presentation to canadian university council of chief information officers (cuccio)

PIERRE-MAJORIQUE LÉGER, Ph.D.Co-director, Tech3LabDepartment of Information Technologies, HEC Montréal

Canadian University Council of Chief Information Officers, November 17th 2015

HEC Montréal Tech3Lab :

Using neuroscience to inform user experience research

© Copyright Tech3Lab 2015

Prof. Pierre-Majorique Léger, Ph.D.

Full ProfessorDirector ERPsim LabCo-director Tech3Lab [email protected]

GRAD STUDIES

POST-DOCTORATE

LABS VISITING PROFESSOR

Lab Serious games to learn enterprise systems and business analytics

https://www.researchgate.net/profile/Pierre-Majorique_Leger

EASE OF USE?

© Copyright Tech3Lab 2015© Copyright Tech3Lab 2015

EASE OF USE?


Charland, P., Léger, P. M., Sénécal, S., Courtemanche, F., Mercier, J., Skelling, Y., & Labonté-Lemoyne, E. (2015). Assessing the Multiple Dimensions of Engagement to Characterize Learning: A Neurophysiological Perspective. JoVE (Journal of Visualized Experiments), (101), e52627-e52627.


UXManaging Business User Experience

BUSINESS INTELLIGENCE

MARKETING AND ELECTRONIC COMMERCE

INFORMATION TECHNOLOGIES

INNOVATION 2013


Financing Agencies


Tech3Lab 2015 : The most important UX Lab in North America


Tech3Lab 2015


SECTION 1

Emotion and Attention SECTION 2

Learning and AdaptationSECTION 3

Mobile and Tactile InteractionsSECTION 4

Simulation & Gaming

SECTION 1 Emotion and Attention


What is eye-tracking?


Tobii EyeTracker X60



Source: http://eyetracking.me/?page_id=9

What is Eye Tracking


Processing order: Gaze path


Visual attention: Heatmap


!!

!

83(4'1'9+!120:0-!&'()*+!,"#$!'//)01*21+0!83(4'1'9+!120:0!"+207<!

Figure 1. Illustration of pupillary responses in cognitive taskexecution, (A) Mental multiplication task and pupil size change, (B) Difficulty effect on pupil dilation evoked by mental multi-plication of two numbers displayed together for eight seconds (adopted from Klingner's Dissertation (Figure 5.5) [1]).

(B)

(A)

Source: Hossein & Yeasin, 2014

Electrodermal activity


Emotional Heatmap

TECHNOLOGY DEVELOPED AT Tech3LabCourtemanche, F., et al., Method and Product forVisualizing the Emotions of a User, in Provisional patent application 2015. p. p. 14.

SECTION 2

Learning

Measuringbrain activity


1011

ALPHA relaxed/reflecting

alert/working

drowsy/ideating

sleep/dreaming

deep dreamless

BETA

THETA

DELTA


Astronaut/aquanaut Nicole P. Stott and Ross Hein, a professional aquanaut from the University of North Carolina at Wilmington (UNCW), assist University of Cincinnati physician Tim Broderick apply a net with electrodes for an electroencephalogram (EEG) study


ALPHA relaxed/reflecting

alert/working

drowsy/ideating

sleep/dreaming

deep dreamless

BETA

THETA

DELTA

Pope, Alan T., Edward H. Bogart, and Debbie S. Bartolome. “Biocybernetic system evaluates indices of operator engagement in automated task.” Biological psychology 40.1 (1995): 187-195.


Learning in the brain

Source: Hill and Schneider, 2006


HYPOTHESISReduce mental workload and increase emotional valence

MEASURES Electroencephalography, pupil dilation and automatic analysis of facial emotions

EXTEND THE ENGAGEMENT PERIOD IN ONLINE GROCERY SHOPPING

Researchers : Sylvain Sénécal et Pierre-Majorique Léger, (HEC Montréal)


EFFECT OF DESIGN RELATED NEGATIVE EMOTION IN EDUCATIONAL APPLICATIONS

Researcher : Pierre-Majorique Léger, Ph.D. (HEC Montréal) Industrial Partner : HMH Tribal Nova Funding : CRSNG EGP 485446 - 15

CARTE DE CHALEUR OCULOMÉTRIQUE

PARCOURS OCULAIRE

HYPOTHESISMaintain learner in a state compatible with perseverance

MEASURES Pupil dilation, eye fixation and pupil dilation


Monitoring learner’s engagement in real-time


Understanding problem solvingASSESSING SELECTIVE ATTENTION IN A MULTIPLAN ENVIRONMENT

SECTION 3 Mobile and Tactile Interactions

The effect of touching on advertising effectiveness

• NEEDFORTOUCH+• TACT ILEDEVICE=

• UPTO2XMORECHANCESTORECOGNIZEBRANDS

The impact of treadmill desk on cognition

Seated condition

Walking condition

Treamillhabituation

Reading taskwhile walking

Reading taskwhile seated

Adjustmentof equipment

5 min. 40 min. 10 min. 10 min. 10 min.EEG

Recall taskPost-

experimentalsurvey

▪ Proportion of EEG frequency band power for electrodes with significant differences between groups

Avec la permission de ICI Radio-Canada

Texting while walking:AN EXPENSIVE SWITCH COST

SECTION 4

Simulation & Gaming

Flow and cognitive absorption


ERPsim on SAP HANA

Now available on SAP HANA

Automated administrative tasks

Simulated market

Simulated passing of time

Business analytics

Business decisions

VIRTUAL SYSTEM PARTICIPANTSERP SYSTEM

1 12 23


Attentional heatmap in during software interaction

FLOW=D IFF ICULTYAND COMPET ENCY+

PSYCHOPHYS IOLOGICAL STAT EOFT HELEARNER

Predicting the flow state

16%

18%


Léger, Pierre-Majorique, et al. “Neurophysiological correlates of cognitive absorption in an enactive training context.” Computers in Human Behavior 34 (2014): 273-283.

FLOWOFPLAYER(A)=D IFF ICULTY+COMPET ENCY+

PLAYER(A)+PLAYER(B)

Predicting flow in multiplayer context

66%

Bastarache, Léger, Courtemanche, Sénécal and Fredette (2015) Measuring Flow Using Psychophysiological Data in a Multiplayer Gaming Context, Information Systems and Neuroscience, Lecture Notes in Information Systems and Organisation.


HYPOTHESISGenerate emotion compatible with engagement during the game tutorial

MEASURES

Electrodermal activity, eye tracking and heart rate

EFFECT OF TUTORIAL TYPE ON INTENTION TO USE MOBILE APPLICATION

Researcher : Pierre-Majorique Léger, Ph.D. (HEC Montréal) Industrial Partner : Hibernum Créations inc Funding : CRSNG EGP 484281 – 15

CARTE DE CHALEUR OCULOMÉTRIQUE

PARCOURS OCULAIRE

Conclusion


SECTION 1 Emotion and Attention SECTION 2

Learning and AdaptationSECTION 3

Mobile and Tactile InteractionsSECTION 4

Simulation & Gaming


Upcoming book at Springer: R. RIEDL, P.-M. LÉGER

Fundamentals of NeuroISInformation Systems and the Brain

Series: Studies in Neuroscience, Psychology and Behavioral Economics

▪ Provides the fundamentals of NeuroIS

▪ Guides the reader to theories and tools which are relevant for this field

▪ Contains tutorial-like illustrations which enhance understanding

▪ Written by experts in the field

Thank you!

presentation to canadian university council of chief information officers (cuccio)

Education