MPhil Mid-Candidature
•Download as PPTX, PDF•
1 like•497 views
The deck for my MPhil Mid-Can milestone at The University of Queensland
Recommended
Recommended
More Related Content
Similar to MPhil Mid-Candidature
Similar to MPhil Mid-Candidature (20)
Recently uploaded
Recently uploaded (20)
MPhil Mid-Candidature
- 1. Beyond Keywords: Ethnographic Methods to Inform the Design of a Gamified System for Domestic Electricity Conservation Andrew Harvey Mid Candidature July 2013
- 2. Background Research Questions Data Collection Fieldwork Analysis Preliminary Findings Limitations Future Work Outline
- 4. Behaviour Modification Antecedent Intervention • Goal Setting • Modelling • Commitment • Information Action Consequence Intervention • Feedback • Rewards Background
- 5. Domestic Electricity Feedback Indirect Feedback Direct Feedback provided after consumption provided in (nearly) real-time Direct feedback causes between 9.2% and 12% saving. (Ehrhardt-Martinez 2010) Background
- 6. “any interactive computing system designed to change people’s attitudes or behaviours”(Fogg, 2003, p. 1) In Home Device Gaming Persuasive Technology Social Background
- 7. Persuasive Technology Behaviour Modification Gamification Persuasive Technology Game Elements “the use of game design elements in non-game contexts”(Deterding, 2011, p. 9) Background
- 8. “the use of game design elements in non-game contexts”(Deterding, 2011, p. 9) Points Levels Gamification Leaderboards Badges Background
- 9. Framework Gamification Overarching lens and focus Solo Competitive External Social Loyalty Community Expert Competitive Pyramid Internal Architecture Community Gentle Guide Company Collaborator Company Challenge • System Focus – – – Acts as a system blueprint • Player Focus – – – • Objectives Metrics Integration with Technology Player Types Player Stories Stages of Mastery Activity focus – Mechanics • Elements – – – – – – Dynamics Activity Loops • • – Points Levels Leaderboards Badges Engagement loop Progression Loop Win Conditions Background
- 10. Design Ethnography Designing Technology • User Requirements • Product Development • Iterative Design Background
- 12. Overall Research Problem How can ethnographic methods inform the design of a gamified system for domestic energy conservation? 1. What gamification architecture elements can be derived from telephone data? 2. What additional gamification architecture elements can be derived from in-home data? 3. How does the telephone method compare to the in-home method? 1. How do the methods of collection compare? 2. How does the quality of data compare? Research Questions
- 13. Phase 1: Telephone • Standardised interview Phase 2: In-Home • Standardised interview • Walk around observation Data Collection
- 14. • 10 Qualitative telephone interviews • 44 Scripted questions • 10 Demographic • 11 Technology use • 23 Energy Use • 20-30 mins - average length • Record Interviews • Transcribe Interviews Phase 1: Telephone Field Work
- 15. Phase 1: Telephone Leximancer content analysis – Uncertainty of energy themes Manual Line-By-Line – Money as an accounting mechanism Analysis
- 17. Uncertainty Phase 1: Telephone (Transcript 2 Lines 133-136) Andrew: yep ok um how much energy does your refrigerator use Jen: I’m not too sure but I’d say it would be probably towards the higher end cause it’s got umm one of the water machines in it as well how you can get the fresh cold water and ice and things (Transcript 4 Lines 111-115) Andrew: that’s alright do you still do you still have the energy rating stickers on your appliances or have you removed them Phil: umm I’ll do a quick lap washing machine yes Andrew: yep Phil: umm fridge no Preliminary Findings
- 18. Money as an Accounting Mechanism Transcript 2 (Line 111-113) Jen: um I prefer having the pre-paid electricity cause you sort of know you’re paying it in advance so you can sort of look at it and go ooh wow I’ve used you know ten dollars really quickly Transcript 3 (Lines 109-112) Andrew: oh why do you think it’s high Jake: why do I think its high umm because of the bill it costs an astronomical amount of money to run this household for some reason I do have a lot of stuff running all the time my fridge I believe consumes a lot of energy Transcript 7 (Lines 57-58) Andrew: ok why do you think it’s low Max: umm I dunno our bills are all about two hundred bucks Transcript 8 (Lines 126 - 127 ) Bec: its more at a glance I just see how many you know cents per hour whatever it is it tells me Preliminary Findings Phase 1: Telephone
