Decoding what users really experience with NeuroIS
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This document provides information about Pierre-Majorique Léger and his research using neurophysiological measures to understand user experience (UX). It contains the following key points: 1. Léger is a professor who directs laboratories studying serious games, enterprise systems, and using neuroscience (e.g. eye tracking, physiological sensors) to optimize UX. 2. His neuroscience-based approach called Tech3Lab aims to understand the emotional and cognitive journeys of users, identify friction points, and compare different prototypes and versions of interfaces. 3. Examples are given of analyzing an online shopping experience and comparing two website prototypes to determine which generates a better UX based on emotional valence, cognitive load,
Decoding what users really experience with NeuroIS
- 1. PIERRE-MAJORIQUE LÉGER, Ph.D. Titulaire de la Chaire de recherche industrielle CRSNG-Prompt en expérience utilisateur Co-directeur Tech3Lab, Directeur ERPsim Lab Decoding what users really experience with NeuroIS Recent research from HEC Montréal Tech3Lab
- 2. © Copyright Léger (2018) Pierre-Majorique Léger, Ph.D. Lab Serious games to learn enterprise systems and business analytics https://www.researchgate.net/profile/Pierre-Majorique_Leger Full Profess0r Director ERPsim Lab Co-direct0r Tech3Lab pml@hec.ca Graduate studies Post-Doctorate Laboratories Financial support Guest Professor
- 3. © Copyright Léger (2018) cognition attention Emotions A B Using neurophysiological data to optimize user experience (UX) 1 Gb/participant per hour Help designers to make decision Autoadapt interface Eyetracking Neurophysiological measures
- 4. © Copyright Léger (2018) Top 5 UX Questions 1 Which is the journey truly experienced by my users? 4 How do I compare to my competitors' UX? 2 Which of my prototypes generates the best UX? 5 What generates emotional reactions on our interface? 3 Do all my users live the same experience? Léger, P. M., Courtemanche, F., Fredette, M., & Sénécal, S. (2019). A Cloud-Based Lab Management and Analytics Software for Triangulated Human-Centered Research. In Information Systems and Neuroscience (pp. 93-99). Springer, Cham.
- 5. © Copyright Léger (2018) 1 Which is the emotional journey truly experienced by my users? Tech3Lab 2-d method (intensity and valence) 1 2 3 ... + -Activation: EmotionalIntensity TIME STEPS Friction Point Emotional Valence + - Powered by
- 6. 1 Which is the emotional journey truly experienced by my users? An example in Food and Agriculture
- 7. © Copyright Léger (2018) VALENCE ÉMOTIONNELLENe sais pas quoi inscrire dans barre de recherche Inscription adresse courriel Ajout de filtres pour choix produits Résultats de Produits sans photos Clic sur “achat” Inscription du No de tel. recherche non 1 Which is the emotional journey truly experienced by my users? An example of the emotional path with the Tech3Lab methodEmotionalIntensity Emotional Intensity Emotional valence Identification of friction points for each step Emotional Valence
- 8. © Copyright Léger (2018) 0 100 200 300 400 500 600 700 800 900 1000 1100 1200 1300 1400 Time (sec) -0,7 -0,6 -0,5 -0,4 -0,3 -0,2 -0,1 0,0 0,1 Activation Valence -1,0000 -0,5000 0,0000 0,5000 1,0000 Tâche Pain Point Création de compte Magasinage Paiement Sélection du lieu de collecte Sélection du moment de collecte Null 1 « No stress for me, I entered my credit card, that was fine» 1 Which is the emotional journey truly experienced by my users? Our friction point identification method reveals a contradiction between what is expeienced and what is reported EmotionalIntensity Powered by
