Biometrics in UX Research: The Next Big Step
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My talk from the 2015 Big Design Conference in Dallas, TX. Discusses how the use of biometric capture devices may give us a new tool in our user experience research toolkit.
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Biometrics in UX Research: The Next Big Step
- 1. 1 PREPARED BY BIOMETRICS IN UX RESEARCH: THE NEXT BIG STEP September 19, 2015 Big Design Conference Dan Berlin, Managing Director, Experience Research
- 2. 2 Biometrics in UX Research: The Next Big Step Today’s Talk • State of UX Research Today • What are Biometrics? • Using Biometrics for UX Research • Biometric Research Going Forward
- 3. 3 Biometrics in UX Research: The Next Big Step Hi! I’m Dan Berlin • BA in Psychology from Brandeis U. • Seven years of tech support • Participant in a usability study and discovered the world of UX • Quit my job • Did a 2.5 year program at Bentley U. to get an MBA and MS in Human Factors in Information Design • Have been doing UX research for eight years • Managing Director of Experience Research at Mad*Pow, a design agency in New England
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- 5. 5 Biometrics in UX Research: The Next Big Step State of UX Research TodayUX Research Today
- 6. 6 Biometrics in UX Research: The Next Big Step State of UX Research TodayUX Research Today One on one In-Depth-Interviews (IDIs)
- 7. 7 Biometrics in UX Research: The Next Big Step State of UX Research TodayUX Research TodayUX Research Today In-situ observation (ethnography)
- 8. 8 UX Research Today Observation in the wild
- 10. 10 Observation in the wild
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- 16. 16 Biometrics in UX Research: The Next Big Step Automated Usability Studies
- 17. 17 Biometrics in UX Research: The Next Big Step Eye Tracking Has Come A Long Way
- 18. 18 Biometrics in UX Research: The Next Big Step Eye Tracking Has Come A Long Way
- 19. 19 Biometrics in UX Research: The Next Big Step How Eye Tracking Works
- 20. 20 Biometrics in UX Research: The Next Big Step
- 21. 21 Heat Map
- 23. 23 Biometrics in UX Research: The Next Big Step Eye Tracking as a Comparison Tool (Galfino, et al., 2012)
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- 25. 25 Where are people looking at a given point in time?
- 27. 27 Biometrics in UX Research: The Next Big Step What Are Biometrics?
- 28. 28 Biometrics in UX Research: The Next Big Step What Are Biometrics?
- 29. 29 Biometrics in UX Research: The Next Big Step What Are Biometrics? Galvanic Skin Response (GSR) • Measures stress levels via skin’s electrical conductivity
- 30. 30 Biometrics in UX Research: The Next Big Step What Are Biometrics? Blood Volume Pulse (BVP) • Measures valence (positive or negative stress) via amount of blood in the fingertips (Scheirer, Fernandez, Klein, & Picard, 2002)
- 31. 31 Biometrics in UX Research: The Next Big Step What Are Biometrics?
- 32. 32 Biometrics in UX Research: The Next Big Step What Are Biometrics?
- 33. 33 Biometrics in UX Research: The Next Big Step What Are Biometrics?
- 34. 34 Biometrics in UX Research: The Next Big Step What Are Biometrics?
- 35. 35 Biometrics in UX Research: The Next Big Step What Are Biometrics?
