The Evolution of Usability Testing - Measuring Emotions - Plastic Mobile
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Transcript of The Evolution of Usability Testing - Measuring Emotions - Plastic Mobile
![Page 1: The Evolution of Usability Testing - Measuring Emotions - Plastic Mobile](https://reader034.fdocuments.in/reader034/viewer/2022042615/55d511c9bb61eb6d2e8b46a7/html5/thumbnails/1.jpg)
APRIL 1-3, 2014 TORONTO
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APRIL 1-3, 2014 TORONTO
Organized by Workshop Sponsors
Association & Media Partners
![Page 3: The Evolution of Usability Testing - Measuring Emotions - Plastic Mobile](https://reader034.fdocuments.in/reader034/viewer/2022042615/55d511c9bb61eb6d2e8b46a7/html5/thumbnails/3.jpg)
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T h e E v o l u t i o n o f U s a b i l i t y T e s t i n g :
MEASUR ING EMOT IONS
Parisa DurraniStrategic Planner
@parisadurrani !
Salome SallehyDirector of Marketing @salomesallehy [email protected]
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U S A B I L I T Y T E S T I N G
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Usability testing is paramount
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UX Testing
A/B Testing
Heuristic Evaluation
Explorative Usability Testing
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95% of behaviour is driven by emotion
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‘Fast’ Subconscious Thinking
‘Slow’ Subconscious Thinking
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‘Fast’ Subconscious Thinking
‘Slow’ Subconscious Thinking
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BUT ACT ON HOW YOU FEEL
YOU SAY WHAT YOU THINK
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What Does Neuromarketing Mean to Mobile?
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Neuroscience Biometrics
16 nodes EEG headset to capture activity across all regions in the brain
Eye tracking device to measure pupil dilation and track visual hot zones
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2.HOW CAN WE PREDICT BEHAVIOUR?
1.WHAT’S BENEATH THE SURFACE?
HOW CAN WE OPTIMIZE CONTENT?3.
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T H E S C I E N C E B E H I N D M O B I L E D E S I G N
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P I Z Z A P I Z Z A
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Mobile Purchase Path
Launch Browse Select Purchase Checkout
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We Don’t Always Say What We Mean
KEY FINDING #1:
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Apps Influence Brand Perception
KEY FINDING #2:
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BEFORE
PIZZA PIZZA
BEST BUY
HYATT
AFTER
PIZZA PIZZA
BEST BUY
HYATT
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Every Inch Matters
KEY FINDING #3:
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L E A R N I N G S
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Creating a successful study takes two
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Even Experts don’t know it all
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Usability testing requires a combination
of methods
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QU ES T I O NS ?
Parisa DurraniStrategic Planner
@parisadurrani !
Salome SallehyDirector of Marketing @salomesallehy [email protected]
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APRIL 1-3, 2014 TORONTO
Organized by Workshop Sponsors
Association & Media Partners
![Page 30: The Evolution of Usability Testing - Measuring Emotions - Plastic Mobile](https://reader034.fdocuments.in/reader034/viewer/2022042615/55d511c9bb61eb6d2e8b46a7/html5/thumbnails/30.jpg)
APRIL 1-3, 2014 TORONTO