- 9. © Copyright Léger (2018) 1 Which is the cognitive journey truly experienced by my users? Tech3Lab 2nd method (intensity and valence) 1 2 3 ... + -cognitiveload TIME STEPS Friction point Powered by
- 10. © Copyright Léger (2018) 2500 2600 2700 2800 2900 3000 3100 3200 3300 3400 3500 3600 3700 3800 3900 4000 4100 Time -0.9 -0.8 -0.7 -0.6 -0.5 -0.4 -0.3 -0.2 -0.1 0.0 0.1 0.2 0.3 0.4 0.5 WORKDAY_A_P14 pain wkt1 wkt2 wkt3 wkt4 wkt5 pain wkt1 wkt2 wkt3 wkt4 wkt5 Avg. Eda Re -0.3955 -0.3000 -0.2000 -0.1000 0.0001 Inscription de données personnelles Recherche avec barre d’outils non fructueuse Utilise le menu de naviguation Navigue sur la page d’accueil pour trouver la bonne application 1 Which is the cognitive journey truly experienced by my users? An example of the cognitive path with the Tech3Lab method Powered by cognitiveload Entering personal data Fruitless search using the tool bar Using the navigation menu Navigating on the home page to find the right app
- 11. Which of my prototypes generates the best UX?2
- 12. © Copyright Léger (2018) 2 Which of my prototypes generates the best UX? An example comparing two prototypes of a new website Immobilier.ca Immobilier.ca A B Powered by
- 13. © Copyright Léger (2018) Emotional Valence Emotional intensity Sad Happy Calm Excited
- 14. © Copyright Léger (2018) -1.0 -0.8 -0.6 -0.4 -0.2 0.0 0.2 0.4 0.6 0.8 1.0 Valence -1.0 -0.8 -0.6 -0.4 -0.2 0.0 0.2 0.4 0.6 0.8 1.0 Arousal Task 1 Task 4 Task 5 Task 6 Task 1 Task 6 global_modified Platform Firm 1 Firm 2 Average of Valence vs. average of Calculation1. Color shows details about Platform. The marks are labeled by Subtask. INTENSITy Valence COGNITIVE LOAD VALENCE Negative Positive Easy Hard -0.40 -0.35 -0.30 -0.25 -0.20 -0.15 -0.10 -0.05 0.00 0.05 0.10 0.15 0.20 0.25 Valence -0.1 0.0 0.1 0.2 0.3 0.4 0.5 Arousal Task 4 Task 3 Task 2 Task 2 Task 4 Task 1 Task 5 Task 6 Task 7 Task 8 2 Which of my prototypes generates the best UX? Prototype A generates a better experience than Prototype B COGNITIVE LOAD VALENCE Negative Positive Easy Hard cognitive load Immobilier.ca Immobilier.ca A B Powered by Sad Happy Calm Excited
- 15. © Copyright Léger (2018) emotional valence cognitive load Sad Happy Easy Difficult
- 16. © Copyright Léger (2018) 2 Which of my prototypes generates the best UX? An example launch of a new functionality (A performs better than B) -0.12 -0.10 -0.08 -0.06 -0.04 -0.02 0.00 Valence -0.23 -0.22 -0.21 -0.20 -0.19 -0.18 -0.17 -0.16 -0.15 -0.14 -0.13 -0.12 -0.11 CognitiveLoad WorkDay B WorkDay B WorkDay A WorkDay A slide3_WD Activation -0.1800 -0.1500 -0.1000 -0.0500 0.0000 Train trained tasks untrained tasks Average of Valence Re vs. average of Pupille Re. Color shows details about Train. Size shows average of Eda Re. The marks are labeled by system2 and Version. The data is fi ltered on System, which keeps WD. Better launch of a new functionality New functionality Current functionality chargementale emotional Intensity Powered by Lala, Mehul; Atmane, Yasmine; Karran, Alexander J.; Léger, Pierre-Majorique et Senecal, Sylvain. (2019). Classifying Cognitive Pain Points During Process Change Management in Software As A Service (SaaS) Applications. HCII, Orlando, États-Unis.
- 17. What generates emotional reactions on our interface?5
- 18. © Copyright Léger (2018) 5 What generates emotional reactions on our interface? Powered by
- 19. © Copyright Léger (2018) Density of Fixation 5 What generates emotional reactions on our interface? Powered by
- 20. © Copyright Léger (2018) Positive Emotions Negative Emotions 5 What generates emotional reactions on our interface? Powered by Courtemanche, F., Léger, P. M., Dufresne, A., Fredette, M., Labonté- LeMoyne, É., & Sénécal, S. (2018). Physiological heatmaps: a tool for vi- sualizing users’ emotional reactions. Multimedia Tools and Applications, 77(9), 11547-11574.
