Korean Cognitive Science Conference (1/3): Cognitive Science UX Applications

why? 

   Smart?

   what is intelligence

   We need to understand the structure and workings of the mind

   thought(mind) + intelligence

Process

   Sensation (memory) 

   Perception 

   Cognition 

   Action

Notes on sensation

  Visual angle,

  Characteristics of cones: to register peripheral vision, you need motion, not just color

  Optical illusion through lateral inhibition (the act of extracting outlines / perceiving contours)

  Feature detector cells (hard to distinguish items with the same components)

  Facial recognition ability

  Gestalt theory (things appear grouped by similarity: this can be applied when minimizing icons and buttons)

  Sensory memory / working memory (short-term memory)

  Guide users toward recognition rather than recall (arbitrary gestures are recall-based)

Natural language interface

*  (Future UI: youtube->catch&throw)

Consider the influence technology has on us

(navigation, diminishing sense of space, etc.)

Creative direction for fusing humanities and engineering

Defining consumer, user, and customer

* Chomsky: MIT Linguistics / established language structure theory

Perfect sentence (structuralism): I am a person.

     vs perfect meaning (semantics): I am a desk

     There are limits to implementing this in systems

     (Siri: language has context and thought.) 

* IMC strategy ( http://m.ask.nate.com/qna/view.html?n=4707876 ) 

* UX = creating new value based on planning direction, in-house technology, external consulting, and purchase data (considering development, product planning, advance planning, and IMC altogether)

* flexible UI

Fusion = chaos? -> We need to think about the essence

Daniel Kahneman

Amos Tversky

-> Prospective Theory

Classical economics (humans make rational and consistent decisions)

Keywords in new behavioral economics

  - Heuristics 

  - Bias: outcomes can sometimes be distorted

  - Bounded rationality: it's not always the case

  -> Predictable irrationality

Lessons

   - Classical economics -cognitive science-> behavioral economics

   - UX so far -cognitive science-> ?

Heuristics and biases

   : framing, loss aversion, anchoring, reference points, endowment effect, mental accounting...

*Thinking, Fast and Slow

At the root of heuristics is the idea that human thinking operates on two systems.

   System 1 (Human): automatic, uncontrollable, associative, fast, unconscious

   System 2 (Econ): deliberate, effortful, conscious, logical, slow

Traditional UX: understanding the user (the perfect user?) 

Classical HCI: MHP has academic significance but is overly simplified. Isn't it very System 2 (Econ)?..

Can the user predict the system through GOMS? It's clean academically (algorithmically), but a bit removed from actual practice.

   : The assumption here is that we can fully know consistent choices and conditions. It excludes awareness of System 1.

   : (case) Three Mile Island nuclear accident — over 100 automatic alarms went off at the time of the accident, but the operators couldn't make sense of them (they just knew something was terribly wrong / System 1; we need to provide an answer for what to do / System 2. Were they too focused on System 1, which then interfered with System 2?), 

    Two scrolls, 

     Speed cameras (approaching System 1 rather than System 2 — instead of showing text when you exceed the speed limit, flash the whole frame), 

    Spatial disorientation in flight (not being able to tell up from down) — in that moment, System 1 cognition is so strong that looking at the instrument panel leads to a misjudgment, 

   The shopping god (impulse buying)   

Usability evaluation

   What should we use as the metric?

    - Performance 

    - Preference

   

   * (Predictably Irrational by Dan Ariely)

      - A patient's pain (-> peak-end rule)

      - http://m.blog.naver.com/PostView.nhn?blogId=lkh77777&logNo=60182144792

     - We also need to think about System 1