媒體感知交互模型

文/ Ming Chueng （新西蘭奧克蘭理工大學）

給大家介紹一下我今天的主題，它其實是為用戶體驗當中設計的一個新的模式，MPR(Media Perception-Reaction)模式。我現在是在澳大利亞工作，我之后會去新西蘭的奧克蘭工作了。在座有多少人去過新西蘭？在座有多少人去過澳大利亞？在座有多少人去過中國？我知道了，我知道中國比較熱門比較火。

這是我自己的一個簡單介紹，我是Ming Cheung，他們之前叫我Ming博士，實際上我注冊了一個我的官方網站，目前還什么都沒有。如果我在上面放東西的話我會告訴你的。我是設計教授，同時我也是奧克蘭理工大學傳達設計系主任。學校的設計學院在新西蘭排名第一、全球第五，是非常好的，如果大家想要去奧克蘭理工大學進行研究生學位的攻讀的話，讓我知道。我今天的演講分為4部分，首先是數字服務創新，然后講到用戶體驗設計，再是我最新發明的MPR模型，也就是媒體感知回應的模型，最后講一講它的兩個應用。

首先什么是數字服務的創新？事實上再問大家一個問題，在座有多少人有智能手機？蘋果、三星都可以，小米都可以。多少人晚上睡覺的時候手機都不離手的？像我每天晚上手機都是不離手的，所以我24小時都是待命狀態。我今天凌晨三點的時候還在回郵件，五點的時候還在回郵件，其實這是不太健康的生活方式。

在座有多少人每天都使用應用？這些應用現在在我們生活當中扮演非常重要的角色。我想說的是，我們正從制造業或制造經濟向知識型的服務經濟轉變。我預言，在接下來的五年到十年，世界上的所有都將和服務設計有關。

事實上，人們意識到國家、企業在數字服務的創新當中會有很多機會很多利潤的。在西方，我們有蘋果有谷歌，例如有蘋果的iTunes、APP Store，谷歌的搜索、地圖、YouTube等。在中國我們可以用百度、淘寶、微信等，其實我們都會用到各種各樣的應用。

在英國也有很多成功的公司，如Zoopla, King, DeepMind 和 SwiftKey。其中King是Facebook上最大的游戲開發公司，像SwiftKey在手機輸入法的智能預測方面做得非常出色。在澳大利亞，近期的研究顯示國家85%的勞動力生產了82%的總增加值GVA（衡量一個部門對經濟總產出的貢獻度）。因此，服務變得越來越重要。

我們再仔細看一看，你會理解到所有這些服務創新的新的應用，其實在數字時代到來之前是沒有的。現在我們有蘋果手機，有智能手機，服務變得尤為重要，成為生產有用的產品和副產品過程中關鍵的媒介，對后工業社會的有意義的互動產生越來越大的影響。

我們為什么需要這樣的服務體系？因為這樣的服務體系其實會重塑我們現有物質世界的想法、價值和功能。它甚至能轉變成一個高度整合的服務系統，提升我們社會、經濟環境中的可持續性和人道主義，同時賦予很多的行業一些競爭優勢。

接下來我們講用戶體驗設計，我想大家也意識到過去十年當中，我們一直用了各種各樣的應用，而且每天的生活當中充斥了各種各樣的信息。我們會在個人設備、家用電器、運輸系統中使用這些信息和應用。我在澳大利亞新買了一個房子，并在手機上安裝了一個智能家庭系統。我每天早上會把米放到電飯煲里面，在我回家前的半小時，我就在手機上按一個鍵，等到我回家以后，這個米就煮好了。正是這樣一個實時連接且極度聰明的智能系統，幫助我們獲得更高質量的生活體驗。

