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Human technology & Design

Yuan-Chi Tseng ()Cognition, Experience and Behavior (CXB) Design LabIndustrial Design, National Cheng Kung University

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKU

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Design BS, MS, NCKU (Taiwan)

Cognitive Informatics & Interaction Design, Informatics & MBS PhD, University of Manchester (UK)

Human Factors & Psychology Post-Doc, University of Illinois at U-C (USA)

Vision Science RCA Research Fellow, SKERI (USA).Yuan-Chi Tseng

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUQuiz 0.5?//

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Quiz 1.0?//


What is User Experience?


Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUNOUX Doesnt Happen on a Screen


UX happens here. In the mind.


Cogito ergo sum

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUSo, design needs to design the mind

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUSo, designing experience needs to design the mind

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Daniel Kahneman - 2002 Nobel Memorial Prize in Economic Sciences

Human has two major thinking systems

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUWe use two major thinking systems12

System 1

FastUnconsciousApproximate

System 2

SlowConscious Precise

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKULets think about system 2


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System 2

SlowConscious Precise


People often wish to live morePeacefulHappyHealthyFulfilledSustainableMeaningful

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUHowever


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These life goals are rarely realized

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUNo painno gain

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUEvery goal should fail, if we do not make any action for it. Why do not we make effort on it?

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ButPeople dont Like pain

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUEvery goal should fail, if we do not make any action for it.20

People will doPeople want

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUPeople will doPeople want

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUPeople want to do and do

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUMove up and downdifferent perspectives from disciplines

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUPsychology How people perceive cue to know and decide to move


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Psychologys problem only interested in Understanding inner mechanisms

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUPsychologies hold the secret, but they dont know how to use the secret to make peoples life better.26

Psychology mechanisms drive move in brain


Psychology but, where is the context (Outside world)?

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUEngineeringtry something to make system work better


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Engineerings problem1% Success requires 99% Failure

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUSuccess represents the 1% of your work which results from the 99% that is called failure. Too much waste.very unsustainable 30

Engineeringmachine is the center of trying


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Engineeringbut, where is people?


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Philosopher knowledge and action should go hand in hand

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUin Wang Yangming's view people make subject and object unified and make knowledge and action unifed through intention.33

Philosophys problem No one believes in belief nowadays

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUSo, 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 greatBut, why don't we change our behaviors even if we have already understood change is good?

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Philosopher If you believe, you can fly


Philosopher But, really?


Designerdesign whatever people want


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Designs problempeople want people want to do for it

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUOnly 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. 38

Designescalator is human desire

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUDesignbut, is it for People to act for themselves?

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUFacing these problemspsychologist, engineer, Designer can work together

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUWhen We Work togetherThe solution could be different


Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUHow to aspire people

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUWhy Cognition & Experience are Important Factor inDesigning 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)

, , ,

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUWhy 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.


YOU CAN PRESENT SOMEONE WITH A VERY COMPELLING REASON FOR DOING SOMETHINGHowever 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.

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUYou can present someone with a very compelling (to you) reason for doing something, however 47

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.


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People often know doing something is good for themselves and society.

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUBUT, they do not really want to do it right now.

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUWhy dont we do what we know we should do?


DECISION MAKINGDecision-making is regarded as the cognitive process resulting in the selection of a course of action among several alternative possibilities.

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUThe emerge ofbehavioral economics


BEHAVIORAL ECONOMICSStudy 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

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUDECISION MAKING OVER TIMEMost of our decisions do not yield immediate outcomes, but outcomes that can only be realized at some point in the future.

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUTIME PREFERENCESomeone with a high time preference is focused substantially on well-being in the present and the immediate future.


Front Neurosci. 2011; 5: 82.

