12. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
Daniel Kahneman - 2002 Nobel Memorial Prize in Economic
Sciences
Human has two major thinking systems
13. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
System 1
Fast
Unconscious
Approximate
System 2
Slow
Conscious
Precise
45. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
Why Cognition & Experience
are Important Factor in
Designing for Green Life?
• ASPIRE
• Direct one's hopes or ambitions towards achieving
something (Oxford Dictionary)
• To seek to attain or accomplish a particular goal
(Merriam-Webster)
• To have a strong wish or hope to do or have
something (Cambridge Dictionary)
• 立志要, 向往, 追求, 向志
46. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
Why User Experience?
ASPIRATION DESIGN
Aspiration design aims to find a better way to help
people to act to achieve the most common but difficult
goals of life.
47. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
• YOU CAN PRESENT SOMEONE WITH A
VERY COMPELLING REASON FOR DOING
SOMETHING
However If the outcome is not connected either with the logic of
that person or with the emotional attachment of that person, there
won't be enough incentive for that person to make any meaningful
changes.
48. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
Very few if any of you have change your behavior based on
TED Knowledge. If you did, if we all did, it would profoundly
change the world in which we live.
49. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
People often know doing
something is good for themselves
and society.
50. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
BUT, they do not really want to
do it right now.
52. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
DECISION MAKING
Decision-making is regarded as the cognitive process
resulting in the selection of a course of action among
several alternative possibilities.
54. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
BEHAVIORAL ECONOMICS
Study the effects of psychological, social, cognitive,
and emotional factors on the economic decisions of
individuals and institutions and the consequences for
market prices, returns, and the resource allocation
55. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
DECISION MAKING OVER TIME
Most of our decisions do not yield immediate outcomes, but
outcomes that can only be realized at some point in the
future.
56. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
TIME PREFERENCE
Someone with a high time preference is focused
substantially on well-being in the present and the
immediate future.
61. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
TRADITIONAL HUMAN PERSUADER
Teacher
Parents
Salespeople
Religious leader
Friends
Medical Doctor
Politician
62. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
Technology’s Advantages over Human
Persuaders
Computers Are Persistent
Computers Allow Anonymity
Computers Can Store, Access, and Manipulate Huge Volumes of
Data
Computers Can Use Many Modalities
Computer Software Can Scale
Computers Can Be Ubiquitous
63. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
TECH PRODUCTS HAS PROFOUNDLY
CHANGE OUR BEHAVIORS
INTENTIONALLY OR UNINTENTIONALLY
74. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
Motivation
Ability Easy to DoHard to Do
High
Motivation
Low
Motivation
Triggers
fall here
Triggers
succeed here
Activation
Threshold
B = M+A+T
Fogg Behavior Model – Behavior is the trade-off
between Motivation and Ability.
Technology can
make task easier
or tiny steps.
Technology can
be great trigger.
Technology can
bring motivation
to you
(BJ Fogg, 2009)
85. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
Two Paths to Increasing Ability
• Train People
• Make the Target Behavior Easier to Do
86. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
Six Simplicity Factors (Ability)
• Time
• Money
• Physical effort
• Brain cycles
• Social deviance
• Non-routine
87. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
Six Simplicity Factors (Ability)
• Time
• Money
• Physical effort
• Brain cycles
• Social deviance
• Non-routine
88. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
Six Simplicity Factors (Ability)
• Time
• Money
• Physical effort
• Brain cycles
• Social deviance
• Non-routine
89. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
Six Simplicity Factors (Ability)
• Time
• Money
• Physical effort
• Brain cycles
• Social deviance
• Non-routine
90. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
Six Simplicity Factors (Ability)
• Time
• Money
• Physical effort
• Brain cycles
• Social deviance
• Non-routine
91. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
Six Simplicity Factors (Ability)
• Time
• Money
• Physical effort
• Brain cycles
• Social deviance
• Non-routine
92. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
Different Name of Trigger
• Cue
• Prompt
• Call to Action
• Request
• Offer
93. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
Three Type of Triggers
• Facilitator
• Spark
• Signal
Motivation
Ability Easy to DoHard to Do
High
Motivation
Low
Motivation
Facilitator Signal
Spark
94. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
Three Type of Triggers
• Facilitator
• Spark
• Signal
Motivation
Ability Easy to DoHard to Do
High
Motivation
Low
Motivation
Facilitator Signal
Spark
95. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
Three Type of Triggers
• Facilitator
• Spark
• Signal
Motivation
Ability Easy to DoHard to Do
High
Motivation
Low
Motivation
Facilitator Signal
Spark
100. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
Format for a “Tiny Habit”
After I ________________,
I will _________________.
