chapter 3 understanding users. outline what is cognition? cognitive frameworks
TRANSCRIPT
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Chapter 3
Understanding users
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Outline
What is cognition?
Cognitive frameworks
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Why do we need to understand users?
Interacting with technology is cognitive
We need to take into account cognitive processes involved and cognitive limitations of users
We can provide knowledge about what users can and cannot be expected to do
From: www.id-book.com
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Why do we need to understand users?
Identify and explain the nature and causes of problems users encounter
Supply theories, modelling tools, guidance and methods that can lead to the design of better interactive products
From: www.id-book.com
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What is cognition? (การร�บร��) What goes on in our heads when we carry
out our everyday activities
Cognitive processes: thinking, remembering, learning, daydreaming, decision-making, seeing, reading, writing, and talking
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Kinds of cognition
Norman (1993) 1) Experiential cognition
a state of mind in which we perceive, act, and react to events around us effectively and effortlessly
requires reaching a certain level of expertise and engagement
Examples: driving a car, reading a book
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Kinds of cognition
Norman (1993) 2) Reflective cognition
involves thinking, comparing, and decision-making leads to new ideas and creativity
Examples: designing, learning, and writing a book
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Specific kinds of processes
Attention* Perception and recognition* Memory* Learning Reading, speaking, and listening Problem-solving, planning, reasoning,
decision-making
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Attention
It is the process of selecting things to concentrate on, at a point in time, from the range of possibilities available
Involves auditory and/or visual senses ex. Auditory – waiting in the dentist’s waiting room
Visual - scanning the football results
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Attention
Whether this process is easy or difficult depends on 1) clear goals
ex. clear goals – finding out World Cup results of your favorite football team
ex. unclear goals – not sure what to eat 2) information is salient in the environment
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Attention
Whether this process is easy or difficult depends on 1) clear goals 2) information is salient in the environment
information presentation: the way information is displayed can also greatly influence how easy or difficult it is to attend to appropriate pieces of information
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Attention
Attention enables us to focus on relevant information
But
This means we can’t keep track of all information
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Attention
Information at the interface should be presented to attract users’ attention, e.g. use color, sound and flashing lights
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Activity
Tullis (1987) found that the two screens produced quite different results 1st screen - took an average of 5.5 seconds to
search 2nd screen - took 3.2 seconds to search
Why, since both displays have the same density of information?
From: www.id-book.com
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Activity
Spacing In the 1st screen the information is bunched up
together, making it hard to search In the 2nd screen the characters are grouped into
vertical categories of information making it easier
From: www.id-book.com
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Design implications for attention
Make information salient when it needs attending to
Use several techniques to achieve this ex. animated graphics, color, underlining, spacing
of items Avoid cluttering the interface with too much
information, ex. google.com
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Perception and recognition
how information is acquired from the environment and transformed into experiences
it is complex, involving other cognitive processes, e.g. memory, attention, and language
it is important to present information in a way that can be readily perceived in the manner intended
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Activity
Weller (2004) found people took less time to locate items for information that was grouped using a border (2nd screen) compared with using
color contrast (1st screen) Some argue that too much white space on
web pages is detrimental to search Makes it hard to find information
Do you agree?
From: www.id-book.com
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Perception and recognition
Information needs to be represented in an appropriate form to facilitate the perception and recognition of its underlying meaning
Example: lip-synch applications
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Design implications for perception
Information is represented to be perceptible and recognizable across different media
Icons and other graphical representations’ meaning should be obvious to users
Bordering and spacing are effective visual ways of grouping information, making it easier to perceive and locate items
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Design implications for perception
Sounds should be audible and distinguishable
Speech output should be clear so that users can understand their meaning
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Design implications for perception
Text should be legible and distinguishable from the background
Tactile feedback should allow users to recognize meaning of various touch sensations
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Memory
Involves encoding and retrieving (recall) various kinds of knowledge
We can’t remember everything
Filtering process
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Memory
The more attention paid to something and the more it is processed in terms of thinking about it and comparing it with other knowledge, the more likely it is to be remembered
The context in which the information is encoded Example: seeing your neighbors on a train
instead of in the hallway of your apartment
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Memory
People are better at recognizing than recalling Example: people are very good at recognizing
thousands of pictures even if they have seen them briefly before