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUutility is diminishing as the time to gain the utility increases

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKULeveraging technology into Design behavior & platform

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUTraditional human persuaderfail


TRADITIONAL HUMAN PERSUADERTeacherParentsSalespeopleReligious leaderFriendsMedical DoctorPolitician

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUTechnologys Advantages over Human PersuadersComputers Are PersistentComputers Allow AnonymityComputers Can Store, Access, and Manipulate Huge Volumes of DataComputers Can Use Many ModalitiesComputer Software Can ScaleComputers Can Be Ubiquitous

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUTech Products has profoundlychange our behaviorsintentionally or unintentionally



Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUWe Can help people experience the difference if change




Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUWe can allow people having fun with change

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUWe can arouse people to think deeply and then take action

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUSportlight: BJ Fogg, Psychology of Persuasionhttp://link.brightcove.com/services/player/bcpid1216679084001?bckey=AQ~~,AAABGxtWYtk~,_5-yMiieLa3W5_yN-9JbtbArjH6K6KFb&bclid=0&bctid=1301533070001

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Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUMotivationAbility

Easy to DoHard to DoHighMotivationLowMotivationTriggersfall hereTriggerssucceed hereActivationThresholdB = 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)

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUFoggs behavior model, showing the diminishing marginal returns that happen with extra motivation or increased ability to act74

Three Core Motivators (Motivation)Sensation: Pleasure/PainAnticipation: Hope/FearSocial Cohesion: Acceptance/Rejection

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUpleasure/pain is a primitive response, and it functions adaptively in hunger, sex, and other activities related to self-preservation and propagation of our genes.

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People crave Dopamine

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUThree Core Motivators (Motivation)Sensation: Pleasure/PainAnticipation: Hope/FearSocial Cohesion: Acceptance/Rejection

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUpleasure/pain is a primitive response, and it functions adaptively in hunger, sex, and other activities related to self-preservation and propagation of our genes.

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People love to expect


Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUThis 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).

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People are social


Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUis a social dimension that has two sides: social acceptance and social rejection.

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Two Paths to Increasing AbilityTrain PeopleMake the Target Behavior Easier to Do

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUYou can train people, giving them more skills, more ability to do the target behavior.Thats the hard path. Dont take this route unless you really must. Training people is hard work, and most people resist learning new things. Thats just how we are as humans: lazy.

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Training is hard path


Least Effort

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUTwo Paths to Increasing AbilityTrain PeopleMake the Target Behavior Easier to Do

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUThats just how we are as humans: lazy.

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Six Simplicity Factors (Ability)TimeMoneyPhysical effortBrain cyclesSocial devianceNon-routine


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Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUThink about time as a resource, If you dont have 10 minutes to spend, and the target behavior requires 10 minutes, then its not simple. Money is another resource. If you dont have $1, and the behavior requires $1, then its 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.

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Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUor 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, thats simpler because I dont need to exert much physical effort.

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Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUIf 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.

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Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUsocial 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 theres a social price Id pay, which creates complications for that behavior.

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Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUPeople 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.

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Different Name of TriggerCuePromptCall to ActionRequestOffer

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUThe concept of Trigger has different names: cue, prompt, call to action, request, and so on.

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Three Type of TriggersFacilitatorSparkSignal

MotivationAbilityEasy to DoHard to DoHighMotivationLowMotivationFacilitatorSignalSpark

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUAn effective facilitator tells users that the target behavior is easy to do, that it wont require a resource he or she does not have at that moment.

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Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUIn creating sparks for persuasive experiences, designers can review the three core motivators Ive explained above. Sparks can leverage any of these motivational elements. Sparks and other trigger types can come in various forms; the channel or embodiment doesnt 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.

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Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUThis trigger type works best when people have both the ability and the motivation to perform the target behavior. The signal doesnt seek to motivate people or simplify the task. It just serves as a reminder. 95

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUrepeat96

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Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUafterSecret of trigger

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUtrigger after after it99

Format for a Tiny Habit

After I ________________,

I will _________________.[existing habit][new tiny behavior]

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUFormat for a Tiny Habit

After I ________________,

I will _________________.walk in the doorhang my keys on hook





Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUNir Eyal105


Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKURan Kivertz,2006A:10B:122

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1934Clark Hull

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B1934Clark Hull

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUKivertz

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUA:B:

Minjun Koo Ayelet Fishbach 2010

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B,

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUvs

Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUMark LepperDavid Greene & Richard Nisbett(1973)

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Mark LepperDavid Greene & Richard Nisbett(1973)


Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUDesign Tech to Change for Goodmake individuals happierMake households strongerMake communities more vibrant



Yuan-Chi TsengCognition & Experience Design (CXD) LabNCKUHome works ?//
