1.
蔡志浩蔡志浩
龍吟研論龍吟研論特聘研究總監特聘研究總監 ·· 悠識數位悠識數位使用者經驗顧問使用者經驗顧問 ·· 台灣使用者經驗設計協會台灣使用者經驗設計協會理事長理事長
User Experience Design at the CrossroadsUser Experience Design at the Crossroads
Happy UX 2013Happy UX 2013

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1992 ：學士，高雄醫學大學心理學系
1994 ：碩士，中正大學心理學研究所
2001 ：博士，美國伊利諾大學教育心理學系
2001-2011 ：助理教授，高雄醫學大學心理學系
使用者經驗設計與研究
認知心理學、教育心理學、閱讀心理學、語言學
人因工程、人工智慧（中文自然語言處理）
2012- ：理事長，台灣使用者經驗設計協會
2012- ：使用者經驗顧問，悠識數位顧問有限公司
2013- ：特聘研究總監，龍吟華人市場研發論壇中心
蔡志浩

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userxper.com

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www.lyccc.org.tw

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www.lyccc.org.tw

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台灣使用者經驗設計協會
uigathering.org

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uigathering.org

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The Larger Context

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Behavior
Need
Value
Product
Design
Value Proposition
User/Consumer Corporate
Abstract
Concrete

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Market
Research
User
Experience
User/Consumer Corporate
Interaction
Behavior
Need
Value
Product
Design
Value Proposition

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Marketing &
Market Research
User Experience
A relatively clear and small
set of vocabulary
Better academic connection
(consumer behavior)
A diverse set of methods for
lifestyle research
More connected to business
strategy

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User Experience Consumer Behavior
Use
Mostly Private
Experience
Implicit
Usability
Performance
Design
Scenario
Purchase
Easily Observable
Opinion
Explicit
Need
Value
Marketing
Persona

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Integrated Approach

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User/Consumer Centered Thinking
Use
Mostly Private
Experience
Implicit
Usability
Performance
Design
Scenario
Purchase
Easily Observable
Opinion
Explicit
Need
Value
Marketing
Persona

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User/Consumer Corporate
Interaction
User/Consumer
Centered
Thinking
Behavior
Need
Value
Product
Design
Value Proposition

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Obstacles

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Insufficient
Interdisciplinary Training

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The whole is greater
than the sum of its parts

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Not Very Good at
Identifying Real Problems

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Context of
Justification
Context of
Discovery
Level 1: Strategic
Knowing how to use some specific
method to solve related problems
Level 2: Metastrategic
Knowing what strategies should be
employed at a given time
Level 3: Metacognitive
Knowing where knowledge comes from
(what the real problems are)
Medin, D. L., Ross, B. H., & Markman, A. B. (2005). Cognitive psychology (4th ed.). Hoboken, NJ: Wiley & Sons.
Most people stop here (for the rest of their lives)

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Old Habits
Die Hard

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People tend to avoid thinking
as long as old habits work (however ineffectively)
When old habits stop working completely,
it is already too late to catch up

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Looking Ahead

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Start Learning
Start Questioning
Start Thinking

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Start Understanding
the Larger Context

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User/Consumer Corporate
Interaction
User/Consumer
Centered
Thinking
Behavior
Need
Value
Product
Design
Value Proposition

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Get Connected
With Me

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http://taiwan.chtsai.org/
taiwan.chtsai.org

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https://twitter.com/hao520/
hao520

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chtsai
https://www.facebook.com/chtsai