不過，其實我每次都會和和大家強調一個內容，無論是在行業還是在教育當中，我都要強調一點，就是我們不僅僅只是了解用戶，還要了解場景了解應用。像在座的各位，你們到教室里現在在聽我們的課程。你出了這個講堂以后也有不同的角色，你可能是學生你可能是教授。那你回家了，你是子女。和朋友在一起時，你是他們的伴侶。你有許多不同的角色。所以我們要學習要了解用戶，但是你要知道用戶的身份是會隨著不同的場景發生變化的。所以我們要了解用戶和場景，這是一個整合式的概念而不是割裂的概念。所以，接下來我要說，服務是主導一切的。

如果我是在座的各位，我剛開始做設計，我是真的非常認真的想要做服務設計的話，那么大家就要想一想說，我如何把我的服務設計融入到我的整個產品設計當中。

其實在研究當中，我也發現了一些問題，很多設計領域的研究都是關于自我反省和實踐經驗的。但是我們還是需要理論的模型，因此我的另一個主要研究方向就是在設計領域總結出一套理論的模型。我首先就發現了服務系統方面的一個空白，用戶體驗以及UGC，也就是用戶產生內容，它現在在服務的成敗當中扮演越來越重要的地位。然而,很多相關的研究當中，我會發現他們其實只會看一個方面，了解一部分的數據,例如博客、服務評價、推特或視頻，以此評價服務的接受度。

事實上我們現在所處的時代，媒體之間的相互依存性越來越強了。那么我們如何去思考，如何去把媒體的相互依存性反映到我們的理論上。而且我們還在一個領域上發現了空白，服務的提供商希望響應客戶的需求，但是他們不清楚線上的努力是否提升了客戶的信任度和滿意度，以及在人機互動的情況下是否存在一些媒體相關的阻礙影響客戶的參與度與做出一些貢獻的意愿。我們所有人都在做自我反省式的案例分析，一些采訪也是如此。但通常情況下我們獲得的這些數據都二手數據。因此我會想，當我們做研究時，我們需要取得一些實時的真實的數據，并且研究在與多媒體交互的過程中如何切實地提升信任度和滿意度。這是我希望研究找到的信息。

跟大家解釋一下我的學術方面的研究，我試圖從原因和過程兩方面提升數字媒體創新下用戶的體驗設計。這是一個兩階段的研究，第一階與7大城市42家服務型公司的設計專家進行深度的面對面的互動，包括像悉尼、墨爾本、香港、倫敦、紐約、上海、北京。我選擇這些城市是因為他們有世界知名的服務公司的總部。

所有這些訪談是由我自己進行的，為確保我使用的凱利方格法在應用的過程當中保持一致。我們要求每位被采訪者列舉在他她積極參與的項目中的6個數字服務創新項目。再從中隨機選取3個項目，根據服務設計要素，找出2個不同的項目，結果會填入凱利方格中。這一過程會在每個被采訪者上重復多次。

被采訪者還被要求根據提升用戶體驗的設計服務內涵的影響力打分，1分最弱，5分最強。同時，被采訪者還需提供證據，表明客戶對他們所選的6個項目的反應。

評分的結果突顯了設計師在數字服務創新中需要考慮的幾個關鍵要素。經被采訪者同意，這42個、每個大約2小時的訪問會被錄音并一字不差的記錄下來。有兩個獨立的分析師對上述材料用主題分析法（thematic coding），根據評分得出的主題在采訪人信息上尋找符合的主題。

我發現，在現有的文獻里我們很難發現一個對用戶體驗明確的定義，這就是為什么我試圖去定義它。用戶體驗，是一個增強客戶信任度和滿意度的過程，是用戶在與服務設計要素的交互體驗中，提高用戶對創新點的感知的過程。

你可以看到這個定義其實是與我的模型相呼應的。舉個我們研究中的例子，我通過這個app在澳洲買了第一個房子，他給我充分的信息，不多不少都是我需要的。用導航菜單很便捷同時還提供一些私人服務，買、賣、租等，提供給你這三個選項這樣你就不會混亂了。一開始我想買一個新家，然后它讓你去篩選，我就選擇了我想要的未來的房間未來的家是什么樣子的，還有像類型，我想要的是公寓還是別墅。

