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Applied semiotics & cognitive ergonomics for user centric communication

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1. Applied Semiotics & Cognitive Ergonomics for User-centric Interaction & Experience Design Vinai Kumar Professor, Design and Design Management 11 July 2013 Thu…
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  • 1. Applied Semiotics & Cognitive Ergonomics for User-centric Interaction & Experience Design Vinai Kumar Professor, Design and Design Management 11 July 2013 Thu Ahmedabad, Gujarat, India
  • 2. Communication Process 11 July 2013 Thu Vinai Kumar Semiotics+CogErgonomics Ahmedabad 2 Message ReceiverSender Literacy Vocabulary Attention Socio-cultural background Environment Competence Vocabulary Intention Socio-cultural background Environment Mental Representation Transmission Mode
  • 3. Semiotics & Cognitive Ergonomics as theory-based tools for communication problem solving for complex, dynamic and interactive communication scenarios 11 July 2013 Thu Vinai Kumar Semiotics+CogErgonomics Ahmedabad 3
  • 4. Semiotics 11 July 2013 Thu Vinai Kumar Semiotics+CogErgonomics Ahmedabad 4
  • 5. Semiotics 11 July 2013 Thu Vinai Kumar Semiotics+CogErgonomics Ahmedabad 5 Sign Representamen Object Interpretant Charles Saunders Peirce (1839 – 1914)
  • 6. Semiotics 11 July 2013 Thu Vinai Kumar Semiotics+CogErgonomics Ahmedabad 6 Sign Representamen Object Interpretant Context Interpreter Function Value Knowledge
  • 7. Semiotics 11 July 2013 Thu Vinai Kumar Semiotics+CogErgonomics Ahmedabad 7 Charles Saunders Peirce (1839 – 1914) Sign Representamen Object Interpretant
  • 8. Semiotics 11 July 2013 Thu Vinai Kumar Semiotics+CogErgonomics Ahmedabad 8 Sign Representamen Object Interpretant Context Interpreter Function Value Knowledge
  • 9. Semiotics 11 July 2013 Thu Vinai Kumar Semiotics+CogErgonomics Ahmedabad 9 Types of Signs Icon Index Symbol
  • 10. Semiotics 11 July 2013 Thu Vinai Kumar Semiotics+CogErgonomics Ahmedabad 10 Branches of Semiotics Syntactics Semantics Pragmatics Relationship of signs to each other Relationships between signs and what they represent Relationships between signs, their users, and contexts Stop men at work. Stop! Men at work. Exploit the local natural resources You are a devil!
  • 11. Semiotics 11 July 2013 Thu Vinai Kumar Semiotics+CogErgonomics Ahmedabad 11 Semiotics helps in creating a system of elements and grammar to communicate or express thoughts and messages in creative and innovative manner. Semiotics helps in understanding socio-cultural and emotional aspects of communication and expression for human-centric systems. These insights are used in ideation and problem solving. For Communication and Expression
  • 12. Cognitive Ergonomics 11 July 2013 Thu Vinai Kumar Semiotics+CogErgonomics Ahmedabad 12
  • 13. Ergonomics 11 July 2013 Thu Vinai Kumar Semiotics+CogErgonomics Ahmedabad 13 Ergonomics is the scientific study of human interactions with man-made environment aimed at achieving user safety, ease of use, comfort and wellbeing. Ergonomics draws from the sciences of anatomy, physiology, biomechanics, anthropometry, ethnography, psychology, sociology, and systems engineering. Definition and Purpose
  • 14. Ergonomics 11 July 2013 Thu Vinai Kumar Semiotics+CogErgonomics Ahmedabad 14 Systems Framework User Task System Environment Human- System Behaviour Outcomes o Good Match o Continued Use o Mismatch o Abandon o Modify
  • 15. Cognitive Ergonomics 11 July 2013 Thu Vinai Kumar Semiotics+CogErgonomics Ahmedabad 15 Cognitive Ergonomics is the scientific study of human thoughts, understanding, learning, information processing, problem-solving with a view to make information and knowledge systems easy to understand, and communicate and interact with. Cognitive Ergonomics helps in achieving optimised design of information and knowledge artefacts and systems, and positively impacts productivity, ease of understanding and interaction, reduction in human errors, and emotional wellbeing. Definition and Purpose
  • 16. Cognitive Ergonomics 11 July 2013 Thu Vinai Kumar Semiotics+CogErgonomics Ahmedabad 16 Human Information Processing, Problem Solving Models Human information processing and its outcomes are not deterministic S-O-R Model Stimulus – Organism – Response (not S-R Model)
  • 17. Cognitive Ergonomics 11 July 2013 Thu Vinai Kumar Semiotics+CogErgonomics Ahmedabad 17 Human cognitive behaviour and complexity Real world problems are wicked (not tame) Cognitive behaviour studied through the observations of user behaviour in real time
  • 18. Cognitive Ergonomics 11 July 2013 Thu Vinai Kumar Semiotics+CogErgonomics Ahmedabad 18 Human Information Processing C. D. Wicken’s Human Information Processing Model https://www.hf.faa .gov/webtraining/ Cognition/CogFinal 008.htm
  • 19. Cognitive Ergonomics 11 July 2013 Thu Vinai Kumar Semiotics+CogErgonomics Ahmedabad 19 Mental Models Mental Models (Norman 1988) http://www.interact ion- design.org/encyclop edia/mental_model s_glossary.html
  • 20. Cognitive Ergonomics 11 July 2013 Thu Vinai Kumar Semiotics+CogErgonomics Ahmedabad 20 Evaluating Cognitive Interaction and Interface Design Heuristic evaluation - Set of rules to follow (based on experience) Research-based review - Scientific approach and greater granularity of evaluation Verbal protocol - The participant speaks to the observer his/her thoughts during task Execution errors - assessing the nature and severity of errors Response times - time to complete task / sub-task Learning performance - Ease and extent of understanding, retention, recall Trust - Tacit and explicit signs communication trust or lack of it Frustration and boredom - Delays, difficulty in carrying out task, inactive periods
  • 21. Thanks 11 July 2013 Thu Vinai Kumar Semiotics+CogErgonomics Ahmedabad 21
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