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The Adventure of a Cognitive Psychologist: From Cognition to Design, From Academic to Industry

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The Adventure of a Cognitive Psychologist: From Cognition to Design, From Academic to Industry

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我原本的專長是運用眼球追蹤技術與電腦模擬研究中文閱讀。2001 年自美返國任教的十年期間興趣逐漸從基礎轉到應用,致力尋找認知與設計的交集。我在過程中逐漸發現,台灣高等教育體制的諸多限制讓我無法全心投入這個重要的領域與相關場域。2011 年,我離開大學,進入業界。在這場演講中,我將分享這一路上的感觸與觀察。(2012-11-07,12:00 ~ 13:30,中央研究院民族學研究所。)

我原本的專長是運用眼球追蹤技術與電腦模擬研究中文閱讀。2001 年自美返國任教的十年期間興趣逐漸從基礎轉到應用,致力尋找認知與設計的交集。我在過程中逐漸發現,台灣高等教育體制的諸多限制讓我無法全心投入這個重要的領域與相關場域。2011 年,我離開大學,進入業界。在這場演講中,我將分享這一路上的感觸與觀察。(2012-11-07,12:00 ~ 13:30,中央研究院民族學研究所。)

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The Adventure of a Cognitive Psychologist: From Cognition to Design, From Academic to Industry

  1. 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. 2. facebook.com/chtsai https://www.facebook.com/chtsai/info 2012-11-07 2
  3. 3. The Others ( 神鬼第六感 ) (2001) 2012-11-07 3
  4. 4. Then 2012-11-07 4
  5. 5. 2001-05-31 http://www.sinica.edu.tw/as/weekly/90/822/index.html 2012-11-07 5
  6. 6. 2001-06-07 2012-11-07 6
  7. 7. 2012-11-07 7
  8. 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. 9. Cognitive psychology is strong in theory verification (but weak in theory construction) 2012-11-07 9
  10. 10. Human factors is strong in connecting design and cognition (but constrained by experimentation) 2012-11-07 10
  11. 11. Linguistics is strong in separating form from function (as well as in deductive reasoning) 2012-11-07 11
  12. 12. Artificial intelligence is strong in theory construction (and verificatrion through implementation) 2012-11-07 12
  13. 13. Now 2012-11-07 13
  14. 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. 15. 2012-11-07 15
  16. 16. Education Research Service Public Needs Business Courses Discovery Consulting Internal Prototype Community Training Design Lectures 2012-11-07 16
  17. 17. 台灣使用者經驗設計協會 2012-11-07 17
  18. 18. 2012-11-07 18
  19. 19. A Framework 2012-11-07 19
  20. 20. Wide Context (Goal of Interaction) User Experience Narrow Context (Interaction) 2012-11-07 20
  21. 21. WALL·E (2008) 2012-11-07 21
  22. 22. Wide Context (Goal of Interaction) Cognition Human- Service Computer Encounter Interaction Narrow Context (Interaction) 2012-11-07 22
  23. 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. 24. Data Structures + Algorithms = Running Programs Representations + Processes = Thinking 2012-11-07 24
  25. 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. 26. Observation Observation Visible Insight Insight Needs Needs Interaction Functional Context Invisible Social Context Cultural Context 2012-11-07 26
  27. 27. Current Experience = f ( Input, Activated Past Experience ) 2012-11-07 27
  28. 28. 2012-11-07 28
  29. 29. Insight = Computed Empathy 2012-11-07 29
  30. 30. Gestalt Law of Similarity 2012-11-07 30
  31. 31. Sensory Feedback and Mental Model http://www.businessweekly.com.tw/blog/article.php?id=1545 2012-11-07 31
  32. 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. 33. Wide Context 2012-11-07 33
  34. 34. On Intersubjectivity 2012-11-07 34
  35. 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. 36. Wide Context (Goal of Interaction) User Experience Design Narrow Context (Interaction) 2012-11-07 36
  37. 37. (As State Space Search) 2012-11-07 37
  38. 38. User (State A) Context 2012-11-07 38
  39. 39. User Product (State B) Context 2012-11-07 39
  40. 40. User (State C) Context 2012-11-07 40
  41. 41. http://en.wikipedia.org/wiki/File:Spandrel.jpg 2012-11-07 41
  42. 42. 2012-11-07 42
  43. 43. http://www.cw.com.tw/article/article.action?id=5041859 2012-11-07 43
  44. 44. http://www.cw.com.tw/article/article.action?id=5041859 2012-11-07 44
  45. 45. Wide Context (Goal of Interaction) Value / Utility Narrow Context (Interaction) 2012-11-07 45
  46. 46. Value = f ( Service, Change of Experience ) 2012-11-07 46
  47. 47. Wide Context (Goal of Interaction) 鬍鬚張解決了什麼問題? Narrow Context (Interaction) 2012-11-07 47
  48. 48. 2012-11-07 48
  49. 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. 50. 2012-11-07 50
  51. 51. Wide Context (Goal of Interaction) 星巴克解決了什麼問題? Narrow Context (Interaction) 2012-11-07 51
  52. 52. 2012-11-07 52
  53. 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. 54. 2012-11-07 54
  55. 55. Wide Context (Goal of Interaction) User Experience Research Narrow Context (Interaction) 2012-11-07 55
  56. 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. 57. The whole is more than the sum of its parts 2012-11-07 57
  58. 58. taiwan.chtsai.org http://taiwan.chtsai.org/ 2012-11-07 58

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