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Next-generation intelligent applications require cognitive design
The presentation by John Whalen discusses the importance of cognitive design in developing next-generation intelligent applications, emphasizing the need for AI-driven user experiences that align with human thought processes. Key findings highlight that the most accurate AI tools are not necessarily preferred by users, underscoring the significance of emotional responses and engagement in user interactions. The document advocates for a humanized design approach, suggesting opportunities for business applications that cater to user expectations and experiences.
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Next-generation intelligent applications require cognitive design
- 1. Next-generation intelligent applications require cognitivedesign John Whalen, Ph.D. Chief Experience Officer 10Pearls Presented at O’Reilly AI Conference, San Francisco, 2017
- 2.
- 3. PhD Cognitive Science JohnsHopkins University Cognitive Neuroscience Linguistics Neural Networks/ML Vision Science Post Doc. at UCLA during dot.com boom Professor in Psychology Univ. Delaware Biometrics Numerical Cognition Founder, UX Lead Brilliant Experience User Insights Digital Strategy UX / CX CXO 10Pearls User Insights Digital Strategy AI + UX John Whalen
- 4. According to GoogleImages, I am User Experience!
- 5. “Intelligent Experiences” Business reimagined -Significant development - Data driven / AI-based Experience reimagined - Research, psychology - Innovative UX/CX +
- 6. An end-to-end digitalexperience and enterprise software application partner. Digital Experience & Enterprise Mobile Partner Supplier of the Year: Building Digital Marketplace 50 on Fire – Hottest Companies Award
- 7. Special thanks: Max Kalicka,Researcher Imran Aftab, CEO Jen Foster, Director
- 8. Agenda 1. Why AIUX is so different 2. Designing for how people think 3. Introducing studies 4. Examples & results breakdown 5. Summary & implications
- 9. 1. Why AIUX is so different
- 10. Challenge 1: What isa usability success?
- 11. “Okay Google, show mea waterfall.” @johnwhalen #TheAIConf
- 12. “Okay Google, order mea pizza.” “Here are some nearby pizza restaurants…” @johnwhalen #TheAIConf
- 13. Challenge 2: Humanizedexperiences
- 14. “Ask Alexa toplay some music.” “Okay, I’ll ask her.”
- 15. Pronouns given It ItIt Her Him Her @johnwhalen #TheAIConf
- 16. “Hey Siri, do youlove me?” [ouch!]
- 17. 2. Design forhow people think
- 18. Language Wayfinding Vision / Attention MemoryEmotion Decision Making Designfor how people think @johnwhalen #TheAIConf
- 19. Language Wayfinding Vision / Attention MemoryEmotion Decision Making @johnwhalen#TheAIConf Use brain science to build intelligent experiences What words and word order were in the command? Could user understand their choices and where they are in the system? Did the AI match expectations? Did the AI generate a positive emotional response? Did the answer help to solve a problem? Did AI focus the user on the answer?
- 20. 3. Case inpoint: AI experiences
- 21. Prompt: Chicago, second tallest building Participant: “Alexa,what is the second tallest building in Chicago?” @johnwhalen #TheAIConf
- 22. Task types andAI assistants studied Siri Study1 Personal Cortana Google Assistant Alexa Google Home Alexa SiriHound Study2 Personal+ Business
- 23.
- 24. Experience with AI AIexperience No AI experience
- 25.
- 26. English fluency Native Englishspeaker Non-native English speaker
- 27. Types of requests 1.Simple facts 2. Complex facts 3. Commands 4. Games/Jokes 5. Business needs
- 28. Captured: 1. Request uttered 2.AI response 3. Facial expression 4. Heart rate 5. GSR (sweat)
- 29. 4a. Study 1Results: Personal Tasks
- 30. Hotel near MOMAin NYC
- 31. Population of countrywith Eiffel Tower
- 32. 24hr grocery storenear me
- 33.
