SFN 2019 Presentation : Method of and system for processing signals sensed from a user (U.S. Patent No. 10,368,741)

What do your
customers are
really experiencing
on your website?
Dr PIERRE-MAJORIQUE LÉGER
Dr SYLVAIN SÉNÉCAL
October 22nd
, 2019
SOCIETY FOR NEUROSCIENCE, CHIGACO

© Copyright Tech3Lab 2019
Pierre-Majorique Léger, Ph. D.
Lab Serious games to learn
enterprise systems and
business analytics
https://www.researchgate.net/profile/Pierre-Majorique_Leger
NSERC-Prompt
Industrial Research Chair
in User Experience
Director ERPsim Lab
Co-direct0r Tech3Lab
pml@hec.ca
GRADUATE STUDIES
POST-DOCTORATE
LABORATORIES FINANCIAL SUPPORT
GUEST PROFESSOR

Syvain Sénécal, Ph. D.
RBC Financial Group
Chair of E-commerce
Co-direct0r Tech3Lab
ss@hec.ca
GRADUATE STUDIES LABORATORIES FINANCIAL SUPPORT
CHAIRE DE COMMERCE
ÉLECTRONIQUE
RBC Groupe Financier
https://www.researchgate.net/profile/Sylvain_Senecal
GUEST PROFESSOR

Method of a system
for processing
signals from a user
UNITED STATES PATENT
Courtemanche, F., Fredette, M., Senecal, S., Leger, P.M., Dufresne,
A., Georges, V. and Labonte-lemoyne, E., Valorisation Gestion LP
and Valorisation-Recherche LP, 2019. Method of and system for
processing signals sensed from a user. U.S. Patent 10,368,741.
PATENT PROTECTED : U.S. Patent No. 10,368,741

PATENT PROTECTED : U.S. Patent No. 10,368,741

Physiological heatmaps: a tool for visualizing
users’ emotional reactions
François Courtemanche1
& Pierre-Majorique Léger2
& Aude Dufresne3
&
Marc Fredette4
& Élise Labonté-LeMoyne1
& Sylvain Sénécal5
Received: 26 January 2017 /Revised: 4 August 2017 /Accepted: 8 August 2017 /
Published online: 22 August 2017
# The Author(s) 2017. This article is an open access publication, Corrected publication September/2017
Multimed Tools Appl (2018) 77:11547–11574
DOI 10.1007/s11042-017-5091-1
* François Courtemanche
francois.courtemanche@hec.ca
1
Tech3lab, HEC Montréal, 3000 Côte Sainte-Catherine, H3T 2A7, Montréal, QC, Canada
2
Department of Information Science, HEC Montréal, 3000 Côte Sainte-Catherine, H3T 2A7 Montréal,
QC, Canada
3
Department of Communication, University of Montréal, 2900 Edouard-Montpetit, H3T 1J4,
Montréal, QC, Canada
4
Departement of Statistics, HEC Montréal, 3000 Côte Sainte-Catherine, H3T 2A7, Montréal, QC,
Canada
5
Departement of Marketing, HEC Montréal, 3000 Côte Sainte-Catherine, H3T 2A7, Montréal, QC,
Canada
Abstract Practitioners in many fields of human-computer interaction are now using physio-
logical data to measure different aspects of user experience. The dynamic nature of physio-
logical data offers a continuous window to the users and allows a better understanding of their
experience while interacting with a system. However, in order to be truly informative,
physiological signals need to be closely linked to users’ behaviors and interaction states. This
paper presents an analysis method that provides a direct visual interpretation of users’
physiological signals when interacting with an interface. The proposed physiological heatmap
tool uses eyetracking data along with physiological signals to identify regions where users are
experiencing different emotional and cognitive states with a higher frequency. The method was
evaluated in an experiment with 44 participants. Results show that physiological heatmaps are
able to identify emotionally significant regions within an interface better than standard gaze
heatmaps. Applications of the method to different fields of HCI research are also discussed.
Keywords Physiological computing . Eyetracking . Affective computing . Heatmap . User
experience
A tool for
visualizing
users’ emotional
reactions
PHYSIOLOGICAL HEATMAPS:
Courtemanche, F., Léger, P. M., Dufresne, A.,
Fredette, M., Labonté-LeMoyne, É., & Sénécal,
S. (2018). Physiological heatmaps: a tool for
visualizing users’ emotional reactions. Multime-
dia Tools and Applications, 77(9), 11547-11574.