我們還可以選擇，比如說價格的高低，我們想要的是什么，預算怎么樣，還有多少停車場，我需要多少廁所多少主臥。它會保存我的需求信息，在我下一次瀏覽的時候不用重新再選擇一遍。當我點開二級菜單，我能看到具體的房子圖片、谷歌地圖上的位置信息、房屋描述、開放時間和周邊的學校。它也能夠讓這些信息可視化，例如它在地圖上添加書簽保存我看過的地方，當我點開書簽我就能看到圖片。我還能在app上發送日程安排約看房子，非常方便。

第二階段，我開始要寫這個論文，同時我們可以測試這個MPR模型實驗到底怎么樣。通過現場試驗，我想要去研究一下整個的設計的過程，大概是四個月，從而可以與用戶進行充分的交互獲得足夠的信息。設計試驗包括5個設計因子（信息、導航、定制、交互度、娛樂）的全因子階乘函數，即需要創作32個用戶界面，也就是2的5次方。

比如，界面1以同時看到上述5個方面為特色。為了確保它的準確性，在制作階段，有50個目標群體的代表受邀，根據設計評判標準使用界面，確保有90%的客戶認同。之后我使用結構方程模型（SEQ）分析登錄記錄和調查問卷。然后我有九百多個被訪者，960個，是由32乘以30得到的，從他們身上獲得實驗的反饋。

我們看到有兩個啟示，第一個是創新型的服務的設計代表了一個組織上的兩難的情況。一方面服務創新，相對于傳統經濟策略，提供了可持續的經濟利益，但是另一方面，它也會被公司認為是沒有成功保障的重大冒險行為。從它的性質來說，創新會被定義為驚奇或者新鮮的體驗。對于一個公司來說，只有當帶來利益、替身品牌價值時，需要看它的價值，這項新舉措也會被允許和接受。MPR模型的核心是隨意的關系在創新性服務設計中占有重要的地位，因為它給企業一種表達想象和做法的方式，也能充分發揮想象，考慮用戶對設計變化的反應。

第二個啟示，創造力帶來新想法，創新是把這些想法應用到特定場景的一個過程。創造力僅僅是標志著創新的開始，不像在其他領域當中的創新，服務的創新涉及不同情景、文化的用戶，并非是與世隔絕的，。

MPR的這個模型可以鼓勵設計師走出他們的舒適區，而且可以理解現有的選擇的利弊，而且可以在潛在的把他們公司以及客戶的服務價值最大化。只有在挑戰已有的假設和正確的部分要素時，驚奇和新鮮的體驗才會出現。

My topic is on the Media Perception-Reaction Model, that I developed a new theoretical model for designing user experience. And I’m currently working in Australia but I’m moving to Auckland after this trip and I’m going to take a new job in Auckland, New Zealand. So I’ll ask you some questions time to time during my 20 minutes’ talk. The first question is how many of you have been to New Zealand? How many of you have been to Australia? How many of you have been to China? I see,China is very popular.

This is a brief introduction of myself, I’m Ming Chueng. People use to call me Dr. Ming. I’m currently working on professor of design,also head of Communication Design in School of Art and Design in Auckland University of Technology.The School of Design in AUT is No.1 in New Zealand and No.51 in the world. It is a very good school.I’m going to develop my topic into four areas, first into Digital Service Innovation, then talk about User Experience Design, then talk about theoretical model I developed called the Media Perception-Reaction Model——MPR Model, then I will draw two implications for my study.

First of all is digital service innovation. Can I ask you the second question: how many of you got a smart phone? How many of you sleep with your phone every night? I sleep with my phone every night, so I’m 24 hours on call, and 3:00 this morning I was checking email. It’s not a very healthy life style.