- 19. Architecture • System Focus – Objectives – Metrics – Integration with Technology • Phase 1: Telephone Uncertainty Player Focus – Player Types – Player Stories – Stages of Mastery • Activity focus – Mechanics • Elements – – – – Points Levels Leaderboards Badges – Dynamics – Activity Loops • • Engagement loop Progression Loop – Win Conditions Preliminary Findings Money as an accounting mechanism
- 20. Personas “Hypothetical archetypes of actual users” (Cooper 2004, p124) James Smith • • • • • • • • • 33 Years old Marketing Officer for Commonwealth Bank Rents a house with his partner Laura Always on - Busy Lifestyle Casual gamer who likes to be challenged Unfamiliar with scientific units of energy use Constantly relates his energy use to money Motivated to save energy, just not sure how Thinks that education would help him save energy Preliminary Findings Phase 1: Telephone
- 21. Summary Phase 1: Telephone Telephone interviews have: • Produced some focused themes • Provided data to ground architecture choices • Informed a significant portion of the gamification process Preliminary Findings
- 22. Phase 1: Telephone • Sample is a small non-representitave convenience sample. – Time constraints – Resource constraints • New area of research – comparatively little published on the topic of gamification • Many different areas of research to combine Limitations
- 23. Field Work Phase 2: In-Home • 5 In-home Visits • Video record interview • In Home room-by-room walk around (inventory) (Spradley’s framework to guide) Analysis • Audio – Leximancer content analysis – Manual Line-By-Line • Visual – Spradely’s Framework to guide observation and analysis Future Work
- 24. Timeline Now: Milestone August - September: in-home data collection and initial analysis October - November: complete analysis and writing Submit: end November Future Work
- 25. Spradley’s Framework Spradley, J. P. (1980) and Robson, C. (2002) SPACE - layout of the physical setting; rooms, outdoor spaces, etc. ACTORS - the names and relevant details of the people involved ACTIVITIES - the various activities of the actors OBJECTS - physical elements: furniture etc. ACTS - specific individual actions EVENTS - particular occasions, e.g. meetings TIME - the sequence of events GOALS - what actors are attempting to accomplish FEELINGS - emotions in particular contexts
Editor's Notes
- Based on the feedback from the readersthat the readers gave me, I have made some revisions to the original document and made some constructive changes based on that feedback and the guidance of Sean and Richard.I’ve taken the advice and feedback from the readers and have begun to incorporate it into <SLIDE>s
- Outline<SLIDE>
- People don’t buy electricity, people don’t even want electricity, what the customer wants and pays for is lighting, heating, refrigeration, television etc…This is different than water, I pay for a litre of water, because I want a litre of water. I turn the tap on, because I want water to come out.I don’t pay for electricity because I want electricity, I pay for electricity because I want to run my lights.This is a disconnect between the means and the result. Which causes electricity to be largely invisibleAlso, the way that electricity is communicated can be very confusing <SLIDE>for example, understanding the difference between power and energy proves difficult for a lot of people. <SLIDE>These are just two barriers which make it hard for consumers to understand their domestic electricity consumption.Research in this area was spawned from the 1970’s Arab Oil Embargo which sparked concerns about the conceivable exhaustion of fossil fuels.Back in the 70’s there wasn’t the cost effective options for energy efficient appliances, or solar panels that we have today so behaviour modification was seen as the only option to curtail energy use.