Example of this application of this new methodology
METHODOLOGICAL NOTES
Density of fixation Positive emotions Negative emotions
OLD PAGE TRADITIONAL EYETRACKING TECH3LAB APPROACH NEW PAGE
Reaction
at the moment
of fixation

WHY IS IT IMPORTANT ?
Reports from the industry show that consu-
mers usually avoid rotating banners on the
homepage carousel1
. Thus, it it essential to
choose banners that trigger positive emo-
tions and subsequently reduce the homepage
bounce rate. Optimization of the banner can
lead to millions of dollars in gained revenue,
simply by mass visibility to placed products.
THE NAME OF THE GAME :
TIME TO INSIGHT
Given the frequency of changes of rotating ban-
ners (weekly changes in the case of Walmart),
it is essential to perform this type of analysis
very quickly, and cost effectively, in order to
select which banners should and should not be
used. A/B testing this could cost tens of thou-
sands of dollar every week in lost revenue!
What do your customers really experience
when they land on your homepage?
The case of Walmart.com
homepage carousel: Methodology
Sample: 8 participants (4 men, 4 women)
Task: Looking for 5 seconds at each banner ad.
Data acquisition: Tobii Pro, Facereader v.8,
Biopac Acknowledge, Noldus Observer XT.
Measures used in the example:
Positive and Negative Valence
Data Analysis and Triangulation:
CubeHX
.
Time to insight:
1 day to collect data,
1 day to post-process and analysis results.
Walmart.com: 321 million visitors per month
Bounce Rate: 52.16%
EXAMPLE 1
https://conversionxl.com/blog/dont-use-automatic-image-sliders-or-carousels/1

WALMART HAS A VERY EMOTIONALLY
EFFECTIVE FIRST BANNER
Of the five banners tested. The “We Dress Ame-
rica” visualization performs the best, when enga-
ging with the customers non-conscious. As this
is the virst visualization the customer sees, it is
essential that it must captura and engage the
consumer. Our test show that of all the visualiza-
tions, “We Dress America” is best suited to allow
the customer tofurther engage with the site.
THE REST OF THE CARROUSEL
CREATE MIXED EMOTIONS
Maintaining user attention for the rest of the
carousel is challenging. The other banners must
be as effective, if not more, to maintain consumer
engagement. For example, the basketball banner
does not have the same level of professionalism
in its design and consumers immediately reac-
ted to it. Obviously, testing banners every week
before putting them online would help the per-
formance Walmart’ website (e.g., bounce rate).
Walmart.com Homepage Carousel Banners on March 27
UX Heatmap powered by CubeHX
Homepage Carrousel: Insights & Recommendations
INSIGHT #1
Nearly half of the participants
had an entirely positive
emotional experience on the
first rotating banner.
INSIGHT #2
This image generates emotional
confusion for a majority of consumers,
mostly because of bad design.
INSIGHT #3:
Confusion due to missing
human head
INSIGHT #4
Although nearly half of
participants mention they like
the Apple products’ banner,
several elements generate
negative emotions, including
the product names.
EXAMPLE 1
Positive valence
(Facereader)
Negative valence
(Facereader)

“Your product page is the most important page
on your site. Build your product page effectively
and both your traffic and conversions will skyroc-
ket. Fail to do so, and almost all your marketing
and advertising efforts will fall short of goal.”1
CONVERSION FUNNEL OPTIMIZATION
As all retailers invest heavily to attract consu-
mers to their websites and then convert them
into customers, having best in class product
pages is essential for performing websites.
BENCHMARK YOUR SITE
The best way to improve is to compare your
online performance. Not just on web analytic
metrics. Behaviors can’t tell you what user really
experience. By comparing all the key steps in
your conversion funnel to those of your compe-
titors, you can get inspired and try to move the
needle in your favor.
Comparing product choice experience
across three platforms: Methodology
Sample: 8 participants (4 men, 4 women).
Task: Find for a gift for your 11 year old nephew.
Measures:
Valence (Facereader), Arousal (standardized
EDA, Biopac), Cognitive load (Pupil size, Tobii)
Data Analysis and Triangulation: CubeHX
.
Time to insight: 1 day to collect data,
1 day to post-process and analysis results.
on your product pages?
Generalist Specialist Niche player
EXAMPLE 2
https://www.bigcommerce.com/blog/product-page-examples/#7-ecommerce-product-page-best-practices1

EXAMPLE 2
HOMEPAGE PRODUCT SEARCH PRODUCT SPECS CHECKOUT
Visitors Bounce Rate
Walmart.com 321M 52.16%
Bestbuy.com 109M 47.63%
Gamestop.com 21.5M 44.44%
The sales funnel of Walmart, Bestbuy and EB Games
on your product pages?

