1.
Jennifer Romano Bergstrom, PhD
UX Research Leader
Fors Marsh Group
John Whalen, PhD
Principal, Strategy & User Experience
Brilliant Experience
July 10, 2014 | DCWW
Get Inside Their Heads: How to
Use Psychology to Solve UX
Problems
Get Inside Their Heads: How to
Use Psychology to Solve UX
Problems

2.
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July 10, 2014 | DCWW
How Many Participants?
Introductions
@romanocog @brlexp

3.
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July 10, 2014 | DCWW
2014.userfocus.org
@romanocog @brlexp

4.
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July 10, 2014 | DCWW
eyetrackingux.com
@romanocog @brlexp

5.
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July 10, 2014 | DCWW
User Experience Design (P. Morville): http://semanticstudios.com/publications/semantics/000029.php
User ExperienceUser Experience
@romanocog @brlexp

6.
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July 10, 2014 | DCWW
OBSERVATIONA
L
+ Ethnography
+ Time to complete task
+ Reaction time
+ Selection/click behavior
+ Ability to complete tasks
+ Accuracy
IMPLICIT
+ Facial expression analysis
+ Eye tracking
+ Electrodermal activity (EDA)
+ Behavioral analysis
+ Linguistic analysis of
verbalizations
+ Implicit associations
+ Pupil dilation
EXPLICIT
+ Post-task satisfaction
questionnaires
+ In-session difficulty ratings
+ Verbal responses
+ Moderator follow up
+ Real-time +/- dial
@romanocog @brlexp
UX DataUX Data

7.
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July 10, 2014 | DCWW 7
Modern eye tracking
Modern Eye TrackingModern Eye Tracking

8.
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July 10, 2014 | DCWW Krug, S. (2000). Don’t Make Me Think **NEW 3rd
Edition (2014)**
@romanocog @brlexp
What we design for…and realityWhat we design for…and reality

9.
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July 10, 2014 | DCWW
• Poor planning
• “It’s all about me.” (Redish: filing cabinets)
• Human cognitive limitations
• Memory and Perception
• Primacy
• Recency
• Chunking
• Patterns
@romanocog @brlexp
UX Design FailuresUX Design Failures

10.
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July 10, 2014 | DCWW http://www.cc.gatech.edu/gvu/user_surveys/
Note: We don’t have much confidence in the totals for ages 5-
7 because it appears that some respondents chose these
responses rather than scroll through the list to their correct
age.
@romanocog @brlexp
Why is Design Important?Why is Design Important?

11.
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July 10, 2014 | DCWW 11
@romanocog @brlexp
Humans Seek PatternsHumans Seek Patterns

12.
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July 10, 2014 | DCWW
@romanocog @brlexp
Mental Models & Repeating BehaviorMental Models & Repeating Behavior

13.
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July 10, 2014 | DCWW
• “I’m going to click
on it, but it's not
doing anything.
That is annoying.”
• “Do these not
work?”
Clicks along the bottom of the PC homepage showing that participants expected the icons to be working links.
Homepage on
the iPad
website does
not display the
clickable links
below each
icon.
@romanocog @brlexp
Mental Models & Repeating BehaviorMental Models & Repeating Behavior
Bristol, K., Romano Bergstrom, J. & Link, M. (2014). Eye Tracking the User Experience of a Smartphone and Web Data
Collection Tool. Paper presentation at the AAPOR Conference, Anaheim, CA, May 2014.

14.
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July 10, 2014 | DCWW
@romanocog @brlexp
Logical NavigationLogical Navigation

15.
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July 10, 2014 | DCWW
• “Where and how you click is a bit counter-intuitive. [It’s] not super obvious
which button to click to get to next sections.”
• “I feel like the ‘Next’ should be at the bottom and not the top.”
Intuitive ‘Next’ button location Non-intuitive ‘Next’ button location
@romanocog @brlexp
Confusing NavigationConfusing Navigation
Bristol, K., Romano Bergstrom, J. & Link, M. (2014). Eye Tracking the User Experience of a Smartphone and Web Data
Collection Tool. Paper presentation at the AAPOR Conference, Anaheim, CA, May 2014.

16.
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July 10, 2014 | DCWW
Game Design
Understanding Age-Related Differences
Form Design
E-commerce
Romano Bergstrom & Schall (Eds). 2014. Eye Tracking in User Experience Design. Morgan Kaufmann.
@romanocog @brlexp
AttentionAttention

17.
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July 10, 2014 | DCWW
@romanocog @brlexp
AttentionAttention
Tablet App
Tablet Website
Android App
Bristol, K., Romano Bergstrom, J. & Link, M. (2014). Eye Tracking the User Experience of a Smartphone and Web Data
Collection Tool. Paper presentation at the AAPOR Conference, Anaheim, CA, May 2014.

18.
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July 10, 2014 | DCWW
@romanocog @brlexp
AttentionAttention
Olmsted-Hawala, E. L., Romano Bergstrom, J. C., & Chen, J. M. (2011). A high-fidelity usability evaluation of iteration 3 of
the new American FactFinder Web site: Increased functionality. Center for Survey Measurement, Research and
Methodology Directorate (Survey Methodology #2011-12). US Census Bureau. Available online at
<http://www.census.gov/srd/papers/pdf/ssm2011-12.pdf>.

19.
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July 10, 2014 | DCWW
@romanocog @brlexp
Theory of MindTheory of Mind

20.
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July 10, 2014 | DCWW
Gaze plot of 60 seconds of engagement from four participants
on the Loan Rehabilitation page who scanned the text without
reading it thoroughly.
Gaze plot of 60 seconds of engagement from four participants on the
Contact Your Servicer page who read most of the text.
@romanocog @brlexp
Reading/ScanningReading/Scanning

21.
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July 10, 2014 | DCWW
10-second gaze plots from a participant comparing accounts. This
participant spent about 3 minutes on this page.
@romanocog @brlexp
ScanningScanning

22.
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July 10, 2014 | DCWW 22
@romanocog @brlexp
Processing OrderProcessing Order
Walton, L., Romano Bergstrom, J., Hawkins, D., & Pierce, C. (2014). User Experience Testing and Eye Tracking Inform Paper
Diary Design. Paper presentation at the Human Computer Interaction International Conference, Crete, Greece, June 2014.

23.
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July 10, 2014 | DCWW
How Many Participants?
But why can’t people describe it?
@romanocog @brlexp
John is going to tell us more…