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Measuring emotional engagement is becoming an increasingly important aspect of interaction design. In order to truly measure the emotional impact that an experience is creating, UX researchers and designers need to have an understanding of methods that can accurately capture this information. Equally important to knowing what emotional responses are being created are ways to enhance or focus the emotional experience. A new branch of user experience research that includes physiological responses is on its way. This workshop will start a dialog on how these new tools can be applied to the UX field.
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UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 1
New Methodsfor Measuring Emotional Engagement
Andrew Schall@andrewschall
UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall
Andrew Schall.
Vice President of UX, SPARK Experience
Co-Author, Eye Tracking in User Experience Design
President, UXPA of Washington DC
UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall
A workshop is meant to:
React to
Create
Refine
Ideas
UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 4
HOW DO WE EVALUATE EMOTION?What methods exist to understand how our users are feeling?
UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 5
You Can’t Accurately Ask About Emotions
Current methods for evaluating emotion are limited to what a user selectively self reports to the study facilitator.
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You Can’t Accurately Ask About Emotions
Emotion is not primarily a language-based experience; conscious effort is required to put experience into words.
UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 7
BIO/NEURO METRICSHow can UX researchers apply this technology to study emotions?
UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall
Disclaimer: I am not a neuroscientist or human physiologist.
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EyeTracking.Eye Tracking is critical for any emotional analysis. Eye tracking can tell us:
Time & Location• Where they looked• When they looked
Engagement Level• How long they looked• How frequently they
looked
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EyeTracking.
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• HELPS YOU UNDERSTAND WHAT THE USER IS PAYING ATTENTION TO
• EASY DATA COLLECTION• SOFTWARE-GENERATED VISUALS
PROS
• TELLS YOU WHAT BUT NOT WHY
CONS
EyeTracking.
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BrainActivity.Electroencephalography is a way to measure brain activity with sensors on the head.
Brainwaves can be interpreted to understand core emotions:
• Happiness/Sadness• Excitement/Boredom• Frustration/Relaxation
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BrainActivity.
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BrainActivity.
• BROAD SPECTRUM OF EMOTIONS• ABILITY TO COLLECT VALENCE• RELATIVELY FAST & EASY TO
SETUP
PROS
• RAW DATA CAN BE NOISY• TIME-CONSUMING & COMPLEX
TO ANALYZE• DATA CAN BE MISINTERPRETED
CONS
UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 1 5
SkinConductivity.The sensor measures small changes in user’s skin conductance (GSR). These sweat gland changes are directly related to the Sympathetic Nervous System activation, also known as the fight or flight response.
UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 1 6
SkinConductivity.When a user becomes frustrated, excited, anxious, stressed, etc. their skin conductance will spike.
UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 1 7
SkinConductivity.
• EASY TO SETUP• MINIMALLY INTRUSIVE• DATA ANALYSIS LESS
COMPLEX• FOCUS ON AROUSAL &
STRESS
PROS
• DELAYED REACTION• LIMITED RANGE OF
EMOTIONS• CAN NOT MEASURE
VALIENCE
CONS
UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 1 8
PupilResponse.
http://www.scientificamerican.com/article/eye-opener-why-do-pupils-dialate/
Pupilametry is used to measure the real-time diameter of the changes in pupil size. This can be used to detect emotions:
• Mental workload• Frustration/Stress• Arousal/Interest
UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 1 9
PupilResponse.
Research shows that the worst time to interrupt anyone is when they have the highest memory load. Pupillometry studies have shown that interruptions during peak loads cause the biggest disruption.
Shamsi T. Iqbal, Xianjun Sam Zheng, and Brian P. Bailey. 2004. Task-evoked pupillary response to mental workload in human-computer interaction. In CHI '04 Extended Abstracts on Human Factors in Computing Systems
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PupilResponse.
• EYE TRACKER ALREADY COLLECTS IT
• STRAIGHTFORWARD ANALYSIS
• FOCUS ON AROUSAL & STRESS
PROS
• HIGHLY SUBJECT TO LIGHTING VARIABILITY
• CAN NOT DETECT VALENCE
CONS
UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 2 1
FacialAnalysis.
Facial expression recognition uses a simple webcam and software to identify facial expressions people display.
It can detect a wide range of emotions:
• Happiness• Sadness• Angry• Frustration• Confusion
UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 2 2
FacialAnalysis.
The software looks at facial action units that are then combined to identify specific emotions.
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FacialAnalysis.
• AUTOMATIC CODING OF FACIAL EXPRESSIONS
• CAN DETECT VALENCE• WORKS WITH ANY WEBCAM
PROS
• INCONSISTENT RESULTS• MAY REQUIRE LARGER
SAMPLE SIZE TO ACCOUNT FOR VARIANCES
CONS
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DataAnalysis.
iMotions Attention Tool Noldus Research Suite
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TakeAways.
Major opportunities to use bio/neurometrics to understand users’ emotions in the context of user experience.
Tools are rapidly improving in terms of easy of data collection and analysis…but still a long way to go.
Be aware of the current limitations and challenges of using this technology.
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02 /
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YourVoice.
What are the best applications for biometric measurements in UX research?
What are the practical considerations/issues with using these tools for UX research?
How do we design an effective study to measure emotion for UX evaluation?
Is this the future of UX research?
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02 /
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GROUP ACTIVITYWhat are the best applications for biometric measurements in UX research?
UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 2 8
GROUP ACTIVITYWhat are the practical considerations/issues with using these tools for UX research?
UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 2 9
GROUP ACTIVITY
How do we design an effective study to measure emotion for UX evaluation?
UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 3 0
GROUP ACTIVITY
Is this the future of UX research?
UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 3 1
OPEN FORUM
What are your ideas, questions, concerns about this kind of research?
