2012 電子商務使用者經驗研究與設計研討會

 

研討會議   ： 「2012電子商務使用者經驗研究與設計研討會」

時間            ：    2012.12.21－2012.12.30

地點            ：    實踐大學、東吳大學

主辦單位  ：    實踐大學工業產品設計學系、東吳大學心理學系

協辦單位  ：    悠識數位

 

Conference :         The 2012 E-commerce Conference on User Experience Research and Design

Duration   ：       2012.12.21－2012.12.30

Place           ：       Shih Chien University & Soochow University, Taipei

Organizer  ：       Department of Industrial Design, Shih Chien University Department of Psychology, Soochow University

Sponsor     ：       UserXper Digital Consulting Co., Ltd.

  

活動介紹

 

「使用者經驗(User Experiences, UX)」是認知心理學家Don Norman在20年前所提出的名詞，近年這個概念吸引了大家的目光，不但有逐漸取代「Usability」概念的趨勢，並演變成為設計的「神聖」目標之一。然而「UX」的內涵究竟應該如何去具體落實？在「2012電子商務使用者經驗研究與設計」研討會中，台灣及大陸的學者與實務工作者被邀請以此觀點討論在電子商務運作中，使用者經驗研究所面臨的挑戰與前景。研討會議程包括：一場演講論壇與個案研究的大型會議，及四場小型的設計心理工作坊。

 

CONFERENCE BRIEFING

 

“Users’ Experience” (UX), a design concept proposed by the cognitive psychologist Don Norman 20 years ago, has recently attracted the public’s attention as a major emphasis for design, gradually replacing the design concept of Usability.  However, how should UX’s connotation be substantially practiced?  Outstanding scholars and experienced industry representatives were invited to share and discuss this issue at The 2012 E-commerce Conference on User Experience Research and Design.  Two major sessions of the conference, including a series of conference presentations and four design-by-psychology workshops, were held from December 21 to 30 in 2012.

  

「2012電子商務使用者經驗研究與設計」研討會議包含：演講、論壇、個案研究、及研究方法介紹。在「網路商務使用者經驗的前瞻與挑戰」專題演講中，主要討論網路應用使用者經驗的前瞻與挑戰，及體驗設計在中國的進展。在「使用者經驗的挑戰」論壇中，針對許多公司相繼投入力資源於使用者經驗研究後，近來似乎出現業界保守反應，質疑使用者經驗研究的應用是否出現瓶頸與挑戰，例如使用者經驗研究的實質貢獻、對公司的影響力、落實的達成率、在不景氣環境中使用者研究單位存活於公司的壓力等。論壇中邀請了台灣的設計學者、電子產業設計經理、及大陸淘寶網的UX PC及UED-UDC用戶體驗研究專家團隊，一起討論使用者經驗研究的挑戰。另外，在「使用者經驗個案研究」中，實踐大學工業產品設計系副教授盧禎慧以案例分析「設計的使用者經驗vs.使用者經驗的設計」，助理教授林柏涵分析「使用者經驗中的簡單與複雜」，與大陸淘寶網的用戶研究體驗研究專家、及台灣科技產業業者使用者經理，以使用者經驗個案分析，探討UX的前瞻與挑戰。最後，在「電子商務UX設計與研究方法的展望」單元中，由大陸ㄧ淘網UX交互設計專家團隊與東吳大學心理系教授汪曼穎，介紹業界與學術界研究UX設計的許多前端極有效的研究方法。

 

