Multimodal AIeXperience Lab
Independent. Human Centered. Evidence Driven.
Understanding how people experience technology, MaX Lab studies how people attend to, interact with, and respond to difital technologies, AI systems, and learning environments through multimodal human experience research.
Independent Testing & Evaluation
Objective research based assessment
In Lab + Remote
Flexible participant research
Multimodal Analysis
Integrated behavioral and affective measures
SERVICES
Independent evaluation for real digital experiences.
Open to industry and academic research partners. A concise service portfolio for organizations developing, evaluating, or studying technology — AI or non-AI.
Independent Testing & Evaluation
Objective assessment of digital products, platforms, prototypes, and technology enabled experiences.
Usability & User Experience
Identify patterns, and opportunities to improve the user journey.
Digital Platforms & Software
Evaluate websites, applications, software, dashboards, learning systems, and other interfaces.
AI & Emerging Technology
Study how people understand, use, trust, and respond to AI enabled and emerging technologies.
Eye Tracking & Visual Attention
Examine what users notice, overlook, revisit, and how visual attention unfolds during interaction.
Facial & Voice Affect Analysis
Explore affective responses through facial expression and voice based measures.
Learning & Training Technology
Evaluate learning platforms, digital instruction, workforce training, simulations, and multimedia materials.
Prototype & Feature Comparison
Compare interface variants, features, prototypes, or alternative design approaches before wider deployment.
WHAT WE TEST
Bring us the experience you want to understand.
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Websites
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Mobile Apps
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Software
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Digital Platforms
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AI Systems
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Learning & Training
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Prototypes
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Multimedia Content
Need an independent view?
MaX can evaluate how users attend to, interact with, and respond to your technology.
WHAT WE ANSWER
What happens when people actually use your technology?
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Where are users struggling?
Identify moments of hesitation, confusion, friction, or repeated effort.
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What captures their attention?
Understand what users notice, overlook, return to, and process visually.
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Which version works better?
Compare interfaces, features, prototypes, or alternative designs using consistent measures.
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How do users respond?
Examine behavioral, visual attention, and affective responses as the experience unfolds.
OUR APPROACH
Beyond what people say.
Surveys and interviews tell us what people report. MaX adds synchronized measures that help examine what happens during the experience itself.
Surveys · Interviews · Behavioral · Data Experiments
Visual attention and information processing.
Facial Expression Analysis
Affective responses during interaction.
Voice Affect Analysis
Vocal characteristics associated with affect and engagement.
RESEARCH
Research Areas
A focused research identity that supports academic inquiry while remaining relevant to real world technology evaluation.
Human Technology Interaction
Human centered evaluation of digital systems, AI, and emerging technologies.
Multimodal Learning & Multimedia Design
How people learn and process information across text, image, audio, video, and interactive environments.
Visual Attention & Information Processing
Attention, gaze behavior, and information processing using screen based and web based eye tracking.
Affective Computing & Experience
Facial expression, voice affect, and multimodal indicators of response during technology interaction.
Remote & Hybrid Research Methods
Scalable multimodal research across locations and more diverse participant populations.
PEOPLE
Faculty & Researchers

Jeya Amantha David Pandya Kumar
Director & Principal Investigator · MaX Lab
Dr. Jeya Amantha Kumar is a Research Assistant Professor at the FedEx Institute of Technology at the University of Memphis and Director of the Multimodal AI eXperience (MaX) Lab. Her research focuses on generative AI, human-AI interaction, digital learning, and human-computer interaction, with an emphasis on how AI-generated information and feedback influence learning, behavior, and decision-making. She has authored more than 70 peer-reviewed publications and was recognized among the Stanford/Elsevier Top 2% Scientists in Social Sciences and Education in 2024 and 2025.
Students — Interested in Volunteering?
Gain research experience with eye tracking, facial expression analysis, and multimodal methods. Please reach out if you'd like to get involved.
Faculty & Academics — Let’s Collaborate
Interested in collaborative studies, grant partnerships, or shared methods? Please reach out to explore how we can work together.
Reach Out
SELECTED PUBLICATIONS
Previous work by the PI
A selection of recent and representative publications spanning multimodal learning, affective computing, and AI evaluation.
Kumar, J. A. (2026, August). The sound of reasoning: Acoustic profiling of explainable AI feedback in ChatGPT Voice Mode [Conference presentation]. Ai4 Applied AI Research Conference, Las Vegas, NV, United States.
Abstract
A recent pilot study reflects the type of research the lab will support. Dr. Kumar
presented “The Sound of Reasoning: Acoustic Profiling of Explainable AI Feedback in ChatGPT
Voice Mode” at the Applied AI Research Conference held as part of the AI4 Conference 2026, Las
Vegas. Using iMotions Voice Analysis powered by audEERING, the pilot study found that
explainable AI feedback was associated with changes in ChatGPT’s vocal valence, dominance
and arousal, particularly especially during negative feedback.
