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

志浩 蔡
志浩 蔡悠識數位顧問有限公司的創新策略總監 at 悠識數位顧問有限公司
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
facebook.com/chtsai
                              https://www.facebook.com/chtsai/info


2012-11-07                                                       2
The Others ( 神鬼第六感 ) (2001)


2012-11-07                             3
Then



2012-11-07          4
2001-05-31
                    http://www.sinica.edu.tw/as/weekly/90/822/index.html


2012-11-07                                                             5
2001-06-07

2012-11-07                6
2012-11-07   7
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
Cognitive psychology is strong in
           theory verification
             (but weak in theory construction)




2012-11-07                                       9
Human factors is strong in
     connecting design and cognition
        (but constrained by experimentation)




2012-11-07                                     10
Linguistics is strong in
             separating form from function
             (as well as in deductive reasoning)




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




2012-11-07                                   12
Now



2012-11-07         13
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
2012-11-07   15
Education     Research     Service

     Public     Needs      Business
    Courses    Discovery   Consulting

    Internal   Prototype   Community
    Training    Design      Lectures




2012-11-07                              16
台灣使用者經驗設計協會


2012-11-07                 17
2012-11-07   18
A Framework



2012-11-07                 19
Wide Context (Goal of Interaction)




             User Experience

                 Narrow Context (Interaction)


2012-11-07                                         20
WALL·E (2008)


2012-11-07              21
Wide Context (Goal of Interaction)

                                     Cognition



                                                                 Human-
             Service
                                                               Computer
             Encounter
                                                              Interaction




                            Narrow Context (Interaction)


2012-11-07                                                                  22
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
Data Structures + Algorithms
      = Running Programs

      Representations + Processes
      = Thinking

2012-11-07                           24
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
Observation
     Observation
                   Visible                        Insight
                                                   Insight   Needs
                                                              Needs
                                 Interaction


                             Functional Context


Invisible                      Social Context


                              Cultural Context




2012-11-07                                                       26
Current Experience =
  f ( Input, Activated Past Experience )



2012-11-07                                 27
2012-11-07   28
Insight =
             Computed Empathy



2012-11-07                      29
Gestalt Law of Similarity

2012-11-07                               30
Sensory Feedback and Mental Model
                                http://www.businessweekly.com.tw/blog/article.php?id=1545


2012-11-07                                                                             31
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
Wide Context

2012-11-07                  33
On Intersubjectivity



2012-11-07                          34
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
Wide Context (Goal of Interaction)




        User Experience Design

                Narrow Context (Interaction)


2012-11-07                                        36
(As State Space Search)




2012-11-07                             37
User
             (State A)




             Context



2012-11-07               38
User       Product
             (State B)




                   Context



2012-11-07                         39
User
             (State C)




             Context



2012-11-07               40
http://en.wikipedia.org/wiki/File:Spandrel.jpg


2012-11-07                                               41
2012-11-07   42
http://www.cw.com.tw/article/article.action?id=5041859


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


2012-11-07                                                       44
Wide Context (Goal of Interaction)




             Value / Utility

                Narrow Context (Interaction)


2012-11-07                                        45
Value =
   f ( Service, Change of Experience )



2012-11-07                               46
Wide Context (Goal of Interaction)




             鬍鬚張解決了什麼問題?
                 Narrow Context (Interaction)


2012-11-07                                         47
2012-11-07   48
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
2012-11-07   50
Wide Context (Goal of Interaction)




             星巴克解決了什麼問題?
                 Narrow Context (Interaction)


2012-11-07                                         51
2012-11-07   52
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
2012-11-07   54
Wide Context (Goal of Interaction)




  User Experience Research

                Narrow Context (Interaction)


2012-11-07                                        55
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
The whole is
              more than the
             sum of its parts




2012-11-07                      57
taiwan.chtsai.org
                                 http://taiwan.chtsai.org/