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Memory
People are good at remembering visual cues about things Examples:
color of items location of objects marks on objects
People find it more difficult to learn and remember arbitrary material, e.g., birthdays, phone numbers
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Recognizing easier than recalling
GUIs provide visually-based options vs. command-based systems
Displaying lists of visited URLs
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Design implications for memory
Don’t overload users’ memories with complicated procedures for carrying out tasks
Design interfaces that promote recognition rather than recall
Provide users with a variety of ways of encoding digital information to help them remember where they have stored them e.g., categories, color, flagging, time stamping
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Learning
2 interpretations: 1) how to use a computer-based application
2) using a computer-based application to understand a given topic
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Learning
1) how to use a computer-based application
Jack Carroll (1990) Users prefer to ‘learn through doing’ GUIs and direct manipulation interfaces
Support exploratory interaction Allow users to ‘undo’ their actions
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Learning
Jack Carroll
“training-wheels’ approach Restrict possible functions to the basics for a novice Extend these as the novice becomes more experienced Rationale: make initial learning more tractable -> help
learner focus on simple operations before moving on to more complex ones
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Learning
2) using a computer-based application to understand a given topic Use interactive technologies, e.g. web-based,
multimedia, virtual reality Help users to better understand abstract
representations of the materials Make a connection between abstract
representations, e.g. diagrams, text, etc., and concrete representations through interactive technologies
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Design implications for learning
Design interfaces that encourage exploration Design interfaces that constrain and guide
users to select appropriate actions when initially learning
Dynamically link concrete representations and abstract concepts to facilitate learning of complex materials
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Reading, speaking, listening
Differences Written language is permanent (i.e., enables
rereading); listening is transient
Reading (i.e. via scanning) can be quicker than speaking or listening
Listening requires less cognitive effort than reading or speaking
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Reading, speaking, listening
Differences Written language tends to be grammatical;
spoken language is often ungrammatical
People’s ability to use language is markedly different
People with hearing and sight problems are restricted in the way they can process language
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Design implications for reading, speaking, listening
The length of speech-based menus and instructions should be at a minimum
Accentuate the intonation of artificially generated speech voices
Provide alternatives to make text large on a screen, without affecting the formatting, for people who find it hard to read small text
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Problem-solving, planning, reasoning, decision-making
All of these processes involve reflective cognition
thinking about what to do, what the options are, and what consequences of actions might be
The extent to which people engage in reflective cognition depends on their level of experience with a domain, application, or skill
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Design implications
Provide additional information to help users learn more about how to carry out an activity more effectively, e.g. web searching
Use simple and memorable functions for applications supporting rapid decision making and planning on the move
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Cognitive frameworks
Are conceptual frameworks that explain and predict user behavior based on theories of cognition
Influential ones are: Mental models Theory of action Information processing External cognition Distributed cognition
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Mental models
Users develop an understanding of a system through learning and using it
A user’s mental model Knowledge of how to interact with a system How that system works
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Mental models
Used by people to reason about the system and to figure out what to do when something unexpected happens or when encountering unfamiliar systems
Craik (1943) described mental models as internal constructions of some aspect of the external world, enabling predictions and inferences to be made
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Mental models
Involves unconscious and conscious processes, where images and analogies are activated
Deep versus shallow models (e.g. how to drive a car and how it works)
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Everyday reasoning and mental models
(a) You arrive home on a cold winter’s night to a cold house. How do you get the house to warm up as quickly as possible? Set the thermostat to be at its highest or to the desired temperature?
(b) You arrive home starving hungry. You look in the fridge and find all that is left is an uncooked pizza. You have an electric oven. Do you warm it up to 375 degrees first and then put it in (as specified by the instructions) or turn the oven up higher to try to warm it up quicker?
From: www.id-book.com
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Heating up a room or oven that is thermostat-controlled
Many people have erroneous mental models (Kempton, 1996)
Why? General valve theory, where ‘more is more’
principle is generalised to different settings (e.g. gas pedal, gas cooker, tap, radio volume)
Thermostats based on model of on-off switch model
From: www.id-book.com
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Heating up a room or oven that is thermostat-controlled
Same is often true for understanding how interactive devices and computers work: Poor, often incomplete, easily confusable, based
on inappropriate analogies and superstition (Norman, 1983)
e.g. elevators and pedestrian crossings - lot of people hit the button at least twice
Why? Think it will make the lights change faster or ensure the elevator arrives!