- 34. Do you likeme?
- 35. Answer accuracy byage 63% 68% 66% 65% @johnwhalen #TheAIConf Note: Command style variance
- 36. Answer accuracy byassistant 76% 68% 61% 61% @johnwhalen #TheAIConf Siri CortanaGoogle Assistant Alexa
- 37. Note: The mostaccurate AI tools are not the most preferred. Emotion matters! @johnwhalen #TheAIConf
- 38. Accuracy and preferenceby assistant 76% 61% 68% 61% @johnwhalen #TheAIConf PREFERREDACCURACY 38% 33% 5% 5% Siri CortanaGoogle Assistant Alexa
- 39. Preferred Google Assistant: “Annoyingwhen they are being human. I don't feel anything with them.” “It is weird that they have a personality and can already tell a joke.” “Just give me the answer” “I want general information and answers fast.” @johnwhalen #TheAIConf
- 40. Preferred Alexa: “Alexa feelslike it is addressing me back. Feels like I am interacting with a person.” “Prefer Alexa because it tells me its not sure.” “I like when it answers the question the way I worded it.” “Responses were direct. Fun to banter back and forth.” @johnwhalen #TheAIConf
- 41. 4b. Study 2Results: Personal + Business Tasks
- 42. Task types &AI assistants Google Home Alexa SiriHound Study2 Personal+ Business
- 43. News on JohnnyDepp
- 44. Flight status United753, tomorrow
- 45. Find 24-hour grocerystore
- 46. Microsoft’s last closingstock price
- 47. When to leave,arrive Dulles airport 10pm
- 48. May housing starts,up or down?
- 49. Text Max Kalicka“Meet me on July 10”
- 50. Answer accuracy byassistant 77% 74% 59% 50% @johnwhalen #TheAIConf Hound Google Assistant Siri Alexa
- 51. Answer accuracy bytask type 72% 58% @johnwhalen #TheAIConf Personal Tasks Business Tasks
- 52. Accuracy and preferenceby assistant 50% 74% 59% 77% @johnwhalen #TheAIConf PREFERREDACCURACY 35% 21% 21% 14% Google Assistant SiriAlexa Hound
- 53. Preferred Hound: “I dolove that when you ask it a question it provides you an answer in two options.” “It remembered what I was talking about.” “I liked the way it asked more than one question to get to the answer.” “It was better at the back and forth.” @johnwhalen #TheAIConf
- 54. Biometric signature ofpreferred tool Heart Rate GSR Positive Affect @johnwhalen #TheAIConf
- 55. Product designers: We candetect which AI assistant is preferred and if your assistant is improving over time. @johnwhalen #TheAIConf
- 56. 5. Summary &implications @johnwhalen #TheAIConf
- 57. 1. The mostaccurate tools are not the most preferred. 50% 74% 59% 77% @johnwhalen #TheAIConf FAVORITEACCURACY 35% 21% 21% 14% Google Assistant SiriAlexa Hound
- 58. 2. Biometrics candetect emotional preference. Heart Rate GSR Positive Affect @johnwhalen #TheAIConf
- 59. 3. There isan opportunity for business assistants. 72% 58% @johnwhalen #TheAIConf Personal Tasks Business Tasks
- 60. 4. Design forhow people think. 1. Conversational cadence 2. Context relevance 3. Emotional response @johnwhalen #TheAIConf Language Wayfinding Vision / Attention MemoryEmotion Decision Making
- 61. Thank you! John Whalen @johnwhalen linkedin.com/in/johnwhalen JohnWhalen Designing for How People Think USING BRAIN SCIENCE TO BUILD BETTER PRODUCTS
- 62. Summary of Findings 1.The most accurate tools are not the most preferred. Emotion matters! 2. Biometrics can detect emotional preference. 3. There is an opportunity for business assistants. 4. Humanize the experience. We need to design for how people think. @johnwhalen #TheAIConf