And how many of you use app every day? These apps are now part of our life. What I want to say is that if you look the scream over there we are moving from a manufacture industry or economy to knowledge-based service economies. And my prediction is that in the next five to ten years the world will be all about service design.

There is also growing awareness of the economic benefits the innovative digital services can bring to nations and organizations. Think about in western world, we have Apple and Google, for example. The App Store and iTunes of Apple, and Google Search, Google Maps and YouTube a lot. I know in China you might not have access to some of these platforms, but you use Baidu, Taobao,WeChat right?

There are also some successful UK companies, such as Zoopla, King,DeepMind, and SwiftKey. King Digital Entertainment is the largest game developer on Facebook, and SwiftKey is famous for its smart prediction technology for easier mobile typing.In Australia, the recent studies show that 85% of the country’s workforce and accounts for 82% of its real gross value added, which measures the contribution each sector makes to the economy. So service is getting very important.

And if you give a second look,then you will realize that these types of service system did not exist in the pre-digital era. So as we have product like this iPhone,and now service is becoming so important that it’s become “a key agent in the production and coproduction of useful things and meaningful interactions with the latter gathering influence in a postindustrial society”.

Why do we need this kind of service system? Because service system can redefine the meaning,value and functionality of physical products and systems. It can also transform them into highly integrated service systems able to enhance the sustainability and humaneness of our social and economic environments while offering industries a competitive edge.

Now I’m moving on to user experience design. You might realize that in the last 10 years we have been using applications every time,we have a lot of information in our daily life. And these kinds of information and application we use on personal devices, home appliances,transportation system, etc. I’ll tell you one thing in my home in Australia. I just bought a house over there. And I’ve got the intelligent home system into my phone, what I do instead before I go to work in the morning is putting some rice into my cooker. So half an hour before I arrive home, I just get onto the internet and press the button, so when I arrive home, the rice is ready. So this kind of very connected and also very smart intelligent system is actually helping us to get better quality of life.

One thing I always emphasize is that we need to study users, but we also need to study contexts. Think about you yourselves, when you are here, you are listening to our talk, when you go back to classroom many of you might be teachers and students, when you are home you are your parents’ son or daughter, when you are with your friends you are their company, you have different roles. So we study context, but the role of users changed according to the contexts. That’s why we are not only study user experience design, but also context experience design. That’s why we have to study interaction between users and contexts. And I’m going to say the service is now the king.

If I were you, if I just started on my design journey, I would really seriously think about service working development career and service design and how you can immigrate the service design into products.

At the same time, I identify some problem in research, I find that many of the studies in design field so far are about self-reflection,practical experience. We also need some theoretical models to come out.So one of my major directions in research is to develop design field.The first one is that I identify“gap”into a system field. I find that user experience and user-generated media content play an increasingly important role in service success.However, most studies to date have focused on one media channel at a time, for example, blogging, service reviews, tweets or videos, and evaluated its effects on service acceptance.

Now we are in a time when media and inter-dependency are getting more and more important. So my question is how can we reflect those things in our theoretical model.

I also identify another gap in the field that as service providers attempt to respond to perceived user demand, it remains unclear whether their online efforts actually encourage trust and satisfaction and whether there are media-specific barriers to active user engagement and willingness to contribute during human-interface interaction. So very often because we are doing selfreflection case study, all we're doing Some interview as well. Very often those Resource we get are secondhand. So I’m thinking about when we do research We need to get some real time data and study how to use the actual development of trust and satisfaction. In the process of interacting with multiple media at the same time. So that is the gap I identified.

So let me explain my academic study to you. I conducted a study to identify the factors and processes that could inform effective user experience design in digital service innovation. It was a two stage study, stage one involved in depth face to face Interviews with design professional employed by 42 service companies in seven major cities,Sydney and Melbourne；Hong Kong,Shanghai and Beijing, London and New York. Why I chose these seven cities is because the cities are home to some of the world's most renowned service companies.