- 21. © Copyright Léger (2018) 5 What generates emotional reactions on our interface? Powered by
- 22. © Copyright Léger (2018) Density of Fixation Old Page Traditional Eyetracking Tech3Lab Approach New Page positive Emotions Negative Emotions 5 What generates emotional reactions on our interface? Reaction at the moment of fixation Courtemanche, F., Léger, P. M., Dufresne, A., Fredette, M., Labonté-LeMoyne, É., & Sénécal, S. (2018). Physi- ological heatmaps: a tool for visualizing users’ emotional reactions. Multimedia Tools and Applications, 77(9),
- 23. © Copyright Léger (2018) 3 Do all my users live the same experience?
- 24. © Copyright Léger (2018) Task Order / Representative Task / Task Des 1 2.1 2 2.2 3 2.3 4 1.5 5 2.4 6 2.5 8 3.1 9 3.2 10 3.3 11 3.4 12 3.5 13 3.6 14 3.7 15 4.1 Débranchez le câble d' alimentati.. Débrancher le fil téléphoniq.. Débrancher la cable Ethernet entre le Modem et le Routeur Wi-Fi Lire les instructions Débrancher le cordon d' allimentati.. Dévisser la douille de sécurité et Retirer le câble coaxial à l'arrière du Modem à .. Visser le câble coaxial derrière le Gateway Brancher le fil téléphoni que.. Brancher le cordon d' allimentati.. Identifier le terminal télé Dévisser le câble coaxial derrière le terminal Visser le filtre dans la prise coaxiale du terminal Puis visser fermement le câble coaxial sur le filtre Déposer les équipemen.. -0.4 -0.2 0.0 0.2 0.4 0.6 Activation Riddler_cluster_journey Avg. Cognitive Load -1.00 -0.80 -0.60 -0.40 -0.18 0.24 Avg. Valence Average of Eda for each Task Des broken down by Task Order and Representative Task. Color shows average of Valence. Size shows average of Cognitive Load. The data is filtered on Cluster, which keeps 1. The view is filtered on Task Order, which excludes Null. Task Order / Representative Task / Task Des 1 1.5 2 2.3 3 2.2 4 2.1 5 2.5 6 2.4 7 3.2 8 3.1 9 3.3 10 3.4 11 3.5 12 3.6 13 3.7 14 4.1 Lire les instructions Débrancher la cable Ethernet entre le Modem et le Routeur Wi-Fi Débrancher le fil téléphoniq.. Débranchez le câble d' alimentati.. Dévisser la douille de sécurité et Retirer le câble coaxial à l'arrière du Modem à .. Débrancher le cordon d' allimentati.. Brancher le fil téléphoni que.. Visser le câble coaxial derrière le Gateway Brancher le cordon d' allimentati.. Identifier le terminal télé Dévisser le câble coaxial derrière le terminal Visser le filtre dans la prise coaxiale du terminal Puis visser fermement le câble coaxial sur le filtre Déposer le équipemen -0.4 -0.2 0.0 0.2 0.4 0.6 Activation Riddler_cluster_journey Average of Eda for each Task Des broken down by Task Order and Representative Task. Color shows average of Valence. Size shows average of Cognitive Load. The data is filtered on Cluste which keeps 2. The view is filtered on Task Order, which excludes Null. Task Order / Representative Task / Task Des 1 1.5 2 2.1 3 2.2 4 2.3 5 2.5 6 2.4 7 3.1 8 3.2 9 3.3 10 3.4 11 3.5 12 3.6 13 3.7 14 4.1 Lire les instructions Débranchez le câble d' alimentati.. Débrancher le fil téléphoniq.. Débrancher la cable Ethernet entre le Modem et le Routeur Wi-Fi Dévisser la douille de sécurité et Retirer le câble coaxial à l'arrière du Modem à .. Débrancher le cordon d' allimentati.. Visser le câble coaxial derrière le Gateway Brancher le fil téléphoni que.. Brancher le cordon d' allimentati.. Identifier le terminal télé Dévisser le câble coaxial derrière le terminal Visser le filtre dans la prise coaxiale du terminal Puis visser fermement le câble coaxial sur le filtre Déposer les équipemen.. -0.4 -0.2 0.0 0.2 0.4 0.6 Activation Riddler_cluster_journey -0.18 0.24 Avg. Valence Avg. Cognitive Load -1.00 -0.80 -0.60 -0.40 Average of Eda for each Task Des broken down by Task Order and Representative Task. Color shows average of