2012-11-07                                              58
1 of 58

Recommended

The role of context and culture in teaching physics: The implication of disci... by
The role of context and culture in teaching physics: The implication of disci...The role of context and culture in teaching physics: The implication of disci...
The role of context and culture in teaching physics: The implication of disci...Joe Redish
635 views51 slides
A System Framework for Decision Support in Ambient Intelligence by
A System Framework for Decision Support in Ambient IntelligenceA System Framework for Decision Support in Ambient Intelligence
A System Framework for Decision Support in Ambient IntelligenceYefeng Liu
488 views31 slides
Howard - hb&c sig keynote by
Howard - hb&c sig keynoteHoward - hb&c sig keynote
Howard - hb&c sig keynoteTom Howard
416 views25 slides
Knowledge Based Systems -Artificial Intelligence by Priti Srinivas Sajja S P... by
Knowledge Based Systems -Artificial Intelligence  by Priti Srinivas Sajja S P...Knowledge Based Systems -Artificial Intelligence  by Priti Srinivas Sajja S P...
Knowledge Based Systems -Artificial Intelligence by Priti Srinivas Sajja S P...Priti Srinivas Sajja
9.3K views44 slides
Behavioural economics: how to turn human understanding into business advantag... by
Behavioural economics: how to turn human understanding into business advantag...Behavioural economics: how to turn human understanding into business advantag...
Behavioural economics: how to turn human understanding into business advantag...SEMPL
1.3K views48 slides
Myung - Cognitive Modeling and Robust Decision Making - Spring Review 2012 by
Myung - Cognitive Modeling and Robust Decision Making - Spring Review 2012Myung - Cognitive Modeling and Robust Decision Making - Spring Review 2012
Myung - Cognitive Modeling and Robust Decision Making - Spring Review 2012The Air Force Office of Scientific Research
1.7K views26 slides

More Related Content

What's hot

Emotinal Design by
Emotinal DesignEmotinal Design
Emotinal DesignHamed Abdi
242 views80 slides
"Virtual Environments for Healthcare" By Pavarti Dav- Serious Play Conference... by
"Virtual Environments for Healthcare" By Pavarti Dav- Serious Play Conference..."Virtual Environments for Healthcare" By Pavarti Dav- Serious Play Conference...
"Virtual Environments for Healthcare" By Pavarti Dav- Serious Play Conference...SeriousGamesAssoc
917 views48 slides
Peng. bahan ajar 05 by
Peng. bahan ajar   05Peng. bahan ajar   05
Peng. bahan ajar 05jayamartha
400 views19 slides
Lecture 02 engineering design by
Lecture 02 engineering designLecture 02 engineering design
Lecture 02 engineering designKawaldeep Singh
1.8K views61 slides
Brain-Machine Interfaces OUT OF THE LAB: user issues and design considerations by
Brain-Machine Interfaces OUT OF THE LAB: user issues and design considerationsBrain-Machine Interfaces OUT OF THE LAB: user issues and design considerations
Brain-Machine Interfaces OUT OF THE LAB: user issues and design considerationsnicolas nova
4.4K views23 slides
ATDD for Web Apps by
ATDD for Web AppsATDD for Web Apps
ATDD for Web Appsekantola
771 views43 slides

What's hot(7)

