The document discusses various aspects of cognition and social interaction that are relevant to understanding how users interact with technology. It describes two main modes of cognition - experimental and reflective. It also outlines several key cognitive processes like attention, perception, memory, learning, and problem solving. Regarding social interaction, it discusses face-to-face conversations, remote conversations enabled by technology, and concepts like co-presence and awareness. The document then examines emotional interaction, how emotions influence the user experience, and models for designing emotionally engaging interfaces.

2. Understanding Users
 Introduction:
 The study of human cognition can help us to
understand computer-augmented behaviours by
examining humans abilities and limitation when
interacting with technology.

3. Cognitive Aspects
 What is cognition?
 Conscious mental activities; the activities of such as thinking,
decision making, seeing, learning, and remembering.
 2 General Modes are:
 Experimental cognition
 Example: driving a car, reading a book, having conversation,
and playing a video game.
 Reflective cognition
 involves thinking, comparing and decision making. This kind of
cognition leads to new ideas and creativity. Example:
designing, learning and writing a book.

4. Cognition Processes
 Attention – the act or power of carefully thinking about, listening to, or
watching someone or something.
 Perception – the ability to think about or understand someone or
something.
 Memory – the power or process of remembering what has been learned.
 Learning – the activity or process of gaining knowledge or skill by
studying, practicing, being taught; or experiencing something.
 Reading, speaking, and listening – the three forms of language
processing that have similar and different properties. One similiarity is
that the meaning of sentences or phrases is the same regardless of the
mode in which it is conveyed.
 Problem solving, planning, reasoning, and dicision making – the
process of involving reflective cognition. They include thinking about what
to do, what the options are, and what the consequences might be of
carrying out a given action.

5. Social Interaction
 Introduction:
 The study on how people communicate and
collaborate in their social, work, and everyday lives.
 To examine how the emergence of a diversity of
communication technologies has changed the way
people live.

6. Being Social
 A fundamental aspect of being social is interacting
with each other. Face-to-face conversations remain
central of social interactions.
 Social media has dramatically increased. Nowadays
people are spending hours a day communicating
online – texting, emailling, Facebooking, Twittering,
and Skyping so on.

7. Face-to-Face
Conversations
 Enable people to coordinate their talk with one
another, allowing them to know how to start and
stop.
 Throughout a conversation further turn-talking rules
are followed, enabling them to know when to listen,
cue to speak and to stop.

8. Remote Coversations
 Telephone invented by Alexander Graham Bell in
19th century to enable two people to communicate at
a distance.
 Social media has led the new ways of
communicating and keeping in touch remotely.
 Example: Skype, Facebook, and Twitter.

9. Telepresence
 Designed to allow a person to feel as if they were
present or to give the appearance that were present
in other location by projecting their body
movements, actions, voice, and facial expressions.
Huggy Pajama with mother
squeezing the remote device
in top half and child being
corresponding squeezing in
bottom half.

10. Co- Presence
 The motivation is to enable co-located groups to
collaborate more effectively when working, learning
and socializing.
 Example: Wii, Kinect, which use gesture and object
recognition.

11.  Coordination:
 people using speech and commands when working
closely together for letting other knows how they are
progressing.
 Awareness:
 Involves knowing who is around, what is happening
and who is talking with whom.
 Peripheral awareness and situational awareness
 Shareable Interfaces:
 Enabling users to simultaneously interact with digital
content.

12. Emergent Social
Phenomena
 Social media phenomenal growth and uptake in the
sharing and broadcasting information, knowledge
and personal content is that many of the web tools
have been designed to make it easy for anyone to
try them out.

13. Emotional Interaction
 Introduction:
 The goal of interaction design is to develop products
that elicit positive response from the users.
 Designers are also concerned on how to create
interactive products to motivate the users to learn,
play, and be creative or social.
 Example on designing a secure website that people
can trust in making an online purchase.

14. Example

15. Emotions and the User
Experience
 Emotional interaction is concerned with how users
feel and react when interacting with technologies.
 Example: online shopping activities can make some
people happy, sad, frustrated, annoyed, anxious,
and so on. This knowledge translating into different
aspects of the user experience.

16. Expressive Interfaces
 Expressive forms like emoticons, sounds, icons, and
virtual agents to convey emotional states and elicit
kinds of emotional responses in users.
 Provide reassuring feedback to user that can be
informative and fun.

17. Frustrating Interfaces
 Gimmicks
 Error messages
 Waiting
 Upgrading
 Appearance

18. Example
 www.ozsale.com.au

19. Persuasive Technologies
and Behavioral Change
 Persuasive technology; interactive computing
systems are deliberately designed to change
people’s attitude and behaviors.
 Example: Nintendo’s Pokémon Pikachu 2 GS with
pedometer attached to motivate children to more
physically active.

20. Anthropomorphism and
Zoomorphism
 Anthropomorphism is the propensity people have to
attribute human qualities to animals and objects.
 Zoomorphism is the shaping of an object or design
in animal form.

21. Models of Emotion
 Emotional Design Model:
 Reflective Level – contemplate (to think deeply).
 Behavioral Level – control our everyday behavior.
 Visceral Level – respond rapidly, making judgments.

22. Pleasure Model
 Physio-pleasure – sensory experiences.
 Socio-pleasure – company with others.
 Psycho-pleasure – emotional and cognitive
reactions to a product.
 Ideo-pleasure (cognitive) – contemplate (to think
deeply).

23. Technology as Experience
Framework
 The Sensual Thread – sensory engagement with
situation.
 The Emotional Thread – common emotions and also
involve making judgments of value.
 The Composition Thread – experiences (internal
thinking)
 The Spatio-temporal Thread – space and time in which
experiences take place and their effect upon those
experiences.