媒体感知交互模型

文/ Ming Chueng （新西兰奥克兰理工大学）

给大家介绍一下我今天的主题，它其实是为用户体验当中设计的一个新的模式，MPR(Media Perception-Reaction)模式。我现在是在澳大利亚工作，我之后会去新西兰的奥克兰工作了。在座有多少人去过新西兰？在座有多少人去过澳大利亚？在座有多少人去过中国？我知道了，我知道中国比较热门比较火。

这是我自己的一个简单介绍，我是Ming Cheung，他们之前叫我Ming博士，实际上我注册了一个我的官方网站，目前还什么都没有。如果我在上面放东西的话我会告诉你的。我是设计教授，同时我也是奥克兰理工大学传达设计系主任。学校的设计学院在新西兰排名第一、全球第五，是非常好的，如果大家想要去奥克兰理工大学进行研究生学位的攻读的话，让我知道。我今天的演讲分为4部分，首先是数字服务创新，然后讲到用户体验设计，再是我最新发明的MPR模型，也就是媒体感知回应的模型，最后讲一讲它的两个应用。

首先什么是数字服务的创新？事实上再问大家一个问题，在座有多少人有智能手机？苹果、三星都可以，小米都可以。多少人晚上睡觉的时候手机都不离手的？像我每天晚上手机都是不离手的，所以我24小时都是待命状态。我今天凌晨三点的时候还在回邮件，五点的时候还在回邮件，其实这是不太健康的生活方式。

在座有多少人每天都使用应用？这些应用现在在我们生活当中扮演非常重要的角色。我想说的是，我们正从制造业或制造经济向知识型的服务经济转变。我预言，在接下来的五年到十年，世界上的所有都将和服务设计有关。

事实上，人们意识到国家、企业在数字服务的创新当中会有很多机会很多利润的。在西方，我们有苹果有谷歌，例如有苹果的iTunes、APP Store，谷歌的搜索、地图、YouTube等。在中国我们可以用百度、淘宝、微信等，其实我们都会用到各种各样的应用。

在英国也有很多成功的公司，如Zoopla, King, DeepMind 和 SwiftKey。其中King是Facebook上最大的游戏开发公司，像SwiftKey在手机输入法的智能预测方面做得非常出色。在澳大利亚，近期的研究显示国家85%的劳动力生产了82%的总增加值GVA（衡量一个部门对经济总产出的贡献度）。因此，服务变得越来越重要。

我们再仔细看一看，你会理解到所有这些服务创新的新的应用，其实在数字时代到来之前是没有的。现在我们有苹果手机，有智能手机，服务变得尤为重要，成为生产有用的产品和副产品过程中关键的媒介，对后工业社会的有意义的互动产生越来越大的影响。

我们为什么需要这样的服务体系？因为这样的服务体系其实会重塑我们现有物质世界的想法、价值和功能。它甚至能转变成一个高度整合的服务系统，提升我们社会、经济环境中的可持续性和人道主义，同时赋予很多的行业一些竞争优势。

接下来我们讲用户体验设计，我想大家也意识到过去十年当中，我们一直用了各种各样的应用，而且每天的生活当中充斥了各种各样的信息。我们会在个人设备、家用电器、运输系统中使用这些信息和应用。我在澳大利亚新买了一个房子，并在手机上安装了一个智能家庭系统。我每天早上会把米放到电饭煲里面，在我回家前的半小时，我就在手机上按一个键，等到我回家以后，这个米就煮好了。正是这样一个实时连接且极度聪明的智能系统，帮助我们获得更高质量的生活体验。

不过，其实我每次都会和和大家强调一个内容，无论是在行业还是在教育当中，我都要强调一点，就是我们不仅仅只是了解用户，还要了解场景了解应用。像在座的各位，你们到教室里现在在听我们的课程。你出了这个讲堂以后也有不同的角色，你可能是学生你可能是教授。那你回家了，你是子女。和朋友在一起时，你是他们的伴侣。你有许多不同的角色。所以我们要学习要了解用户，但是你要知道用户的身份是会随着不同的场景发生变化的。所以我们要了解用户和场景，这是一个整合式的概念而不是割裂的概念。所以，接下来我要说，服务是主导一切的。

如果我是在座的各位，我刚开始做设计，我是真的非常认真的想要做服务设计的话，那么大家就要想一想说，我如何把我的服务设计融入到我的整个产品设计当中。

其实在研究当中，我也发现了一些问题，很多设计领域的研究都是关于自我反省和实践经验的。但是我们还是需要理论的模型，因此我的另一个主要研究方向就是在设计领域总结出一套理论的模型。我首先就发现了服务系统方面的一个空白，用户体验以及UGC，也就是用户产生内容，它现在在服务的成败当中扮演越来越重要的地位。然而,很多相关的研究当中，我会发现他们其实只会看一个方面，了解一部分的数据,例如博客、服务评价、推特或视频，以此评价服务的接受度。

