1. Do you know
how users
really feel?
SYLVAIN SÉNÉCAL, Ph.D.
Co-director
Marc Fredette, Ph.D.
Researcher
PIERRE-MAJORIQUE LÉGER, Ph.D.
Co-director
#uxt3l @tech3lab_hec

2. © Copyright Tech3Lab 2015
Do you know how
users really feel?
SYLVAIN SÉNÉCAL,
Ph.D.
Co-director
Full Professor
PIERRE-MAJORIQUE
LÉGER, Ph.D.
Co-director
Full Professor
MARC FREDETTE,
Ph.D.
Researcher
Associate Professor

3. EASE OF USE?
© Copyright Tech3Lab 2015© Copyright Tech3Lab 2015

4. EASE OF USE?

5. EASE OF USE?

6. EASE OF USE?

7. © Copyright Tech3Lab 2015
UXManaging Business
User Experience
Business intelligence
Marketing and
electronic commerce
Information
technologies
Innovation
2013

9. Management
comittee
SYLVAIN SÉNÉCAL, Ph.D.
Co-director
Full Professor
FRANÇOIS
COURTEMANCHE, Ph.D.
Research professional
MARC FREDETTE, Ph.D.
Researcher
Associate Professor
PIERRE-MAJORIQUE
LÉGER, Ph.D.
Co-director
Full Professorn
ELISE
LABONTÉ-LEMOYNE, Ph.D.
Post-Doctoral researcher

10. Principal researchers Other members
Caroline AUBÉ Management
Gilbert BABIN TI
* Ann-Frances CAMERON TI
Michel COSSETTE Gestion des ressources haimaines
Danilo C. DANTAS Marketing
* Marc FREDETTE Science de la décision
Camille GRANGE TI
Yany GRÉGOIRE Marketing
Réal LABELLE Sciences comptables
* Sandra LAPORTE Marketing
* Pierre-Majorique LÉGER TI
* Renaud LEGOUX Marketing
* Ana ORTIZ DE GUINEA TI
* Jacques ROBERT TI
* Sylvain SÉNÉCAL Marketing
Louis-Philippe SIROIS Sciences comptables
Stefan TAMS Marketing
* Ryad TITAH TI
* Membres de l’équipe FQRSC en fonctionnement
Henri BARKI TI HEC Montréal
Éric BRUNELLE Management HEC Montréal
Patrick CHARLAND Didactique UQAM
Aude DUFRESNE Communication U de Montréal
Alina Maria DULIPOVICI TI HEC Montréal
Jean-François GAJEWSKI Finance IAE Savoie
Abdelouahab MEKKI Marketing U. Sherbrooke
Julien MERCIER Didactique UQAM
René RIEDL TI Université Linz

11. Research assistants Operations
Sabrina Alarie-Carrière Département de psychologie U de Montréal
Emma Campbell Département de psychologie U de Montréal
Gabrielle Chénier-Leduc Département de psychologie U de Montréal
Régine Gagnon Département de psychologie U de Montréal
Cindy Maddalena Département de psychologie U de Montréal
Beverly Resseguier Département de psychologie U de Montréal
Marianne Vadez Département de psychologie U de Montréal
Adélaïde Vautier Département de psychologie U de Montréal
Analystes
Marie-Christine
Bastarache Roberge
Département TI HEC Montréal
Laurence Dumont Département de psychologie U de Montréal
Félix Larochelle-Brunet Département de psychologie U de Montréal
David Brieugne Département TI HEC Montréal
Vanessa Georges Département du marketing HEC Montréal
Shirley-Anne Pagé Département TI HEC Montréal
Brendan Scully Département TI HEC Montréal

12. © Copyright Tech3Lab 2015
Partners

13. © Copyright Tech3Lab 2015
Financing Agencies

14. © Copyright Tech3Lab 2015
Tech3Lab 2015 :
The most important UX Lab
in North America

15. © Copyright Tech3Lab 2015

16. Microprogramme
in User Experience
http://www.hec.ca/ux/

17. © Copyright Tech3Lab 2015
Microprogramme
in User Experience
EN français
Microprogramme de 15 crédits
Durée minimale : 2 trimestres
Durée maximale : 3 ans
admission : HIVER 2016Les 5 cours :
Analyse et
inférence statistique
Web
analytique
UX : fondements
et mesures
1 2
conception des
systèmes d’information
4
3
Réalisation
d’un projet EN UX
5

18. © Copyright Tech3Lab 2015
What is eye-tracking?

19. © Copyright Tech3Lab 2015
Tobii EyeTracker X60
© Copyright Tech3Lab 2015

20. © Copyright Tech3Lab 2015
Tobii EyeTracker X60
© Copyright Tech3Lab 2015

21. © Copyright Tech3Lab 2015
Source: http://eyetracking.me/?page_id=9
What is Eye Tracking

22. (A)
(B)
Figure 1. Illustration of pupillary responses in cognitive task
execution, (A) Mental multiplication task and pupil size change, (B)
Difficulty effect on pupil dilation evoked by mental multiplication of
two numbers displayed together for eight seconds (adopted from
Klingner's Dissertation (Figure 5.5) [1]).
cognitive tasks. Figure 1(A) illustrates cognitive tasks (easy,
Source: Hossein & Yeasin, 2014

23. © Copyright Tech3Lab 2015
Processing order:
Gaze path

24. © Copyright Tech3Lab 2015
Visual attention:
Heatmap

25. © Copyright Tech3Lab 2015
Traditionnel approach Tech3Lab approach

26. © Copyright Tech3Lab 2015
Attentional heatmap in during software interaction

27. © Copyright Tech3Lab 2015
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 1
2 2
3

28. © Copyright Tech3Lab 2015
Mobile Eye-tracking
Assessing attention and
behaviour in software and
mechanical development

29. © Copyright Tech3Lab 2015
Understanding
problem solving
Assessing selective attention
in a multiplan environment

30. © Copyright Tech3Lab 2015

33. Project Photobooth
Pierre-Majorique Léger
Sylvain Sénécal
Marc Fredette
Francois Courtemanche
Confidential

34. Courtemanche, F., et al., Method and Product for
Visualizing the Emotions of a User, in Provisional patent
application 2015. p. p. 14.

35. The Problem

36. The Vision
Copyright HEC Montréal 2015 - CONFIDENTIEL

37. Copyright HEC Montréal 2015 - CONFIDENTIEL

38. Conclusion

39. © Copyright Tech3Lab 2015
Example of industrial research
financial assistance

40. Thank you!