Emotional Circumplex
EMOTIONAL
VALENCE
EMOTIONAL INTENSITY
Sad Happy
Calm
Excited
UX No Man Land Excitement
SerenityTolereble
How to read this circumplex
On the vertical axis, we find the emotional
intensity experienced by consumers; the higher
they are, the more emotionally intense is the
experience. Horizontally, emotional valence
is represented; on the right, experience gene-
rates pleasure, while on the left, the experience
generates displeasure. Finally, the size of the
circle represents the mental workload; a large
circle represents a significant mental effort of
consumers.

WALMART, THE LAGGER.
Low prices is not sufficient for a
better experience. Walmart is a
generalist and must find a way
to compete against websites
that can afford to carve a unique
experience for users. A microsite
can be a way to compete on the
emotional front. Walmart has
successfully used this strategy in
the past for niche products.
INSIGHT #1
Experience on Walmart is as emotionally engaging on these two pages. EBGames and BestBuy
are able to carry over to the search page the excitement generated on the homepage.
EXAMPLE 2
Homepage Product Search
VALENCE (FACEREADER)VALENCE (FACEREADER)
AROUSAL(STANDARDIZED
Product pages: Insights & Recommendations (1/2)
AROUSAL(STANDARDIZEDEDA)

Product Specs Checkout
PUPIL SIZE PUPIL SIZE
THE ULTIMATE STEP IN
THE CONVERSION FUNNEL:
THE PRODUCT PAGE
The product page is the last
page before consumers make
a purchase. The experience
on EBGames appears to be
the gold standard. It per-
forms significantly better
than Walmart and BestBuy.
By having the best product
page the EBGames website,
is making the most of their
efforts to convert consumers
to paying customers on their
website.
Product pages: Insights & Recommendations (2/2)
INSIGHT #2
EBGames product page generates emotions that are positive
and intense, while maintaining a low mental workload.
VALENCE (FACEREADER)
EXAMPLE 2

Every customer is unique in the way that they
engage with an organisation, so having a fra-
mework in place to optimise each touchpoint
and capitalise on customers’ moments of truth
is essential to generating more revenue and new
business alike.1
By using what consumers really experience in
terms of emotions when interacting with the
website, CubeHX journey maps identify all
consumers’ moment of truth, not just the ones
they self-reported.
IDENTIFYING THE PAIN POINTS
IN THE USER JOURNEY
By calculating moments of high arousal and
negative emotions, we can detect pain points
along the consumer journey, which will enable
Walmart to identify problems in the conversion
funnel. Understanding the most important
pain points on a website is very useful to help
designers prioritize what needs to be fixed.
What do customers truly experience during
their journey on your website?
Walmart.com journey maps :
Methodology
Sample: 8 participants (4 men, 4 women)
Task: Searching and buying a “pop figure”
under 15$
Measures:
Valence (Facereader) and
Arousal (standardized EDA, Biopac)
Data Analysis and Triangulation: CubeHX
Time to pain points identification:
1 day to collect data.
1 day to post-process and analysis results
Walmart.com: 321 million visitors per month
Bounce Rate: 52.16%
https://www.sas.com/en_gb/insights/articles/marketing/why-is-customer-journey-mapping-important.html#/
EXAMPLE 3
1

Journey maps
1 2 3 ...
+
-
ACTIVATION:
(StandardizedEDA-Biopac)
Time
STEPS
Friction Point
EMOTIONAL
VALENCE
(Facereader)
+ -
How to read this journey map
Colors of tasks are presented on the right, the red
squares representing moments of physiological
pain points along the journey. On the vertical axis,
we find the emotional intensity experienced by
consumers; the higher they are, the more emotio-
nally intense is the experience. Horizontally, the
time is presented in seconds. The size of the circle
represents the emotional valence; a large circle
represents negative emotions.

FILTERING ISSUE IN PRODUCT SEARCH
Problems seem to occur during product search
and more specifically, during the filtering pro-
cess. This issue creates an obstacle keeping the
customer from attaining the product page and
ultimately, the checkout.
FIX ORDER AMOUNT RECALCULATION
The last thing you want is to lose a customer
in the check out page. Fixing the recalculation
is easy and should be a priority!
User journey: Insights & Recommendations
EXAMPLE 3
VALENCE (FACEREADER)
INSIGHT #1
Even after filtering for the price, consumers cannot find
the product he is looking for, which creates frustration.
INSIGHT #2
The total order amount does not adjust when an item is
removed from the cart, creating confusion.

https://www.cubehx.com/
For more information, visit
cubehx.com and noldus.com

SFN 2019 Presentation : Method of and system for processing signals sensed from a user (U.S. Patent No. 10,368,741)

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SFN 2019 Presentation : Method of and system for processing signals sensed from a user (U.S. Patent No. 10,368,741)