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一個認知心理學家的探索旅程：從認知到設計，從學界到業界 中央研究院民族學研究所 專題演講 蔡志浩這是刪節過的版本，與現場使用的投影片不完全相同。 悠識數位使用者經驗顧問 台灣使用者經驗設計協會理事長

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facebook.com/chtsai https://www.facebook.com/chtsai/info2012-11-07 2

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The Others ( 神鬼第六感 ) (2001)2012-11-07 3

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Then2012-11-07 4

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2001-05-31 http://www.sinica.edu.tw/as/weekly/90/822/index.html2012-11-07 5

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2001-06-072012-11-07 6

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Li lo al ng ho ion gy u is yc at Cognitive t ic Ps uc Psychology s Ed Clinical Psychology H En Fa um Psychology en al gi cto an ce llig ci of Reading te ifi ne r In Art er s in g2012-11-07 8

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Cognitive psychology is strong in theory verification (but weak in theory construction)2012-11-07 9

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Human factors is strong in connecting design and cognition (but constrained by experimentation)2012-11-07 10

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Linguistics is strong in separating form from function (as well as in deductive reasoning)2012-11-07 11

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Artificial intelligence is strong in theory construction (and verificatrion through implementation)2012-11-07 12

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Now2012-11-07 13

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Research Design User Experience A persons internal states and behavioral responses that result from the use of a product, system or service. http://images.cdn.fotopedia.com/flickr-5958585066-original.jpg2012-11-07 14

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Education Research Service Public Needs Business Courses Discovery Consulting Internal Prototype Community Training Design Lectures2012-11-07 16

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台灣使用者經驗設計協會2012-11-07 17

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A Framework2012-11-07 19

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Wide Context (Goal of Interaction) User Experience Narrow Context (Interaction)2012-11-07 20

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WALL·E (2008)2012-11-07 21

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Wide Context (Goal of Interaction) Cognition Human- Service Computer Encounter Interaction Narrow Context (Interaction)2012-11-07 22

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Attention Resource Long-term Memory Selection Working Memory Sensation Perception Response Response Selection Execution Environment (Feedback) Wickens, C. D., & Hollands, J. G. (2000). Engineering psychology and human performance (3rd ed.). Upper Saddle River, NJ: Prentice-Hall.2012-11-07 23

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Data Structures + Algorithms = Running Programs Representations + Processes = Thinking2012-11-07 24

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Processes Sensation, Perception,Attention, Learning, Memory, Organization, Categorization, Language, Speech Functional Processes, Logistics,Reasoning, Problem Solving, elements Personnel Selection,Judgment, Decision Making, Education, Training Creativity Use Experience Representations Platforms, Non-verbalEpisodic Memory, Procedural Frameworks, Systems, behavior Nonfunctional Memory, Concepts, Devices, Hardware, elements Propositions, Schemas, Software Scripts, Mental Imagery, Language, Logic, Rules, Mental Models Invisible (Cognition) Visible (Behavior) Visible (Frontend) Invisible (Backend) User/Customer Product/System2012-11-07 25

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Observation Observation Visible Insight Insight Needs Needs Interaction Functional ContextInvisible Social Context Cultural Context2012-11-07 26

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Current Experience = f ( Input, Activated Past Experience )2012-11-07 27

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Insight = Computed Empathy2012-11-07 29

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Gestalt Law of Similarity2012-11-07 30

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Sensory Feedback and Mental Model http://www.businessweekly.com.tw/blog/article.php?id=15452012-11-07 31

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穿 著 頻 率 你衣櫃裡所有的衣服依穿著頻率由高至低排列 Zipfian Distribution http://en.wikipedia.org/wiki/The_Long_Tail2012-11-07 32

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Wide Context2012-11-07 33

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On Intersubjectivity2012-11-07 34

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團隊形成（ 1 小時） 團隊成員背景的多樣性越高，越有助於洞察力的磨練。實地觀察（ 2 小時） 進入真實場域觀察，以環境中的人的行為為主。現象彙整（ 2 小時） 彙整觀察結果，並確認客觀性與現象的穩定性。分析練習（ 2 小時） 超越表層現象探索深層結構，蓄積思考動能。證據歸納（ 3 小時） 將現象歸納為五至十個類別。需求推導（ 2 小時） 根據歸納的結果推導出使用者需求並提出解決方案。2012-11-07 35

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Wide Context (Goal of Interaction) User Experience Design Narrow Context (Interaction)2012-11-07 36

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(As State Space Search)2012-11-07 37

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User (State A) Context2012-11-07 38

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User Product (State B) Context2012-11-07 39

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User (State C) Context2012-11-07 40

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http://en.wikipedia.org/wiki/File:Spandrel.jpg2012-11-07 41

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http://www.cw.com.tw/article/article.action?id=50418592012-11-07 43

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http://www.cw.com.tw/article/article.action?id=50418592012-11-07 44

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Wide Context (Goal of Interaction) Value / Utility Narrow Context (Interaction)2012-11-07 45

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Value = f ( Service, Change of Experience )2012-11-07 46

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Wide Context (Goal of Interaction) 鬍鬚張解決了什麼問題？ Narrow Context (Interaction)2012-11-07 47

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Wide Context (Goal of Interaction) 顧客還可以在鬍鬚張 解決哪些問題？ Narrow Context (Interaction)2012-11-07 49

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Wide Context (Goal of Interaction) 星巴克解決了什麼問題？ Narrow Context (Interaction)2012-11-07 51

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Wide Context (Goal of Interaction) 顧客還可以在星巴克 解決哪些問題？ Narrow Context (Interaction)2012-11-07 53

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Wide Context (Goal of Interaction) User Experience Research Narrow Context (Interaction)2012-11-07 55

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層次 科學推理能力策略能力 知道如何使用某種研究方法Strategic ※ 驗證（ Justification ） 知道什麼問題應該用什麼方法研後設策略能力 究Metastrategic ※ 驗證（ Justification ）後設認知能力 知道知識從哪裡來Metacognitive ※ 發現（ Discovery ）2012-11-07 56

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The whole is more than the sum of its parts2012-11-07 57

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taiwan.chtsai.org http://taiwan.chtsai.org/2012-11-07 58