Emotinal Design by Hamed Abdi
Emotinal DesignEmotinal Design
Emotinal Design
Hamed Abdi242 views
"Virtual Environments for Healthcare" By Pavarti Dav- Serious Play Conference... by SeriousGamesAssoc
"Virtual Environments for Healthcare" By Pavarti Dav- Serious Play Conference..."Virtual Environments for Healthcare" By Pavarti Dav- Serious Play Conference...
"Virtual Environments for Healthcare" By Pavarti Dav- Serious Play Conference...
SeriousGamesAssoc917 views
Peng. bahan ajar 05 by jayamartha
Peng. bahan ajar   05Peng. bahan ajar   05
Peng. bahan ajar 05
jayamartha400 views
Lecture 02 engineering design by Kawaldeep Singh
Lecture 02 engineering designLecture 02 engineering design
Lecture 02 engineering design
Kawaldeep Singh1.8K views
Brain-Machine Interfaces OUT OF THE LAB: user issues and design considerations by nicolas nova
Brain-Machine Interfaces OUT OF THE LAB: user issues and design considerationsBrain-Machine Interfaces OUT OF THE LAB: user issues and design considerations
Brain-Machine Interfaces OUT OF THE LAB: user issues and design considerations
nicolas nova4.4K views
ATDD for Web Apps by ekantola
ATDD for Web AppsATDD for Web Apps
ATDD for Web Apps
ekantola771 views
INTERACTIVE WHITEBOARD SOLUTIONS by Helder Lopes
INTERACTIVE WHITEBOARD SOLUTIONSINTERACTIVE WHITEBOARD SOLUTIONS
INTERACTIVE WHITEBOARD SOLUTIONS
Helder Lopes1.3K views

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

Chris Lock - Persuation, Emotion and Trust in Online Banking by
Chris Lock - Persuation, Emotion and Trust in Online BankingChris Lock - Persuation, Emotion and Trust in Online Banking
Chris Lock - Persuation, Emotion and Trust in Online Bankingwud_tallinn
3K views64 slides
Expoiting Cognitive Biais - Creating UX for the Irrational Human Mind by
Expoiting Cognitive Biais - Creating UX for the Irrational Human MindExpoiting Cognitive Biais - Creating UX for the Irrational Human Mind
Expoiting Cognitive Biais - Creating UX for the Irrational Human MindYu Centrik
2.8K views55 slides
A Framework for Applying Quantified Self Approaches to Support Reflective Lea... by
A Framework for Applying Quantified Self Approaches to Support Reflective Lea...A Framework for Applying Quantified Self Approaches to Support Reflective Lea...
A Framework for Applying Quantified Self Approaches to Support Reflective Lea...veronicarp
1.2K views22 slides
Cinemappy: a Context-aware Mobile App for Movie Recommendations boosted by DB... by
Cinemappy: a Context-aware Mobile App for Movie Recommendations boosted by DB...Cinemappy: a Context-aware Mobile App for Movie Recommendations boosted by DB...
Cinemappy: a Context-aware Mobile App for Movie Recommendations boosted by DB...Vito Ostuni
871 views22 slides
[Nux]05 ux by
[Nux]05 ux[Nux]05 ux
[Nux]05 uxjylee_kgit
406 views54 slides
Rossett fallinloveagain w isd by
Rossett fallinloveagain w isdRossett fallinloveagain w isd
Rossett fallinloveagain w isdAllison Rossett
733 views32 slides

Similar to The Adventure of a Cognitive Psychologist: From Cognition to Design, From Academic to Industry(20)