- There was rapid growth in psychological research which focused on intervention based behaviour modification.Intervention – something introduced or undertaken to influence behaviourThe main theme that developed from the literature is <SLIDE> Let me explain what I mean by that. <SLIDE>The major categories present in this research are antecedent, and consequence interventions.Antecedent interventions aim to influence underlying determinants prior to the commencement of a behaviour.Consequence interventions are based on the premise that consequences, either negative or positive, will influence behaviour.<SLIDE> here are some examples used in DEC researchSince the 70’s technology has evolved, and so has the research along with it.For example there are new technologies designed to assist people with their domestic electricity use by providing real-time feedback.It’s only really now that we have had the infrastructure in place to fully explore these types of technological interventions for domestic electricity use. <SLIDE>
- Prior research has identified that the consequence intervention of feedback is an effective strategy to reduce domestic energy consumptionThere are two types of feedback – indirect and directIndirect feedback is provided after consumption occurs, for example a monthly of quarterly power bill is indirect feedback.Direct feedback is provided in real-time or near to real-time – and in some instances can even be down to individual appliance level. For example, power monitorsResearch has shown that direct feedback is the most effective in reducing domestic energy use with average savings between 9.2% and 12%An effective way to deliver direct feedback to consumers is through the use of an in home energy monitoring deviceHowever, these devices usually present information in an unengaging and mundane manner. <SLIDE>
- Persuasive Technology is defined as: READ SLIDE<SLIDE>Persuasive technologies are currently being used for domestic electricity use behaviour modification.There is also being research focused on developing persuasive games for electricity conservation from basic stack a blob, to a The Sims style virtual life game Some research on using social platforms to encourage collaboration and competition.I’ll just talk a little about the theory behind design for persuasive technology now <SLIDE>
- These technologies are using the behavioural motivation to help people use less energy.Another way to leverage these interventions is by adding what is called a game layer to the system, or in other words gamification.Gamification brings together elements of behaviour mod, and persuasive technology, and game design to make activities more fun and rewarding.
- FacingUsers
- In order to design a technology that is to be used in a specific social context, designers want to understand that context.<SLIDE>The nature of domestic social context has prompted designers to shift towards social sciences to help understand users and technologies and how they are embedded in that contextMethods, such as interviews and observation are used by designers in various aspects of Human Computer Interaction – HCI <SLIDE>. For example; user requirements, new product development, and iterative design.Due to various time constraints the duration of these methods is often relatively short. - This is known as Rapid Ethnography. <SLIDE>Rapid ethnography is often employed by design teams and involves short focused studies which looks at relevant broad information to inform strategic decision making for design. Unlike traditional anthropological ethnography, where researchers would spend up to several years in a culture to gather a complete and detailed. The rapid approach accepts at the outset the impossibility of gathering a complete and detailed understanding of the setting at hand. Design Ethnography focuses on informing strategic decision making by selecting portions of the setting that are of particular importance in informing design.
- In order to design a technology that is to be used in a specific social context, designers want to understand that context.<SLIDE>The nature of domestic social context has prompted designers to shift towards social sciences to help understand users and technologies and how they are embedded in that contextMethods, such as interviews and observation are used by designers in various aspects of Human Computer Interaction – HCI <SLIDE>. For example; user requirements, new product development, and iterative design.Due to various time constraints the duration of these methods is often relatively short. - This is known as Rapid Ethnography. <SLIDE>Rapid ethnography is often employed by design teams and involves short focused studies which looks at relevant broad information to inform strategic decision making for design. Unlike traditional anthropological ethnography, where researchers would spend up to several years in a culture to gather a complete and detailed. The rapid approach accepts at the outset the impossibility of gathering a complete and detailed understanding of the setting at hand. Design Ethnography focuses on informing strategic decision making by selecting portions of the setting that are of particular importance in informing design.