Valence. Size shows average of Cognitive Load. The data is filtered on Cluster, which keeps 3. The view is filtered on Task Order, which excludes Null. Task Order / Representative Task / Task Des 1 1.5 2 2.3 3 2.2 4 2.1 5 2.5 6 2.4 7 3.2 8 3.1 9 3.3 10 3.4 Lire les instructions Débrancher la cable Ethernet entre le Modem et le Routeur Wi-Fi Débrancher le fil téléphoniq.. Débranchez le câble d' alimentati.. Dévisser la douille de sécurité et Retirer le câble coaxial à l'arrière du Modem à .. Débrancher le cordon d' allimentati.. Brancher le fil téléphoni que.. Visser le câble coaxial derrière le Gateway Brancher le cordon d' allimentati.. Identifier le terminal télé -0.4 -0.2 0.0 0.2 0.4 0.6 Activation Riddler_cluster_journey -0.18 0 Avg. Valence Avg. Cognitive Load -1.00 -0.80 -0.60 -0.40 Average of Eda for each Task Des broken down by Task Order and Representative Task. Color shows average of Valence. Size shows average of Cognitive Load. The data is filtered on Cluster, which keeps NA. The view is filtered on Task Order, which excludes Null. SUCCES 100% SUCCES 0% SUCCES 12.5% SUCCES 73% Persona 1 Persona 2 Persona 4Persona 3 3 Do all my users live the same experience? Powered by Maunier, B., Alvarez, J., Léger, P. M., Sénécal, S., Labonté-LeMoyne, É., Chen, S. L. & Gagné, J. (2018, July). Keep Calm and Read the Instructions: Factors for Successful User Equipment Setup. In International Conference on HCI in Business, Government, and Organizations (pp. 372-381). Springer, Cham.
- 25. How do I compare to my competitors' UX?4
- 26. © Copyright Léger (2018) -1.0 -0.8 -0.6 -0.4 -0.2 0.0 0.2 0.4 0.6 0.8 1.0 Valence -1.0 -0.8 -0.6 -0.4 -0.2 0.0 0.2 0.4 0.6 0.8 1.0 Activation Competitor (Gold standard) New Version Old Version data_modified Interface Name Competitor (Gold standard) New Version Old Version Avg. Pupille Re -0.25 -0.20 -0.15 -0.10 -0.06 Average of valence_modified vs. average of eda_modified. Color shows details about Interface Name. Size shows average of Pupille Re. The marks are labeled by Interface Name. -1.0 -0.8 -0.6 -0.4 -0.2 0.0 0.2 0.4 0.6 0.8 1.0 Valence -1.0 -0.8 -0.6 -0.4 -0.2 0.0 0.2 0.4 0.6 0.8 1.0 Activation New Version Old Version Competitor (Gold standard) Interface Name Competitor (Gold standard) New Version Old Version Avg. Pupille Re -0.25 -0.20 -0.15 -0.10 -0.06 Average of Valence Re vs. average of Eda Re. Color shows details about Interface Name. Size shows average of Pupille Re. The marks are labeled by Interface Name. The view is filtered on Interface Name, which keeps Competitor (Gold standard), New Version and Old Version. Negative -0.5 -0.4 -0.3 -0.2 -0.1 0.0 0.1 0.2 0.3 0.4 Activation Competitor (Gold standard) New Version Old Version Interface Name Competitor (Gold standa New Version Old Version -0.25 -0.20 -0.15 -0.10 -0.06 4 How do I compare to my competitors' UX? intensity ValenCE Sad Happy Calm Excited New version Old version Competitor Powered by COGNITIVE LOAD VALENCE Negative Positive Easy Hard cognitive load
- 27. © Copyright Léger (2018) In collaboration with Deloitte Digital 0.45 0.46 0.47 0.48 0.49 0.50 0.51 0.52 0.53 0.54 Index Homepage 0.45 0.46 0.47 0.48 0.49 0.50 0.51 0.52 0.53 0.54 0.55 IndexInstagram BMO BNC CIBC Coast Desjardins RBC Scotia TD Global Median Global Median Median Median Index: Homepage vs Instagram Industry Banks Average of Index Homepage vs. average of Index Instagram. Color shows details about Industry. The marks are labeled by Brand. The view is filtered on Industry and Exclusions (Brand,Industry). The Industry filter keeps Banks. The Exclusions (Brand,Industry) filter keeps 25 members. Note : Average of the first 20 sec. Canadian banking industry The emotional reaction of millenials across different platforms Powered by
- 28. © Copyright Léger (2018)