Chris Lock - Persuation, Emotion and Trust in Online Banking by wud_tallinn
Chris Lock - Persuation, Emotion and Trust in Online BankingChris Lock - Persuation, Emotion and Trust in Online Banking
Chris Lock - Persuation, Emotion and Trust in Online Banking
wud_tallinn3K views
Expoiting Cognitive Biais - Creating UX for the Irrational Human Mind by Yu Centrik
Expoiting Cognitive Biais - Creating UX for the Irrational Human MindExpoiting Cognitive Biais - Creating UX for the Irrational Human Mind
Expoiting Cognitive Biais - Creating UX for the Irrational Human Mind
Yu Centrik2.8K views
A Framework for Applying Quantified Self Approaches to Support Reflective Lea... by veronicarp
A Framework for Applying Quantified Self Approaches to Support Reflective Lea...A Framework for Applying Quantified Self Approaches to Support Reflective Lea...
A Framework for Applying Quantified Self Approaches to Support Reflective Lea...
veronicarp1.2K views
Cinemappy: a Context-aware Mobile App for Movie Recommendations boosted by DB... by Vito Ostuni
Cinemappy: a Context-aware Mobile App for Movie Recommendations boosted by DB...Cinemappy: a Context-aware Mobile App for Movie Recommendations boosted by DB...
Cinemappy: a Context-aware Mobile App for Movie Recommendations boosted by DB...
Vito Ostuni871 views
UX Strategy and Lean UX by John Whalen
UX Strategy and Lean UXUX Strategy and Lean UX
UX Strategy and Lean UX
John Whalen11.8K views
ASTD NYC Informal Learning Session by Ontuitive
ASTD NYC Informal Learning SessionASTD NYC Informal Learning Session
ASTD NYC Informal Learning Session
Ontuitive329 views
The Modern Columbian Exchange: Biovision 2012 Presentation by Merck
The Modern Columbian Exchange: Biovision 2012 PresentationThe Modern Columbian Exchange: Biovision 2012 Presentation
The Modern Columbian Exchange: Biovision 2012 Presentation
Merck1.4K views
Allison Anderson and Bob 3 of 3 by LearnTrends
Allison Anderson and Bob 3 of 3Allison Anderson and Bob 3 of 3
Allison Anderson and Bob 3 of 3
LearnTrends584 views
Final Year Project Guidance by Varad Meru
Final Year Project GuidanceFinal Year Project Guidance
Final Year Project Guidance
Varad Meru5.1K views
Power point udl APP4 Budd Julie by julieannebudd
Power point udl APP4 Budd JuliePower point udl APP4 Budd Julie
Power point udl APP4 Budd Julie
julieannebudd837 views
Agile Business Analysis - The Key to Effective Requirements on Agile Projects by Lilian De Munno
Agile Business Analysis - The Key to Effective Requirements on Agile ProjectsAgile Business Analysis - The Key to Effective Requirements on Agile Projects
Agile Business Analysis - The Key to Effective Requirements on Agile Projects
Lilian De Munno714 views
Taking the Training Wheels off of Social Technology: Enterprise 2.0 Conference by Yvette Cameron
Taking the Training Wheels off of Social Technology: Enterprise 2.0 ConferenceTaking the Training Wheels off of Social Technology: Enterprise 2.0 Conference
Taking the Training Wheels off of Social Technology: Enterprise 2.0 Conference
Yvette Cameron579 views
A Multidomain and Multilingual Conceptual Data Model for Online Reviews Repre... by Marcirio Chaves
A Multidomain and Multilingual Conceptual Data Model for Online Reviews Repre...A Multidomain and Multilingual Conceptual Data Model for Online Reviews Repre...
A Multidomain and Multilingual Conceptual Data Model for Online Reviews Repre...
Marcirio Chaves756 views

More from 志浩 蔡

運動,讓你重新找回自己 by
運動,讓你重新找回自己運動,讓你重新找回自己
運動,讓你重新找回自己志浩 蔡
2.6K views129 slides
心理學家的可能性 by
心理學家的可能性心理學家的可能性
心理學家的可能性志浩 蔡
2.1K views87 slides
使用者研究:從發現到驗證 by
使用者研究:從發現到驗證使用者研究:從發現到驗證
使用者研究:從發現到驗證志浩 蔡
2.5K views143 slides
反璞歸真:我們要設計的到底是什麼? by
反璞歸真:我們要設計的到底是什麼?反璞歸真:我們要設計的到底是什麼?
反璞歸真:我們要設計的到底是什麼?志浩 蔡
12.2K views75 slides
運動、心理學、使用者經驗:我們為什麼不運動? by
運動、心理學、使用者經驗:我們為什麼不運動?運動、心理學、使用者經驗:我們為什麼不運動?
運動、心理學、使用者經驗:我們為什麼不運動?志浩 蔡
7.2K views110 slides
使用者研究:從發現到驗證 by
使用者研究:從發現到驗證使用者研究:從發現到驗證
使用者研究:從發現到驗證志浩 蔡
3.6K views172 slides

More from 志浩 蔡(20)