- 36. 36 Biometrics in UX Research: The Next Big Step Fun & Games
- 37. 37 USING BIOMETRICS FOR UX RESEARCH
- 38. 38 Biometrics in UX Research: The Next Big Step Seeking a New Tool (Rohrer, 2014)
- 39. 39 Biometrics in UX Research: The Next Big Step Seeking a New Tool (Rohrer, 2014)
- 40. 40 Biometrics in UX Research: The Next Big Step Measuring Emotion • Arousal (stress) • Calm to excited • Valence (affect) • Positive to negative (Posner, Russell, & Peterson, 2005)
- 41. 41 (Ward, Marsden, Cahill, & Johnson, 2002)
- 42. 42 Biometrics in UX Research: The Next Big Step Using Biometrics for UX Research
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- 45. 45 Biometrics in UX Research: The Next Big Step Best Practices
- 46. 46 Biometrics in UX Research: The Next Big Step Best Practices • Inform the recruiter and respondents informed about the use of biometric tools • Explain the sensors to participants as you attach them • Minimize distractions, including outside noise
- 47. 47 Biometrics in UX Research: The Next Big Step Running the Study • Start with a resting period • Surfing the web or reading a magazine • Do an easy, baseline task then move on to the stimulus task • Ideally, this is done before each stimulus, but okay if not Baseline Task (1 min) Stimulus Task Stimulus Task Ideal AcceptableResting (5 mins)
- 48. 48 Biometrics in UX Research: The Next Big Step Analyzing Data • Data over time • Normalize the data and plot it over time to find trends and events • Significant events • Determine % change from baseline and find spikes/dips • Specific events • Look at the data during the time the participant was interacting with something specific
- 49. 49 GOING FORWARD
- 50. 50 Biometrics in UX Research: The Next Big Step More Research is Needed… Much More • Does it all work as expected? Does it behave as the literature shows? • Recreate the studies of the early 2000s with modern equipment and interfaces • What additional value does it provide beyond current qualitative measures? At what cost? • Comparative studies between traditional usability studies and biometric studies • What methods work best? What methods don’t work well? • Comparative studies between different moderation and analysis methods
- 51. 51 Biometrics in UX Research: The Next Big Step More Research is Needed… Much More • The equipment and software is getting cheaper by the day • Anyone can do this type of research • Don’t forget to tell us what does and doesn’t work!
- 52. 52 Biometrics in UX Research: The Next Big Step For More Information Eye Tracking: A comprehensive guide to methods and measures. Kenneth Holmqvist, et. al., Oxford University Press, 2011. Eye Tracking the User Experience. Aga Bojko, Rosenfeld Media, 2013. Eye Tracking in User Experience Design. Jennifer Romano-Bergstrom & Andrew Schall, Morgan Kaufman, 2014.
- 53. 53 Biometrics in UX Research: The Next Big Step For More Information Psychophysiology: Human Behavior & Physiological Response. John L. Andreassi, Psychology Press, 2006. The Handbook of Psychophysiology. John Cacioppo, Louis G. Tassinary, & Gary G. Berntson, 2007.
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- 55. 55 Biometrics in UX Research: The Next Big Step References Galfino, G., Dalmaso M., Marzoli D., Pavan, G., Coricelli C., & Castelli L. (2012). Eye gaze cannot be ignored (but neither can arrows). Quarterly Journal of Experimental Psychology, 65(10), 1895- 1910. doi: 10.1080/17470218.2012.663765 Posner, J., Russell JA., Peterson, BS. (2005 Summer) The circumplex model of affect: an integrative approach to affective neuroscience, cognitive development, and psychopathology. Development and Psychopathology, 17(3), 715-734. Rohrer, C. (2014, October 12). When to Use Which User-Experience Research Methods. Retrieved from: http://www.nngroup.com/articles/which-ux-research-methods Scheirer, J., Fernandez, R., Klein, J., & Picard, R. (2002). Frustrating the User on Purpose: A Step Toward Building an Affective Computer. MIT Media Laboratory Perceptual Computing Section Technical Report No. 509. Retrieved from: http://vismod.media.mit.edu/tech-reports/TR-509.pdf Ward, R., Marsden, P., Cahill, B., & Johnson C. (2002). Physiological Responses to Well-Design and Poorly Designed Interfaces. Proceedings of CHI 2002 Workshop on Physiological Computing. Minneapolis, MN, USA.