事实上我们现在所处的时代，媒体之间的相互依存性越来越强了。那么我们如何去思考，如何去把媒体的相互依存性反映到我们的理论上。而且我们还在一个领域上发现了空白，服务的提供商希望响应客户的需求，但是他们不清楚线上的努力是否提升了客户的信任度和满意度，以及在人机互动的情况下是否存在一些媒体相关的阻碍影响客户的参与度与做出一些贡献的意愿。我们所有人都在做自我反省式的案例分析，一些采访也是如此。但通常情况下我们获得的这些数据都二手数据。因此我会想，当我们做研究时，我们需要取得一些实时的真实的数据，并且研究在与多媒体交互的过程中如何切实地提升信任度和满意度。这是我希望研究找到的信息。

跟大家解释一下我的学术方面的研究，我试图从原因和过程两方面提升数字媒体创新下用户的体验设计。这是一个两阶段的研究，第一阶与7大城市42家服务型公司的设计专家进行深度的面对面的互动，包括像悉尼、墨尔本、香港、伦敦、纽约、上海、北京。我选择这些城市是因为他们有世界知名的服务公司的总部。

所有这些访谈是由我自己进行的，为确保我使用的凯利方格法在应用的过程当中保持一致。我们要求每位被采访者列举在他她积极参与的项目中的6个数字服务创新项目。再从中随机选取3个项目，根据服务设计要素，找出2个不同的项目，结果会填入凯利方格中。这一过程会在每个被采访者上重复多次。

被采访者还被要求根据提升用户体验的设计服务内涵的影响力打分，1分最弱，5分最强。同时，被采访者还需提供证据，表明客户对他们所选的6个项目的反应。

评分的结果突显了设计师在数字服务创新中需要考虑的几个关键要素。经被采访者同意，这42个、每个大约2小时的访问会被录音并一字不差的记录下来。有两个独立的分析师对上述材料用主题分析法（thematic coding），根据评分得出的主题在采访人信息上寻找符合的主题。

我发现，在现有的文献里我们很难发现一个对用户体验明确的定义，这就是为什么我试图去定义它。用户体验，是一个增强客户信任度和满意度的过程，是用户在与服务设计要素的交互体验中，提高用户对创新点的感知的过程。

你可以看到这个定义其实是与我的模型相呼应的。举个我们研究中的例子，我通过这个app在澳洲买了第一个房子，他给我充分的信息，不多不少都是我需要的。用导航菜单很便捷同时还提供一些私人服务，买、卖、租等，提供给你这三个选项这样你就不会混乱了。一开始我想买一个新家，然后它让你去筛选，我就选择了我想要的未来的房间未来的家是什么样子的，还有像类型，我想要的是公寓还是别墅。

我们还可以选择，比如说价格的高低，我们想要的是什么，预算怎么样，还有多少停车场，我需要多少厕所多少主卧。它会保存我的需求信息，在我下一次浏览的时候不用重新再选择一遍。当我点开二级菜单，我能看到具体的房子图片、谷歌地图上的位置信息、房屋描述、开放时间和周边的学校。它也能够让这些信息可视化，例如它在地图上添加书签保存我看过的地方，当我点开书签我就能看到图片。我还能在app上发送日程安排约看房子，非常方便。

第二阶段，我开始要写这个论文，同时我们可以测试这个MPR模型实验到底怎么样。通过现场试验，我想要去研究一下整个的设计的过程，大概是四个月，从而可以与用户进行充分的交互获得足够的信息。设计试验包括5个设计因子（信息、导航、定制、交互度、娱乐）的全因子阶乘函数，即需要创作32个用户界面，也就是2的5次方。

比如，界面1以同时看到上述5个方面为特色。为了确保它的准确性，在制作阶段，有50个目标群体的代表受邀，根据设计评判标准使用界面，确保有90%的客户认同。之后我使用结构方程模型（SEQ）分析登录记录和调查问卷。然后我有九百多个被访者，960个，是由32乘以30得到的，从他们身上获得实验的反馈。

我们看到有两个启示，第一个是创新型的服务的设计代表了一个组织上的两难的情况。一方面服务创新，相对于传统经济策略，提供了可持续的经济利益，但是另一方面，它也会被公司认为是没有成功保障的重大冒险行为。从它的性质来说，创新会被定义为惊奇或者新鲜的体验。对于一个公司来说，只有当带来利益、替身品牌价值时，需要看它的价值，这项新举措也会被允许和接受。MPR模型的核心是随意的关系在创新性服务设计中占有重要的地位，因为它给企业一种表达想象和做法的方式，也能充分发挥想象，考虑用户对设计变化的反应。

第二个启示，创造力带来新想法，创新是把这些想法应用到特定场景的一个过程。创造力仅仅是标志着创新的开始，不像在其他领域当中的创新，服务的创新涉及不同情景、文化的用户，并非是与世隔绝的，。

MPR的这个模型可以鼓励设计师走出他们的舒适区，而且可以理解现有的选择的利弊，而且可以在潜在的把他们公司以及客户的服务价值最大化。只有在挑战已有的假设和正确的部分要素时，惊奇和新鲜的体验才会出现。

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.