運動,讓你重新找回自己 by 志浩 蔡
運動,讓你重新找回自己運動,讓你重新找回自己
運動,讓你重新找回自己
志浩 蔡2.6K views
心理學家的可能性 by 志浩 蔡
心理學家的可能性心理學家的可能性
心理學家的可能性
志浩 蔡2.1K views
使用者研究:從發現到驗證 by 志浩 蔡
使用者研究:從發現到驗證使用者研究:從發現到驗證
使用者研究:從發現到驗證
志浩 蔡2.5K views
反璞歸真:我們要設計的到底是什麼? by 志浩 蔡
反璞歸真:我們要設計的到底是什麼?反璞歸真:我們要設計的到底是什麼?
反璞歸真:我們要設計的到底是什麼?
志浩 蔡12.2K views
運動、心理學、使用者經驗:我們為什麼不運動? by 志浩 蔡
運動、心理學、使用者經驗:我們為什麼不運動?運動、心理學、使用者經驗:我們為什麼不運動?
運動、心理學、使用者經驗:我們為什麼不運動?
志浩 蔡7.2K views
使用者研究:從發現到驗證 by 志浩 蔡
使用者研究:從發現到驗證使用者研究:從發現到驗證
使用者研究:從發現到驗證
志浩 蔡3.6K views
使用者經驗與健康促進 by 志浩 蔡
使用者經驗與健康促進使用者經驗與健康促進
使用者經驗與健康促進
志浩 蔡1.3K views
運動的使用者經驗:或是,我們為什麼不運動? by 志浩 蔡
運動的使用者經驗:或是,我們為什麼不運動?運動的使用者經驗:或是,我們為什麼不運動?
運動的使用者經驗:或是,我們為什麼不運動?
志浩 蔡12.1K views
觀察與設計 by 志浩 蔡
觀察與設計觀察與設計
觀察與設計
志浩 蔡3.4K views
使用者經驗設計在台灣:困境與挑戰 by 志浩 蔡
使用者經驗設計在台灣:困境與挑戰使用者經驗設計在台灣:困境與挑戰
使用者經驗設計在台灣:困境與挑戰
志浩 蔡10.6K views
觀察與設計 by 志浩 蔡
觀察與設計觀察與設計
觀察與設計
志浩 蔡3.9K views
從生命結構的轉變看高等教育的未來 by 志浩 蔡
從生命結構的轉變看高等教育的未來從生命結構的轉變看高等教育的未來
從生命結構的轉變看高等教育的未來
志浩 蔡3.4K views
沒有電視的日子(Life Without TV) by 志浩 蔡
沒有電視的日子(Life Without TV)沒有電視的日子(Life Without TV)
沒有電視的日子(Life Without TV)
志浩 蔡10.7K views
公共運輸的使用者經驗(The User Experience of Public Transportation) by 志浩 蔡
公共運輸的使用者經驗(The User Experience of Public Transportation)公共運輸的使用者經驗(The User Experience of Public Transportation)
公共運輸的使用者經驗(The User Experience of Public Transportation)
志浩 蔡11.1K views
觀察與設計 by 志浩 蔡
觀察與設計觀察與設計
觀察與設計
志浩 蔡20.3K views
從教學中豐富自己的生命 by 志浩 蔡
從教學中豐富自己的生命從教學中豐富自己的生命
從教學中豐富自己的生命
志浩 蔡10.9K views
User Experience Design at the Crossroads by 志浩 蔡
User Experience Design at the CrossroadsUser Experience Design at the Crossroads
User Experience Design at the Crossroads
志浩 蔡3.3K views
觀察與設計 by 志浩 蔡
觀察與設計觀察與設計
觀察與設計
志浩 蔡9.8K views
大叔看電視 by 志浩 蔡
大叔看電視大叔看電視
大叔看電視
志浩 蔡8.1K views
Reading: The User Experience of Written Text(閱讀:文字的使用者經驗) by 志浩 蔡
Reading: The User Experience of Written Text(閱讀:文字的使用者經驗)Reading: The User Experience of Written Text(閱讀:文字的使用者經驗)
Reading: The User Experience of Written Text(閱讀:文字的使用者經驗)
志浩 蔡2.9K views

