The Evolution of Usability Testing - Measuring Emotions - Plastic Mobile

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at Qualitative360 North America 2014 1-3 April 2014, Toronto, Canada This event is proudly organised by Merlien Live Check out our upcoming events by visiting http://qual360.com/

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APRIL 1-3, 2014 TORONTO
Organized by Workshop Sponsors
Association & Media Partners

The Evolution of Usability Testing:
MEASURING EMOTIONS
Parisa Durrani

Strategic Planner
@parisadurrani
!
parisa@plasticmobile.com
Salome Sallehy

Director of Marketing
@salomesallehy
!
salome@plasticmobile.com

UX
Testing
A/B
Testing
Heuristic
Evaluation
Explorative
Usability Testing

‘Fast’ Subconscious Thinking
‘Slow’ Subconscious Thinking

BUT ACT ON HOW
YOU FEEL
YOU SAY WHAT YOU THINK

What Does Neuromarketing
Mean to Mobile?

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

2.HOW CAN WE PREDICT BEHAVIOUR?
1.WHAT’S BENEATH THE SURFACE?
HOW CAN WE OPTIMIZE CONTENT?
3.

Mobile
Purchase Path
Launch Browse Select Purchase Checkout

We Don’t Always
Say What We Mean
KEY FINDING #1:

BEFORE
PIZZA PIZZA
BEST BUY
HYATT
AFTER
PIZZA PIZZA
BEST BUY
HYATT

Usability testing
requires a combination
of methods

QUESTIONS?
Parisa Durrani

Strategic Planner
@parisadurrani
!
parisa@plasticmobile.com
Salome Sallehy

Director of Marketing
@salomesallehy
!
salome@plasticmobile.com

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The Evolution of Usability Testing - Measuring Emotions - Plastic Mobile

1. APRIL 1-3, 2014 TORONTO

2. APRIL 1-3, 2014 TORONTO Organized by Workshop Sponsors Association & Media Partners

4. The Evolution of Usability Testing: MEASURING EMOTIONS Parisa Durrani Strategic Planner @parisadurrani ! parisa@plasticmobile.com Salome Sallehy Director of Marketing @salomesallehy ! salome@plasticmobile.com

5. U S A B I L I T Y T E S T I N G

6. Usability testing is paramount

7. UX Testing A/B Testing Heuristic Evaluation Explorative Usability Testing

8. 95% of behaviour is driven by emotion

9. ‘Fast’ Subconscious Thinking ‘Slow’ Subconscious Thinking

10. ‘Fast’ Subconscious Thinking ‘Slow’ Subconscious Thinking

11. BUT ACT ON HOW YOU FEEL YOU SAY WHAT YOU THINK

12. What Does Neuromarketing Mean to Mobile?

13. 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

14.

15. 2.HOW CAN WE PREDICT BEHAVIOUR? 1.WHAT’S BENEATH THE SURFACE? HOW CAN WE OPTIMIZE CONTENT? 3.

16. THE SCIENCE BEHIND MOBILE DESIGN

17. P I Z Z A P I Z Z A

18. Mobile Purchase Path Launch Browse Select Purchase Checkout

19. We Don’t Always Say What We Mean KEY FINDING #1:

20. Apps Inﬂuence Brand Perception KEY FINDING #2:

21. BEFORE PIZZA PIZZA BEST BUY HYATT AFTER PIZZA PIZZA BEST BUY HYATT

22. Every Inch Matters KEY FINDING #3:

23.

24. LEARNINGS

25. Creating a successful study takes two

26. Even Experts don’t know it all

27. Usability testing requires a combination of methods

28. QUESTIONS? Parisa Durrani Strategic Planner @parisadurrani ! parisa@plasticmobile.com Salome Sallehy Director of Marketing @salomesallehy ! salome@plasticmobile.com

29. APRIL 1-3, 2014 TORONTO Organized by Workshop Sponsors Association & Media Partners

30. APRIL 1-3, 2014 TORONTO

The Evolution of Usability Testing - Measuring Emotions - Plastic Mobile

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