1.
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

2.
facebook.com/chtsai
https://www.facebook.com/chtsai/info
2012-11-07 2

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

4.
Then
2012-11-07 4

5.
2001-05-31
http://www.sinica.edu.tw/as/weekly/90/822/index.html
2012-11-07 5

6.
2001-06-07
2012-11-07 6

7.
2012-11-07 7

8.
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
g
2012-11-07 8

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

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

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

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

13.
Now
2012-11-07 13

14.
Research Design
User Experience
A person's internal states
and behavioral responses
that result from the use of
a product, system or
service.
http://images.cdn.fotopedia.com/flickr-5958585066-original.jpg
2012-11-07 14

15.
2012-11-07 15

16.
Education Research Service
Public Needs Business
Courses Discovery Consulting
Internal Prototype Community
Training Design Lectures
2012-11-07 16

17.
台灣使用者經驗設計協會
2012-11-07 17

18.
2012-11-07 18

19.
A Framework
2012-11-07 19

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

21.
WALL·E (2008)
2012-11-07 21

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

23.
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

24.
Data Structures + Algorithms
= Running Programs
Representations + Processes
= Thinking
2012-11-07 24

25.
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-verbal
Episodic 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/System
2012-11-07 25

26.
Observation
Observation
Visible Insight
Insight Needs
Needs
Interaction
Functional Context
Invisible Social Context
Cultural Context
2012-11-07 26

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

28.
2012-11-07 28

29.
Insight =
Computed Empathy
2012-11-07 29

30.
Gestalt Law of Similarity
2012-11-07 30

31.
Sensory Feedback and Mental Model
http://www.businessweekly.com.tw/blog/article.php?id=1545
2012-11-07 31

32.
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_Tail
2012-11-07 32

33.
Wide Context
2012-11-07 33

34.
On Intersubjectivity
2012-11-07 34

35.
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

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

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

38.
User
(State A)
Context
2012-11-07 38

39.
User Product
(State B)
Context
2012-11-07 39

40.
User
(State C)
Context
2012-11-07 40

41.
http://en.wikipedia.org/wiki/File:Spandrel.jpg
2012-11-07 41

42.
2012-11-07 42

43.
http://www.cw.com.tw/article/article.action?id=5041859
2012-11-07 43

44.
http://www.cw.com.tw/article/article.action?id=5041859
2012-11-07 44

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

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

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

48.
2012-11-07 48

49.
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

50.
2012-11-07 50

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

52.
2012-11-07 52

53.
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

54.
2012-11-07 54

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

56.
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

57.
The whole is
more than the
sum of its parts
2012-11-07 57

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