The meeting of 2012 E-commerce Conference on User Experience Research and Design included a series of keynote speech, panel discussion, case study, and lecture of methodology.  Two Keynote Speech of Vision and Challenge of User Experiences in E-commerce discussed the future challenge of the user experience on internet as well as the experiences design in China.  Moreover, the design mangers and experts as well as scholars from the industry and academic institutes were invited to the Panel Discussion of The Challenge of User Experience Approach.  Issues related to the effectiveness and return value of user experience study were questioned while a lot of resources have been increasingly allocated in the corporates and industry.  In the session of Case Study on User Experiences, two cases of “User Experience of Design v.s. Design of User Experience” and “The Simplicity and Complicity of Design” were presented by Dr. Chen-Hui Lu and Dr. Kevin Lin, respectively, from the Department of Industrial Design, Shih-Chien University.  User experience designers and experts from the industry in China and Taiwan were invited to discuss the real user experience study cases of Taiwan’s and China’s enterprises.  Finally, in the session of Advanced Methodology of User Experiences in e-Commerce, eye-tracking technique and important theoretical approaches were introduced by Prof. M. Wang from the department of Psychology, Soochow University, and the UX PC and UED-UEDC user experience research team of Taobao from China’s industry.

  

「2012電子商務使用者經驗研究與設計研討會」的四場小型的工作坊，主要以設計與心理跨領域訴求，由實踐大學工業產品設計系、東吳大學心理系、及台灣大學心理系的老師，結合不同產業的業界專家，共同指導工作坊的進行。四個工作坊的主題為：通用設計的認知解決方案、服務設計與創新、探勘與運用使用者的心智模型、流不流暢有關係-產品分析與重新設計。

 

There were four design-by-psychology workshops organized by the 2012 E-commerce Conference on User Experience Research and Design.  The interdisciplinary collaboration between design and psychology was the major attempt for running the design workshops.  The lecturers were scholars and experts from the department of Industrial Design, Shih-Chien University, Department of Psychology of Soochow University and National Taiwan University, as well as the industry in Taiwan.  The themes of the workshops emphasized on The Cognitive Solutions to Universal Design, Service Design and Creativity, Exploring the User’s Mental Model, The Fluency of Product Analysis and its Redesign.

 

 「2012電子商務使用者經驗研究與設計研討會」，是實踐大學工業產品設計系與東吳大學心理系第三次合辦跨領域的設計心理實務研討會。第一次兩系合辦研討會是「2007應用心理與設計實務研討會 -- 設計與心理學的對話」。「設計與心理學的對話」起源於兩系的碩士班課程合作，提供研討會的靈感。透過課程及研討會互動，期望讓設計人以心理學的角度體認使用者觀點，並使心理人瞭解設計產業而思考心理學的應用方向。研討會報名學員達200名。 第二次兩系的研討會合作為「2011使用者經驗學術研討會」，由UI Gathering協辦，網站企畫fb社群宣傳贊助。研討會邀請淘寶網用戶體驗設計部門特別演講「用戶體驗與淘寶網的成功經驗」。在當時，台灣較少有研習平台讓業界實務與學界溝通對談「使用者經驗」，因此吸引學界業界踴躍報名，線上報名開放半小時即超過300人，隨後立即關閉報名系統。第三次的合作「2012電子商務使用者經驗研究與設計研討會」，延續學術與實務應用界互動平台的特色，並再次邀請中國大陸與台灣相關實務界工作者與會，與師生、業界人士對談。透過研討會合作，亦促進心理與工業設計兩學科師生的跨學科互動。此次研討會亦如同第二次研討會的盛況，也在兩小時內接受了300名學員的報名，反應出業界與學界學員對使用者經驗研究與設計有極高的興趣。

 

The 2012 E-commerce Conference on User Experience Research and Design is the third collaboration between the Department of Industrial Design of Shih-Chien University and the Department of Psychology of Soochow University.  Back to 2007, the 2007 Symposium on Applied Psychology and Design – A Dialog Between Psychology and Design firstly provided an academic interaction between two institutes.  It also attracted more than 200 participants form the industry and academic institutes.  In the 2011 User Experience Conference, through UI Gathering and Facebook’s sponsorship, 300 conference participants registered online in half hour (similar condition occurred in 2013’s conference), reflecting Taiwan participants’ enthusiasm and interest on the topic of user experience.  For both 2011 User Experience Conference and the 2012 E-commerce Conference on User Experience Research and Design, the platform was built for the industry experts, institute researchers, and university scholars from Taiwan and China to leverage the knowledge power and research energy for the value of user experience design paradigm.