All interviews were conducted in person by myself to ensure consistency in applying the repertory grid technique which was adopted to structure each interview. Each informant was asked to identify six digital service innovation projects in which he or she had had active involvement. Then three of the six were selected at random，and the informant was asked which two different from the third with respect to their service design elements. The results were entered in a repertory grit table. The process was repeated several times with each informant.

They were also asked to apply a rating scale Ranging from one (very little) to five (major impact) to indicate the extent to which design contributed to the user-perceived experience of this service. The informant was also asked to share evidence that might indicate users'level of reaction towards each of the six service innovation projects which were selected.

So this rating process identified the key elements taken into consideration by designers in the process of digital service innovation. With the informants'consent, all 42 interviews of around two hours each, were audiorecorded and transcribed verbatim.Two independent coders then undertook thematic coding analyses.

I also find that in the existing literature we cannot find a very clear definition of UX. That's why I try to define it on my own. User experience design is a process of enhancing user trust and satisfaction of a service by improving the user's perception of the innovativeness and athletics of the experience provided in the interaction between the users and service design elements

So you can see this definition actually echo the model I provide.Let me show you an example we studied. This is the application I used to buy my first home in Australia. It gave me just enough information, not more than I need,not less than I need. It’s very easy to navigate and also give you some personal service as well. So on level one you can choose to buy, rent or sold. It immediately gives you these three direction so you won't get lost. So in my case I like to buy a new home. And it let you to do the filtering. It can show me the different types of houses So I can choose the property types of house that I like.

It also allows me to see the selection according to the price from high to low. And also allow me to choose how many bedrooms I need,and how many bathrooms I need. And it also allow me to save the information that I chose so next time I do the research，I can just clicked,instead of redo the selection. When I click to the second level and it gives me the details of pictures and locations, with google map.The description, and the opening time. And what schools are around.It also allows me to visualize the information. For example, it shows me a map with book marks, and every time I click on the book marks, I can see the pictures. It also allows me to send the schedule so it's very convenient.

Stage two of the study involved testing the MPR model via a stimulate field experiment in which the impacts of a full range of design aspects were measured systematically over a four-week period, thus allowing sufficient Interaction amongst the participants to take place. The experimental design consisted of full factorial combinations of the five design aspects (information,navigation, customization, engagement and entertainment.), which demanded the creation of 32 sets of user interfaces.

So for example, interface number one features a strong profile of all five aspects. At the production stage, 50 target group representatives were invited, to access each interface, according to its design criteria And make sure I achieve ninety percent agreement.Then I use structural equation modeling, to analysis the log records and questionnaire together. And I also do focus group interviews with random selected participants to capture their Rituals back to views of the reported perceptions and reactions towards the experimental stimuli.

Then I’ll show you the implications. The first implication is that innovation service design presents a dilemma to organizations.On the one hand, service innovation may offer a substantial economic benefits over conventional business strategies. On the other, it may be perceived by companies as involving significant risk with no guarantee of success. By its nature, innovation is characterized by surprise and novelty. For a business, however,that novel choice will only be allowed or welcome if it means increased profit and better brand value. The core proposition of the MPR model is that causal relations play an important role in innovative service design because they afford the business a way to represent how it envisions and operates, and because they allow it imagination free region in considering, how the users of their service could or would react if changes were made to its design.

The second implication is that for creativity is the act of generating new ideas, then innovation is the process of applying those ideas to a particular context.Creativity merely marks the onset of innovation. Unlike innovations in many other fields, service innovation deals with networks of users often across context and cultures, and thus does not occur in a vacuum. The rationale of the MPR model is to encourage designers to step out of their comfort zone and understand the pros and cons of available options that could potentially maximize their companies' or clients' service value.Surprise and novelty emerge only when they Challenge both existing assumptions and the validity of their constituent elements.