Recently uploaded

boggiano_project 2.pptx by
boggiano_project 2.pptxboggiano_project 2.pptx
boggiano_project 2.pptxsamboggiano
20 views8 slides
Menu.pdf by
Menu.pdfMenu.pdf
Menu.pdfnyhapedraza
14 views7 slides
JAWARK Inside Company Profile 2024 by
JAWARK Inside Company Profile 2024JAWARK Inside Company Profile 2024
JAWARK Inside Company Profile 2024mostafareda1994
12 views45 slides
StratPlanning Manual 220713.pdf by
StratPlanning Manual 220713.pdfStratPlanning Manual 220713.pdf
StratPlanning Manual 220713.pdfLakewalk Media
19 views43 slides
The-Craft Menu by
The-Craft MenuThe-Craft Menu
The-Craft Menunyhapedraza
22 views12 slides
FIESTAS DE QUITO.pdf by
FIESTAS DE QUITO.pdfFIESTAS DE QUITO.pdf
FIESTAS DE QUITO.pdfeluniversocom
26 views8 slides

Recently uploaded(20)

boggiano_project 2.pptx by samboggiano
boggiano_project 2.pptxboggiano_project 2.pptx
boggiano_project 2.pptx
samboggiano20 views
StratPlanning Manual 220713.pdf by Lakewalk Media
StratPlanning Manual 220713.pdfStratPlanning Manual 220713.pdf
StratPlanning Manual 220713.pdf
Lakewalk Media19 views
Sugar Air Kiss Lipstick by aryasheel1
Sugar Air Kiss LipstickSugar Air Kiss Lipstick
Sugar Air Kiss Lipstick
aryasheel17 views
The Report is Dead, Long Live the Report ! Communicating Usability Research F... by Centralis
The Report is Dead, Long Live the Report ! Communicating Usability Research F...The Report is Dead, Long Live the Report ! Communicating Usability Research F...
The Report is Dead, Long Live the Report ! Communicating Usability Research F...
Centralis8 views
Samsung Galaxy Watch 5 Presentation by aryasheel1
Samsung Galaxy Watch 5 PresentationSamsung Galaxy Watch 5 Presentation
Samsung Galaxy Watch 5 Presentation
aryasheel113 views
Sudden Deafness Design Document by wyfangherman
Sudden Deafness Design DocumentSudden Deafness Design Document
Sudden Deafness Design Document
wyfangherman53 views
BeatsFest Brand Guidelines Final.pdf by EddiePena9
BeatsFest Brand Guidelines Final.pdfBeatsFest Brand Guidelines Final.pdf
BeatsFest Brand Guidelines Final.pdf
EddiePena97 views
500% Sales Growth with Amazon A+ Content by Fahima
500% Sales Growth with Amazon A+ Content500% Sales Growth with Amazon A+ Content
500% Sales Growth with Amazon A+ Content
Fahima9 views
Free World aids day Template from Best presentation design agency by slideceotemplates
Free World aids day Template from Best presentation design agencyFree World aids day Template from Best presentation design agency
Free World aids day Template from Best presentation design agency
DR Portfolio.pptx by robertsd2
DR Portfolio.pptxDR Portfolio.pptx
DR Portfolio.pptx
robertsd218 views

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

  • 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
  • 5. 2001-05-31 http://www.sinica.edu.tw/as/weekly/90/822/index.html 2012-11-07 5
  • 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
  • 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
  • 16. Education Research Service Public Needs Business Courses Discovery Consulting Internal Prototype Community Training Design Lectures 2012-11-07 16
  • 20. Wide Context (Goal of Interaction) User Experience Narrow Context (Interaction) 2012-11-07 20
  • 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
  • 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
  • 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
  • 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
  • 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
  • 51. Wide Context (Goal of Interaction) 星巴克解決了什麼問題? Narrow Context (Interaction) 2012-11-07 51
  • 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
  • 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