Notas del editor
- Often, participants say things to please the moderator or generally adhering to their cognitive biases
- How many people here have benefitted from UX research of some nature? If room allows: get people to give examples
- Explain what the picture is showing This is the setting for the most common UX research People are most familiar with usability studies and user interviews Formative interviews, formative/evaluative/summative usability Watch from the observation room, bang on the glass
- Lab-based studies are but one venue It’s good to observe people in their natural habitat, instead of the artificial lab That way, we get to see how they really do things – not just what they tell us: where they keep supplies, how they handle medicine or storing things
- Users do crazy things that they may not be willing to tell us – so go watch them without them knowing (within reason, of course)
- Going forward here, it may seem like I don’t like qualitative methods – I do, they’re great They allow us to ask probing questions based on user feedback and behavior In no other setting do we get to ask “Why”, which is a very important question
- But qualitative data can be hard to analyze Oftentimes, it comes down to how many times a concept was mentioned by the different participants Word cloud are pretty, and clients love seeing them, but they really aren’t great analysis tools – it is the presentation layer
- Affinity diagramming is another great qualitative tool Can organize and categorize concepts to find trends
- Those are all great methods, but I’m a big fan of the spreadsheet List and prioritize your findings & count how many participants encountered or mentioned the finding Good way to keep track when transferring findings to the report Always start with findings, not recommendations
- Once all documented, can move to the report Always have actionable recommendations, based on the findings For usability studies all of the findings are based on what users say and what the moderator observed them do And this is great! Tried and true, get us good data, and has helped to improve countless interfaces
- Qualitative methods are great, but researchers have been searching for a quantitative measure of usability for years Clients love numbers – “prove to me” that one interface is better than another Traditionally, we’ll compare the number of usability issues between interfaces, or ask participants to opine about different interfaces Typically, qualitative data doesn’t provide the “proof” that many clients are looking for
- Over the past few years many companies have appeared offering automated usability studies These are online studies that allow us to collect usability data from a large number of people – allows for statistical significance And they’re great, for the most part
- Eye tracking is the other quantitative method that has been around for quite some time and is only picking up steam over the past few years Eye tracking devices are not only getting more comfortable for participants, but are also drastically reducing in price Old and new eye trackers follow the same basic principle: follow the pupil to determine where the user is looking These are two head-mounted eye trackers; both use a scene camera to capture the participants’ view of view and an ocular to track the pupil
- Javal (1878) described eye movements during reading - used a mirror and the naked eye Tied to cognition in the 70s Personal computers in the 80s Goldberg and Kotval first tied eye tracking to usability metrics in 1999
- Corneal reflection was used as long ago as 1901 Infrared light and cameras track participants’ pupil via light reflection So, have to screen out respondents with eye problems
- The number of eye trackers has exploded in the past 2-3 years Used to be $40,000 for a behemoth of a unit Can now get a small, $100 eye tracker that works quite well Trick is in the software; need good software to interpret the hardware’s data Goggles for real-world; remote for on-screen
- Eye tracking has shown us some cool stuff about how humans interact with websites and other interfaces People tend to look at faces F-pattern
- Not here to argue whether eye tracking is worth it for UX research – plenty of debate there Gaze plot allows us to see where one individual looked, in what order, and for how long
- So let’s take a step back, forget about the traditional eye tracking metrics (fixations per second, fixation duration, time to 1st fixation) At it’s most basic, eye trackers allow us to see where people are looking at a given point of time, which sets us up to collect biometric information
- Whenever I say biometrics, many people tell me that they think I’m talking about the things used for security products
- Yes, those are biometrics, but not the ones were talking about
- Mainly looking at two body traces: GSR and heart rate When we get stressed, we sweat, which increases the electrical conductivity of the skin GSR capture devices allow us to measure the amount of conductivity by examining the resistance between two points There’s a small gap after the participant experiences something before GSR reacts Has been tied to cognitive load and overall stress
- BVP is the measure of the amount of blood in our fingertips When we have negative stress, blood rushes from our extremities to our vital organs – prepares us to run away from the lion Positive stress = blood goes to the extremities (blushing)
- You’re all probably wondering if all of this looks like something out of A Clockwork Orange
- It doesn’t
- Shimmer, Affectiva, Empatica, Journey to Wild Devine, heart rate ear clip for iPhone app