UX Antwerp Meetup, 25th of October 2016 - Remy Florean, UX researcher at BNP Paribas "User research : tracking brain's behavior & eyes movements" Predicting what the users will do or what they will look at or how they will behave on digital interfaces is not an easy task. To help us better understand their behavior, user research is one of the keys. Remy will give you a short overview about the eye tracking tool, why and how to use it, and go through some interesting examples and tricks to show you what’s hidden in your brain. – Remy Florean is an Italian born in Belgium; he is passionate about how the brain works and how to use behavioural psychology to improve digital products. UX designer & user research expert, he has worked on projects for different companies such as BNP Paribas Fortis, Sony, Makro, Edenred or even the European Council. Recently, he founded DUX Lab, a professional user research agency.

1. User research :
tracking brain's behavior & eyes
movements
UX Antwerp Oct. 2016 - R. Florean

4. Eye tracking
Why ? When ?What ?
UX Antwerp Oct. 2016 - R. Florean

5. What ?

9. Why ?

10. The human brain in a few numbers
• 52 areas (brain cartography by Brodmann)
• 86 to 100 billion neurons
• 5 to 60.000 synapses per neuron
• 40 billion informations processed per second
UX Antwerp Oct. 2016 - R. Florean

11. Heartbeat
Salivate
Breathe
Blink
Drive
Talk
Walk
Scratch
Yawn
UX Antwerp Oct. 2016 - R. Florean

12. Conscious (5-10%)
Unconscious (90-95%)
UX Antwerp Oct. 2016 - R. Florean

13. Alfred Yarbus
• Russian psychologist
• Studied eye movement in the 50s - 60s
• True pioneer in the field
UX Antwerp Oct. 2016 - R. Florean

14. 14

16. UX Antwerp Oct. 2016 - R. Florean

17. UX Antwerp Oct. 2016 - R. Florean

18. Aoccdrnig to rscheearch at Cmabrigde
Uinervtisy, it deosn't mttaer in waht
oredr the ltteers in a wrod are, the olny
iprmoetnt tihng is taht the frist and lsat
ltteer be at the rghit pclae.
UX Antwerp Oct. 2016 - R. Florean

19. When ?

20. Get deeper answers
• Where participants expected to find certain elements
• Whether participants noticed a particular element - such as a link, button, advertising,…
• Whether elements are distracting in a negative way
• How efficiently a design guides participants through a task
• Which content participants read
• How participants read - in detail or by scanning
UX Antwerp Oct. 2016 - R. Florean

21. UX Antwerp Oct. 2016 - R. Florean

23. Type of eye fixations
Vision
50-100 ms
Support
< 50 ms
Reading
100-250 ms
Cognition
> 250 ms
UX Antwerp Oct. 2016 - R. Florean

25. • Gives answers to more questions
• More « scientific » results
• Data : metrics & maps
• User can focus on the task
• Requires most « advanced » test
material
• More expensive
• More time consuming (for the set
up and the report)
• Can be inaccurate
• Tool is not always working
properly
• More stressful, difficult to make
the user feel at ease and act
normally
ConsPros
UX Antwerp Oct. 2016 - R. Florean

26. Conclusion

27. Is it worth it ?
• Start with quicker, easier and cheaper solutions.
• To be used when reaching a certain level of quality.
• Like every tool, you need an expert.
• Can be used as a « political » lever.
UX Antwerp Oct. 2016 - R. Florean

28. Readings
• Thinking fast and slow, Daniel Kahneman
• 100 things every designer needs to know about people, Susan Weinschenk
• Eye tracking the user experience, Aga Bojko
• Eyetracking web usability, Jakob Nielsen & Kara Pernice
UX Antwerp Oct. 2016 - R. Florean

29. Any questions ?
Contact :
remy@florean.be
remy@dux.agency
Twitter @duxlab
Add me on LinkedIn
UX Antwerp Oct. 2016 - R. Florean