The effect of numerical and textual information on visual engagement and perceptions of AI-driven persona interfaces

Joni Salminen, Ying Hsang Liu, Sercan Azengün, João M. Santos, Soon Gyo Jung, Bernard J. Jansen

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

In an experiment, we present 38 marketing and data analysts professionals with two online AI-driven persona interfaces, one using numbers and the other using text. We employ eye tracking, think-aloud, and a post-engagement survey for data collection to measure perception and visual engagement with the personas along 7 constructs. Results show that the use of numbers has a mixed effect on the perceptions and visual engagement of the persona profile, with job role as a determining factor on whether numbers/text affect end users for 2 of the constructs. The use of numbers has a significant positive effect on user perceptions of usefulness by analysts but a significantly negative effect on user perceptions of completeness for both marketers and analysts. The use of numbers decreases the perceived completeness of the personas for both marketer and analysts. This research has both theoretical and practical consequences for AI-driven persona development and their interface design, suggesting that the inclusion of numbers can have a desirable effect for certain roles but with possible negative effects on user perceptions.

Original languageEnglish (US)
Title of host publicationProceedings of the 25th International Conference on Intelligent User Interfaces, IUI 2020
PublisherAssociation for Computing Machinery
Pages357-368
Number of pages12
ISBN (Electronic)9781450371186
DOIs
StatePublished - Mar 17 2020
Event25th ACM International Conference on Intelligent User Interfaces, IUI 2020 - Cagliari, Italy
Duration: Mar 17 2020Mar 20 2020

Publication series

NameInternational Conference on Intelligent User Interfaces, Proceedings IUI

Conference

Conference25th ACM International Conference on Intelligent User Interfaces, IUI 2020
CountryItaly
CityCagliari
Period3/17/203/20/20

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All Science Journal Classification (ASJC) codes

  • Software
  • Human-Computer Interaction

Cite this

Salminen, J., Liu, Y. H., Azengün, S., Santos, J. M., Jung, S. G., & Jansen, B. J. (2020). The effect of numerical and textual information on visual engagement and perceptions of AI-driven persona interfaces. In Proceedings of the 25th International Conference on Intelligent User Interfaces, IUI 2020 (pp. 357-368). (International Conference on Intelligent User Interfaces, Proceedings IUI). Association for Computing Machinery. https://doi.org/10.1145/3377325.3377492