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research, design, prototyping
IA vs. AI:
will robots be better researchers than us?
Raffaella Roviglioni
@raffiro
28 Sept ...
Who am I?
10 + years of design and research experience
Currently Head of Discovery at Fifth Beat
Member of the UX/IA commu...
Why this talk?
….
Raffaella Roviglioni
@raffiro (CC) Ars Electronica Flickr
I am going to talk about
● A brief intro on what is AI and a
bunch of other terms
● User research phases and how
AI perfor...
What is AI?
“Artificial intelligence (AI) is a collection of technologies that enables
machines to perform tasks that prev...
Some concepts around AI
● Machine learning
● Deep learning
● Utility function
(Graymatter UK)
Raffaella Roviglioni
@raffiro
#euroia18
“Machine learning (ML) is the science of helping
computers discover patterns and relationships in
data instead o...
#euroia18
Raffaella Roviglioni
@raffiro
(Didarc)
#euroia18
Deep learning
Utility function
#euroia18
“An agent's preferences over possible outcomes
can be captured by a function that maps these
ou...
User research and AI
Raffaella Roviglioni
@raffiro
“If you aren’t aligned with a human need, you’re just going to build a ...
Strategy
#euroia18
● Client briefs
● Workshop to identify the goals of
the research
● Other means for collecting
business ...
Conducting research
#euroia18
In-presence interviews require a human
to interact with!
Raffaella Roviglioni
@raffiro (CC) ...
A good interviewer
#euroia18
Asks the right questions, at the right
time, following the flow of the
discussion and not imp...
A good interviewer/2
#euroia18
Demonstrates empathy for the person
and have them open up
Raffaella Roviglioni
@raffiro (CC...
“I think if we allow machines to observe us long enough, they’ll
probably be able to mimic us very convincingly.
But my pe...
A good interviewer/3
#euroia18
Observes all the non-verbal cues from
the participant to gather additional
information
Raff...
“The chemical composition of our breath gives away our
feelings.
There's a dynamic mixture of acetone, isoprene and carbon...
A good interviewer/4
#euroia18
Follows a hunch they might have during
the interview, to explore something
they didn’t anti...
Transcribing
#euroia18
Raffaella Roviglioni
@raffiro
(CC) DmitriyFlickr
- that has has even two Aussies going
- we all the way
- the way to come to Canada in but not but nothing Central African ...
Analysis
#euroia18
Relevant pieces of the transcripts are
tagged with significant keywords
Patterns are identified within ...
“Deep learning can do that! By pairing lots of examples
of natural language with labels about positivity or
negativity (or...
Analysis
#euroia18
Coding requires background
information about the context, the
participant and the project
Input of ad h...
Analysis
#euroia18
Conceptualizing our thought process is
the challenge
What determines a successful
research?
Do we know ...
Synthesis
#euroia18
Assign a priority to the insights
Understand which are actionable
Suggest the best course of action
Ra...
So… what?
(CC) Antonio Esponda Flickr
Raffaella Roviglioni
@raffiro
Our future
#euroia18
Work with data scientists and AI
specialists
Learn how to formulate correctly utility
functions
Contr...
Will robots be better researchers than us?
Probably not.
Raffaella Roviglioni
@raffiro (CC) Ars Electronica Flickr
Raffaella Roviglioni
@raffiro
Raffaella Roviglioni
@raffiro
Could we become an enhanced version
of ourselves?
© Neil Harbi...
info@fifthbeat.com - www.fifthbeat.com
Rome, Milan and Berlin
Many thanks to
● EuroIA and the audience for this opportunit...
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EuroIA 2018 - AI vs IA: Will robots be better researchers than us?

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We are on the verge of Artificial Intelligence (AI) exponential growth in terms of capability to perform deep learning, machine learning and big data analysis.

Projections show that in the next decade AIs will likely take over jobs in a wide range of industries, covering not only manual work but intellectual one as well. What will happen in the knowledge work area? Will our work as information architects, researchers and designers be impacted, and how?

While there is some discussion already around the impact of AI on the design work (https://www.oreilly.com/ideas/ai-and-the-future-of-design-what-will-the-designer-of-2025-look-like or https://uxdesign.cc/how-ai-will-impact-your-routine-as-a-designer-2773a4b1728c on Medium) less has been said around the possible changes within the design research area, with the exception of big data behavioral analysis.

In this talk I’d like to explore this future scenario with a user research perspective: going through all the different phases of a research project, from the brief down to the synthesis of results, I will compare the performance of a human design researcher with that of an AI, showing strengths and weaknesses for each of them. The result of this comparison could shed light on which tasks are likely to be better achieved by AIs in the future, and where instead the contribution of a human being is still very much valuable, and why.

The underlying idea is to discuss what is the human added value in our area of work, where we can take advantage of the AIs contribution, and on what, as practicioners, we should focus our careers on to ensure not only our professional survival but the best possible future for the humans we are designing for.

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EuroIA 2018 - AI vs IA: Will robots be better researchers than us?