Kumar, J. A. (2025, July). AI on AI: Can GenAI tools design and evaluate course outlines better than we think? [Conference paper]. 2025 MIT AI and Education Summit. https://hdl.handle.net/1721.1/163143
Abstract
Despite the increasing use of generative AI (GenAI) tools in education, little is
known about their effectiveness in producing pedagogically sound instructional materials.
Therefore, this study evaluated the performance of six GenAI tools as instructional
designers in generating a unit or module outline for an undergraduate course, focusing
on developing learning objectives based on Universal Design for Learning (UDL) principles
and later evaluating each outcome. Six free versions of GenAI, ChatGPT, Claude, Copilot,
Gemini, Meta AI, and Perplexity were then analyzed thematically, focusing on instructional
strategies, UDL integration, accessibility, and rubric development, while also being
evaluated using a standardized points-based rubric by each GenAI tool. Findings revealed
that Perplexity, Claude, and Gemini consistently produced stronger, learner-centered
outlines, while Copilot and Meta demonstrated weaker instructional coherence. ChatGPT
demonstrated strong instructional coherence but showed limitations in depth of rubric
and integration of accessibility. Additionally, common limitations included insufficient
timeline structuring, limited integration of learning domains beyond cognition, and
weak alignment to summative assessments.
Kumar, J. A. (2024). Facial animacy in anthropomorphised designs: Insights from leveraging self-report and facial expression analysis for multimedia learning. Computers & Education, 223, 105150. https://doi.org/10.1016/j.compedu.2024.105150
Abstract
Anthropomorphism is the act of attributing human-like characteristics to non-human
objects and has played a key role in the field of emotional design in multimedia learning.
Despite its significance, the relationship between animacy and anthropomorphism, particularly
facial animacy, remains underexplored albeit its potential impact on learning engagement
and emotional responses. Hence, this study aims to address this gap by examining the
effects of facial animacy in anthropomorphised designs using a 3 × 2 design (none
vs. static vs. animated) based on self-reported measure (SRM) and facial emotion recognition
(FER) and how both measures are associated. The findings revealed discrepancies between
both measures, with mostly moderate to weak correlations between hypothesised associations.
SRM results indicated that face animacy decreased perceived boredom, while static and dynamic anthropomorphised designs
increased curiosity. The FER results revealed notable similarities between designs
without anthropomorphism and the static versions, highlighting that facial animacy
led participants to express more joy and less neutral expressions. Additionally, neutral
expressions were associated with lower enjoyment perception, while negative emotions,
especially boredom, were linked to reduced attention.
Kumar, J. A., Ibrahim, N., McEvoy, D., & Sehsu, J. (2023). Anthropomorphised learning contents: Investigating learning outcomes, epistemic emotions and gaze behaviour. Education and Information Technologies, 28, 7877–7897. https://doi.org/10.1007/s10639-022-11504-8
Abstract
Anthropomorphism is defined as attributing human traits and emotions to non-human
entities. In the field of emotional design in multimedia learning, anthropomorphising
essential learning elements has been associated with promoting positive learning experiences.
Although it has been widely used for educational purposes, there are still limitations
when considering different contexts, learning variables, and non-invasive measurement.
Therefore, in this study, we investigated how anthropomorphising affects and associates
with learning based on three perspectives: learning outcomes, epistemic emotions,
and gaze behaviour. The findings indicate that anthropomorphism did not directly affect
learning achievement, perceived satisfaction, and effort or when moderated by the
need for cognition. However, anthropomorphism reduced the effect of perceived negative
epistemic emotions, namely Bored and Anxiety. Additionally, a comparative correlation
analysis indicated that anthropomorphism significantly reduced the perception of negative
epistemic emotions for learning achievement (Confused and Frustrated) and effort (Frustrated).
The gaze behaviour analysis revealed that anthropomorphism only influenced the initial
view and not the number of views or dwell time. However, dwell time reflected partiality
towards anthropomorphised elements showing negative emotions. The results implicate
design and research considerations for future studies.
WHY MAX
Open to industry and academia.
MaX supports research that connects rigorous human centered methods with practical questions about digital experiences, learning systems, AI, software, and emerging technologies.
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Industry
Independent evaluation, applied research, prototypes, user experience, and technology studies.
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Researchers
Study design, pilot projects, grants, shared methods, and distributed collaborations.
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Education
Learning technology, digital instruction, training systems, and evidence based design.
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Government & Community
Human centered evaluation of public facing and community technologies.
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Students
Research assistantships, thesis or dissertation work, independent study, and methods training.
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Cross Site Studies
Remote and hybrid multimodal research involving broader participant samples.
Start a conversation
Have something you want to test or study? Whether you're in industry or academia — MaX Lab can help investigate how people actually experience your technology.
