bar Chart vs Bubble Chart
© Copyright Tech3Lab 2016
POSITIVE VALENCE AT fIxATION
NEGATIVE VALENCE AT fIxATION
PUPIL DILATION AT fIxATION
bAR ChART
bUbbLE ChART
Dashboard visual efficiency: Bar Chart vs Bubble Chart
© Copyright Tech3Lab 2016
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LP+ Readers per WeekLaPresse+: A Sucess Story
▪ Award winning application
▪ 77% of LaPresse advertising revenues
▪ 43% mobile information market share in Quebec
© Copyright Tech3Lab 2016
2011 2012 2013
LaPresse+: A Well-Crafted UX
EYE TRACkING
CLASSIC ObSERVATION
GESTURES
fATIAL EMOTIONS
observaTion MeThoDoLoGY