[existing habit]
[new tiny behavior]
101. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
Format for a “Tiny Habit”
After I ________________,
I will _________________.
walk in the door
hang my keys on hook
116. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
DESIGN TECH TO CHANGE FOR GOOD
MAKE INDIVIDUALS HAPPIER
MAKE HOUSEHOLDS STRONGER
MAKE COMMUNITIES MORE VIBRANT
119. Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
HOME WORKS
你覺得生活中，什麼是你想做，但是卻做不到的行為 是
什麼是你最想改變的行為?
例如：早睡早起/早點做作業/拒絕朋友邀約
你覺得創新產品，服務，或是科技應該如何設計，才可
以“不強迫自己”的前提下讓自己改變行為？
Editor's Notes
找幾位同學來分享 答案
找幾位同學來分享 答案
So, designing experience needs to design the mind
We use two major thinking systems
Every goal should fail, if we do not make any action for it. Why do not we make effort on it?
Every goal should fail, if we do not make any action for it.
Psychologies hold the secret, but they don’t know how to use the secret to make people’s life better.
Every goal should fail, if we do not make any action for it. Why do not we make effort on it?
Success represents the 1% of your work which results from the 99% that is called failure. Too much waste….very unsustainable
Every goal should fail, if we do not make any action for it. Why do not we make effort on it?
Every goal should fail, if we do not make any action for it. Why do not we make effort on it?
in Wang Yangming's view people make subject and object unified and make knowledge and action unifed through intention.
So, after thousand of years, we are not quite there. For example, TED Talks
Very few if any of you have change your behavior based on TED Knowledge. If you did, if we all did, it would profoundly change the world in which we live.
TED Talks are great
But, why don't we change our behaviors even if we have already understood change is good?
in Wang Yangming's view people make subject and object unified and make knowledge and action unifed through intention.
in Wang Yangming's view people make subject and object unified and make knowledge and action unifed through intention.
Every goal should fail, if we do not make any action for it. Why do not we make effort on it?
Only design what people desire creating more problems. We make the situation that people are lazy even worse, we human lose the power for everything. We lose the power to fight for poverty.
You can present someone with a very compelling (to you) reason for doing something, however
將video停止在中間，問同學的答案
Fogg’s behavior model, showing the diminishing marginal returns that happen with extra motivation or increased ability to act
pleasure/pain is a primitive response, and it functions adaptively in hunger, sex, and other activities related to self-preservation and propagation of our genes.
pleasure/pain is a primitive response, and it functions adaptively in hunger, sex, and other activities related to self-preservation and propagation of our genes.
This dimension is characterized by anticipation of an outcome. Hope is the anticipation of something good happening. Fear is the anticipation of something bad, often the anticipation of loss.
This dimension is at times more powerful than pleasure/pain, as is evidenced in everyday behavior. For example, in some situations, people will accept pain (a flu shot) in order to overcome fear (anticipation of getting the flu).
is a social dimension that has two sides: social acceptance and social rejection.
You can train people, giving them more skills, more ability to do the target behavior.
That’s the hard path.
Don’t take this route unless you really must. Training people is hard work, and most people resist learning new things. That’s just how we are as humans: lazy.
That’s just how we are as humans: lazy.
Think about time as a resource, If you don’t have 10 minutes to spend, and the target behavior requires 10 minutes, then it’s not simple. Money is another resource. If you don’t have $1, and the behavior requires $1, then it’s not simple.
Notice that what simplicity means for a typical 9-year-old is different than simplicity for the 55-year-old, because they have different resources in terms of time and money.
or example if I want to visit Las Vegas and must walk all the way from Stanford, that behavior would not be simple. But if I take a plane, that’s simpler because I don’t need to exert much physical effort.
If performing a target behavior causes us to think hard, that might not be simple. This is especially true if our minds are consumed with other issues. In contrast, some people are very good at thinking, so this link in their simplicity chain will rarely break. But for the most part, we overestimate how much everyday people want to think. Thinking deeply or thinking in new ways can be difficult.
social deviance is going against the norm, breaking the rules of society. If a target behavior requires me to be socially deviant, then that behavior is no longer simple. For example, wearing pajamas to a city council meeting might require the least effort, but there’s a social price I’d pay, which creates complications for that behavior.
People tend to find behaviors simple if they are routine, activities they do over and over again. When people face a behavior that is not routine, then they may not find it simple. In seeking simplicity, people will often stick to their routine, like buying gas at the same station, even if it costs more money or time than other options.
The concept of Trigger has different names: cue, prompt, call to action, request, and so on.
An effective facilitator tells users that the target behavior is easy to do, that it won’t require a resource he or she does not have at that moment.
In creating sparks for persuasive experiences, designers can review the three core motivators I’ve explained above. Sparks can leverage any of these motivational elements.
Sparks and other trigger types can come in various forms; the channel or embodiment doesn’t matter as long as the trigger is recognized, is associated with a target behavior, and is presented to users at a moment when they can take action.
This trigger type works best when people have both the ability and the motivation to perform the target behavior. The signal doesn’t seek to motivate people or simplify the task. It just serves as a reminder.