- What do we need to know about domestic electricity use and technology use in order to design a persuasive in home device aimed at electricity conservation?The research questions have been crafted to focus on the methods used by researchers to gather information to inform design.I am interested in how these methods can be used, how to link the data to persuasive design concepts, how to address the issue of data gathering in a sustainable way with scalability.RQ1 is concerned with collecting the data. It will look at:What can be gathered from an in-home questionnaire and rapid ethnography (observed behaviour)?What can be gathered from a telephone questionnaire(reported behaviour)?What comparisons and contrasts are there between the in-home data and the telephone data?What data can be collected from which method and where does the data overlap?RQ2 is concerned with connecting the gathered data to the theories and concepts of persuasive design.Which Persuasive Design features connect to the telephone data?Which Persuasive Design features connect to the in-home data?What comparisons and contrasts are there between connections drawn from the in-home data and the telephone data?Which Persuasive design features can be linked to the data, and where does the data overlap?RQ3 is focusing on the quality of the data in relation to the principles of persuasive design. It aims to explore which data collection method provides greater quality and can draw stronger links to the persuasive design factors.Why telephone and in-home? Workload and Scalability issuesEthnography: richer data, requires a lot of work, and can’t scale up easilyTelephone: not as rich data, requires less work, and can scale up easilyI want to take the richness and quality of ethnographic data and see if it can be replicated and combined with the practically and scalability of the telephone – in this instance.A startup business for example won’t have the resources available to do a large scale ethnographic study, whereas they will most likely have access to a telephone and a phone book.
- Two part studyCreate a standardised questionnaire (SQ) and administer to 5 households via telephone and 5 households in person, and then do a household walk-around, interview, and video-recorded observation.Richness of the ethnographic data and replicate that in the questionnaire - Revise the questionnaire and administer to 5 more households via telephoneThis methodological study aims to understand which domestic electricity use and technology use data needs to be collected ethnographically, and which can be collected via a standardised questionnaire with the purpose of informing persuasive technology designSaturation: I will be looking into the notion of saturation and figure out if it is relevant to what I am doing, because this is a methodological study, I am not sure at this stage if it will be relevant. But I will definitely be looking into it.
- An ethnomethodological approach will be adopted in this research to help describe the methods people use concerning electricity use in the domestic setting.Ethnomethodologists often use ethnographically generated materials in their analysis, which can sometimes lead to confusion between the two. Ethnomethodology, as I understand it is not itself a method for studying people, like ethnography is; rather, it is a study of peoples’ own methods for making sense of the world.As mentioned earlier, rapid ethnography is used by HCI research due to various constraints. Therefor this style will be adopted in this study. The relevant data will be gathered in order to inform strategic decisions relating to electricity use, technology use, and persuasive design factors. As opposed to a holistic look at home energy use.
- Analysis of methods used to gather dataOperationalising persuasive technology conceptsTesting a scalable method to inform future technology designThe reason for this choice of analysis, is there is no concrete way 0of interpreting the data for design. There is no standard method to analyse the data to form design decisions – this is where design firms’ Intellectual property lies.
- denotes a level of uncertainty addresses her lack of knowledge by stating “I’m not too sure” and “probably”categorise her refrigerator as being “towards the higher end” Jen then provides accounts which demonstrate the refrigerator as being in the category of “high end [energy use]”. These accounts of high end energy use comprise the inclusion of a “water machine” and an “ice” machineJen proposed a category for her refrigerator as being high energy use and provided accounts of high use that construct her refrigerator.I’ll do a quick lap – denotes uncertainty. The information was not readily accessable at hand and the participant did a ‘lap’ and walked around the house to obtain the information for the interview.This was not piecked up by leximancer – this is how we can use a more indepth analysis to go beyond keywords and autimated content analysis.
- Look at paper that useds money as an accounting mech
- Player types cannot be extracted from this data. But another tool for designing a user-focused system is through the use of personas.Personas can be extracted through the data.They are not made up! They are discovered and sythensised from the ethnographic data. They are not imagined as “elastic users” which cooper argues can bend and flex to shape the requirements of the moment. They are discovered and synthesised from the ethnographic data.They function as a focal point to stop designers designing for themselves. The purpose of the design is to make the primary persona happy.How do we manage all these themes?Use them to develop personas.Personas are used to focus the design.Therfore the personas has uncertainty and describes energy and he understands it in the form of “Money”
- Outline<SLIDE>