  1. 1. research, design, prototyping IA vs. AI: will robots be better researchers than us? Raffaella Roviglioni @raffiro 28 Sept 2018 #euroia18
  2. 2. Who am I? 10 + years of design and research experience Currently Head of Discovery at Fifth Beat Member of the UX/IA community in Rome, Italy and EuroIA Raffaella Roviglioni @raffiro
  3. 3. Why this talk? …. Raffaella Roviglioni @raffiro (CC) Ars Electronica Flickr
  4. 4. I am going to talk about ● A brief intro on what is AI and a bunch of other terms ● User research phases and how AI performs in each one, compared to us ● So what? A few reflections and take-aways for our future. (CC) Carsten S.FlickrRaffaella Roviglioni @raffiro
  5. 5. What is AI? “Artificial intelligence (AI) is a collection of technologies that enables machines to perform tasks that previously would require human intelligence, such as learning, reasoning, solving problems, and adjusting to new input.” Cindy Lu, Alice Preston Raffaella Roviglioni @raffiro (CC) Engineering in Cambrdige: Jean de La Verpilliere, Flickr
  6. 6. Some concepts around AI ● Machine learning ● Deep learning ● Utility function (Graymatter UK) Raffaella Roviglioni @raffiro
  7. 7. #euroia18 “Machine learning (ML) is the science of helping computers discover patterns and relationships in data instead of being manually programmed” Josh Lovejoy and Jess Holbrook Machine learning Raffaella Roviglioni @raffiro
  8. 8. #euroia18 Raffaella Roviglioni @raffiro (Didarc) #euroia18 Deep learning
  9. 9. Utility function #euroia18 “An agent's preferences over possible outcomes can be captured by a function that maps these outcomes to a real number” José M. Vidal Raffaella Roviglioni @raffiro
  10. 10. User research and AI Raffaella Roviglioni @raffiro “If you aren’t aligned with a human need, you’re just going to build a very powerful system to address a very small—or perhaps nonexistent— problem.” Josh Lovejoy, Google
  11. 11. Strategy #euroia18 ● Client briefs ● Workshop to identify the goals of the research ● Other means for collecting business needs (stakeholders’ interviews) Raffaella Roviglioni @raffiro (CC) Paul L Dineen Flickr
  12. 12. Conducting research #euroia18 In-presence interviews require a human to interact with! Raffaella Roviglioni @raffiro (CC) Vincent Diamante Flickr
  13. 13. A good interviewer #euroia18 Asks the right questions, at the right time, following the flow of the discussion and not imposing a script Understands when and how to do follow-up questions Raffaella Roviglioni @raffiro
  14. 14. A good interviewer/2 #euroia18 Demonstrates empathy for the person and have them open up Raffaella Roviglioni @raffiro (CC) Petra Bensted Flickr
  15. 15. “I think if we allow machines to observe us long enough, they’ll probably be able to mimic us very convincingly. But my personal opinion is that the real emotional connection— that real empathic connection, and the idea of being self-aware—I think is a uniquely human thing.” Danielle Krettek, Google Empathy Lab Raffaella Roviglioni @raffiro
  16. 16. A good interviewer/3 #euroia18 Observes all the non-verbal cues from the participant to gather additional information Raffaella Roviglioni @raffiro (CC) Nick Webb Flickr
  17. 17. “The chemical composition of our breath gives away our feelings. There's a dynamic mixture of acetone, isoprene and carbon dioxide that changes when our heart speeds up, when our muscles tense, and all without any obvious change in our behaviors. It is the end of the poker face.” Poppy Crum Raffaella Roviglioni @raffiro
  18. 18. A good interviewer/4 #euroia18 Follows a hunch they might have during the interview, to explore something they didn’t anticipate Raffaella Roviglioni @raffiro (CC) flawijn .pix Flickr
  19. 19. Transcribing #euroia18 Raffaella Roviglioni @raffiro (CC) DmitriyFlickr
  20. 20. - that has has even two Aussies going - we all the way - the way to come to Canada in but not but nothing Central African from the Republic government those - those three three daughters donors have had a ritual the original that they mentioned mentioned then you then have you have other donors - the winners mostly mostly those blues based based in in in in that the car comp that I'm bisexual donors to - two synagogue sitting on Raffaella Roviglioni @raffiro
  21. 21. Analysis #euroia18 Relevant pieces of the transcripts are tagged with significant keywords Patterns are identified within the findings Insights emerge Raffaella Roviglioni @raffiro (CC) Katie Walker Flickr
  22. 22. “Deep learning can do that! By pairing lots of examples of natural language with labels about positivity or negativity (or any other spectrum we want to gauge), we can develop agents that can learn to understand the sentiments underlying new messages” Siraj RavalRaffaella Roviglioni @raffiro
  23. 23. Analysis #euroia18 Coding requires background information about the context, the participant and the project Input of ad hoc parameters A clear vocabulary and paired/linked terms Raffaella Roviglioni @raffiro (C) Claudio Marinangeli
  24. 24. Analysis #euroia18 Conceptualizing our thought process is the challenge What determines a successful research? Do we know how to write a utility function for insights? Raffaella Roviglioni @raffiro (C) Claudio Marinangeli
  25. 25. Synthesis #euroia18 Assign a priority to the insights Understand which are actionable Suggest the best course of action Raffaella Roviglioni @raffiro
  26. 26. So… what? (CC) Antonio Esponda Flickr Raffaella Roviglioni @raffiro
  27. 27. Our future #euroia18 Work with data scientists and AI specialists Learn how to formulate correctly utility functions Contribute to the collective effort as a community Raffaella Roviglioni @raffiro (CC) Raissa Ruschel Flickr
  28. 28. Will robots be better researchers than us? Probably not. Raffaella Roviglioni @raffiro (CC) Ars Electronica Flickr
  29. 29. Raffaella Roviglioni @raffiro Raffaella Roviglioni @raffiro Could we become an enhanced version of ourselves? © Neil Harbisson
  30. 30. info@fifthbeat.com - www.fifthbeat.com Rome, Milan and Berlin Many thanks to ● EuroIA and the audience for this opportunity ● Claudio Marinangeli for the loving support and brain stimulation ● Fifth Beat for being my new family keep in touch at raffaella.roviglioni@fifthbeat.com - @raffiro

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