From: www.id-book.com
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Transparency
To help users develop better mental models, the interactive systems could be designed to be more transparent
Transparency involves: Useful feedback in response to user input Easy-to-understand and intuitive ways of
interacting
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Transparency
Also provide the right kind and level of information Clear and easy-to-follow instructions Appropriate online help and tutorials Context-sensitive guidance for users, set at their
level of experience, explaining how to proceed when they are not sure what to do at a given stage of a task
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Theory of action
Another way to conceptualize user-system interaction is in terms of users’ goals and what they need to do to achieve them
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Theory of action (Norman, 1986)
specifies seven stages of an activity
Establish a goal Form an intention Specify an action sequence Execute an action Perceive the system state Interpret the state Evaluate the system state with respect to goals and
intentions
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An example: reading breaking news on the web(i) Set goal to find out about breaking news
decide on news website(ii) Form an intention
check out BBC website(iii) Specify what to do
move cursor to link on browser(iv) Execute action sequence
click on mouse button (v) Check what happens at the interface
see a new page pop up on the screen (vi) Interpret it
read that it is the BBC website(vii) Evaluate it with respect to the goal
read breaking news
From: www.id-book.com
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In reality
Human activity does not proceed in such an orderly and sequential manner
More often the case that stages are missed, repeated or out of order
Users do not always have a clear goal in mind but react to the world, e.g. what appears on the screen
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Theory of action
Theory is only approximation of what happens and is greatly simplified
Help designers think about how to help users monitor their actions in relation to their goals
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Theory of action
Generally, the theory suggests the importance of providing feedback about the system state so that they can check whether their goals and intentions have been met
Examples: Dialog boxes – remind users of possible
intentions Menus – allow users to browse, scan, and point at
possible options
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Gulf of execution
Difference between the intentions of the users and what the system allows them to do or how well the system supports those actions (Norman, 1988)
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Gulf of evaluation
Degree to which the system/artifact provide representations that can be directly perceived and interpreted in terms of the expectations and intentions of the user (Norman, 1988)
“The gulf is small when the system provides information about its state in a form that is easy to get, is easy to interpret, and matches the way the person thinks of the system” (Norman, 1988)
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Information processing
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Information processing
Based on modeling mental activities that happen exclusively inside the head
However, most cognitive activities involve people interacting with external kinds of representations such as books, documents, and computers
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External cognition & Distributed cognition
Study cognitive activities in the context in which they occur
Study how structures in the environment can both aid human cognition and reduce cognitive load
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External cognition
Concerned with explaining the cognitive processes involved when we interact with different external representations
Explain cognitive benefits of using different representations Externalizing to reduce memory load Computational offloading Annotating and cognitive tracing
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Externalizing to reduce memory load
Diaries, reminders, calendars, notes, shopping lists, to-do lists - written to remind us of what to do
Post-its, piles, marked emails - where place indicates priority of what to do
External representations: Remind us that we need to do something (e.g. to buy
something for mother’s day) Remind us of what to do (e.g. buy a card) Remind us when to do something (e.g. send a card by a
certain date)
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Computational offloading
When a tool is used in conjunction with an external representation to carry out a computation
Example: using pen and paper to solve a math problem
The kind of representation and tool used can change the nature of the task to being more or less easy
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Computational offloading
Try doing the two sums below (a) in your head, (b) on a piece of paper and c) with a calculator. 234 x 456 =?? CCXXXIIII x CCCCXXXXXVI = ???
Which is easiest and why? Both are identical sums
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Computational offloading
The kind of representation can transform a task into one that is easy or one that is difficult Ex. Arabic numbers vs. roman numbers
The kind of tool used also can change the nature of the task to being more or less easy Ex. Pen and paper vs. calculator
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Annotating and cognitive tracing
Annotating involves modifying external representations through making marks Ex. Crossing off or underlining items
Cognitive tracing involves externally manipulating items into different orders or structures Ex. Creating different document piles to reflect the
change of what needs to be done, playing cards
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Design implications based on external cognition
Provide external representations at an interface that reduce memory load and facilitate computational offloading Ex. Information visualizations, Ex. GUI – wizards, dialog boxes guiding users
through interactions
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Distributed cognition
Studies the nature of cognitive phenomena across individuals, artifacts, and internal and external representations
Describes a ‘cognitive system’, which entails interactions among people, the artifacts they use, and the environment they are working in
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Distributed cognition
Example: Cognitive system: an airline cockpit
Interactions among people: pilot, co-pilot, air traffic controller
Interactions with artifacts: pilot, co-pilot, instruments in the cockpit
Interactions with the environment: pilot, co-pilot, runway, sky
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Distributed cognition
Describes these interactions in terms of how information is represented and re-represented as it moves across individuals and through different artifacts
These transformations of information are referred to as changed in representational state
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Distributed Cognition vs. Information processing
Information processing
Focuses on what is happening inside the head of an individual
Distributed cognition
Focuses on what is happening across a system of individuals and artifacts
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Distributed cognition analysis
The distributed problem-solving that takes place
The role of verbal and non-verbal behavior The various coordinating mechanisms that
are used (e.g., rules, procedures) The communication that takes place as the
collaborative activity progresses How knowledge is shared and accessed
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Key points
Cognition involves several processes including attention, memory, perception and learning
The way an interface is designed can greatly affect how well users can perceive, attend, learn and remember how to do their tasks
Theoretical frameworks such as mental models and external cognition provide ways of understanding how and why people interact with products, which can lead to thinking about how to design better products
From: www.id-book.com