e from: http://www.flickr.com/photos/ourcommon/480538715/ Modeling of Web Users from Web1.0 Modeling of Web Users from Web1.0 to Web2.0 to Web2.0 Ed H. Chi, Principal Scientist and Area Manager Augmented Social Cognition Area Palo Alto Research Center 1 2010-03-20 Utrecht CogModeling
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Using Information Scent to Model Users in Web1.0 and Web2.0
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A store that knows your goal. Over 50% reduction in task time.
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Web page with highlighted link Web page with highlighted link anchorsanchors
Partial information goal: “remote diagnostic technology”
62 copies/min.
92 copies/min.Remainder of information goal: “speed >= 75”
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ScentTrails algorithmScentTrails algorithm
Identify tasty pages Waft scent backward along links
– Loses intensity as it travels
remote diagnostics
copiers
fax machines
other maintenance
. . .
XC4411 XC5001
XC4411 copier
featuresFeatures:
remote diagnostics
. . .
digital copiers color copiers
back
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Results of user studyResults of user study
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Scent
Trails
ShortS
cent
sear
ch
brow
se
Task
Co
mp
leti
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Tim
e (m
inu
tes)
0%
10%
20%
30%
40%
50%
Fra
cti
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Ab
ov
e 5
Min
ute
s(times capped at five
minutes)10/12 subjects preferred ScentTrails to both searching and browsing
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ScentIndexScentIndex
Associated Entries underlined in red
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ScentHighlightScentHighlight
User first type search keywords: “anthrax symptoms”
Conceptually highlight any relevant passages and keywords
Draw user attention
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MethodMethod
User Study SummaryUser Study Summary Overall, the ScentIndex eBook performed
better against the physical Book. Faster Speed:
– Subjects using the ScentIndex were faster in completing their tasks no matter whether they were experts or novices, F(1,12)=12.96, p<.01.
More Accurate:– Answers that they provided while using ScentIndex
interface were more accurate, F(1,12)=3.991, p=.06.
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Poor heuristic
Good heuristic
HeuristicsHeuristics
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““Hints”Hints”
Solo
Cooperative (“good hints”)
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Finding a Finding a RestaurantRestaurant
Appropriate for the occasion
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Research VisionResearch Vision
Augmented Social CognitionAugmented Social Cognition Cognition: the ability to remember, think, and reason; the
faculty of knowing. Social Cognition: the ability of a group to remember, think,
and reason; the construction of knowledge structures by a group.– (not quite the same as in the branch of psychology that studies
the cognitive processes involved in social interaction, though included)
Augmented Social Cognition: Supported by systems, the enhancement of the ability of a group to remember, think, and reason; the system-supported construction of knowledge structures by a group.
Citation: Chi, IEEE Computer, Sept 2008
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Research MethodologyResearch Methodology
Characterize activity on social systems with analytics Model interaction social and community dynamics and
variables Prototype tools to increase benefits or reduce cost Evaluate prototypes via Living Laboratories with real users
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Characterization Models
PrototypesEvaluations
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Characterization Models
PrototypesEvaluations
Two Sides of TaggingTwo Sides of Tagging
Encoding Retrieval
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http://edge.org
“science research cognition”
http://www.ted.com/index.php/speakers
“video people talks technology”
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Using Information Theory to Model Social Using Information Theory to Model Social TaggingTagging[Ed H. Chi, Todd Mytkowicz, ACM Hypertext 2008][Ed H. Chi, Todd Mytkowicz, ACM Hypertext 2008]
TopicsConcepts
Users Documents
Tags
T1…TnEncodingDecoding
Noise
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H(Tag) shows saturation in tag usage H(Tag) shows saturation in tag usage
Source: Hypertext 2008 study on del.icio.us (Chi & Mytkowicz)
Raise in avg. tag per bookmarkRaise in avg. tag per bookmark(note parallel the development in increasing # of (note parallel the development in increasing # of query words)query words)
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Characterization Models
PrototypesEvaluations
• Synonyms• Misspellings• Morphologies
People use different tag words to express similar concepts.
Spreading Activation in a bi-graph Computation over a very large data set
– 150 Million+ bookmarks
Tags URLs
P(URL|Tag)
P(Tag|URL)
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Understanding a new area…Understanding a new area…
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Characterization Models
PrototypesEvaluations
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MrTaggy.com: MrTaggy.com: social search browser with social social search browser with social bookmarksbookmarks
Joint work with Rowan Nairn, Lawrence Lee
Kammerer, Y., Nairn, R., Pirolli, P., and Chi, E. H. 2009. Signpost from the masses: learning effects in an exploratory social tag search browser. In Proceedings of the 27th international Conference on Human Factors in Computing Systems (Boston, MA, USA, April 04 - 09, 2009). CHI '09. ACM, New York, NY, 625-634.
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Understanding a new area…Understanding a new area…
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Characterization Models
PrototypesEvaluations
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Baseline Baseline InterfaceInterface
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Experiment DesignExperiment Design 2 interface x 3 task domain design
– 2 Interface (between-subjects) Exploratory vs. Baseline
– 3 task domains (within-subjects) Future Architecture, Global Warming, Web Mashups
30 Subjects (22 male, 8 female)– Intermediate or advanced computer and web search skills– Half assigned Exploratory, half Baseline.
For each domain, single block with 3 task types:– Easy and Difficult Page Collection Task [6min each]– Summarization Task [12min]– Keyword Generation Task [2min]
– With easy and difficult page collection tasks, summarization and keyword generation task.
– NASA cognitive load questionnaire 2nd Task Domain
– Same battery of tasks and cognitive load questionaire
3rd Task Domain Experimental Survey
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Experimental Evauation Experimental Evauation [Kammerer et al, CHI2009][Kammerer et al, CHI2009]
Exploratory interface users:– performed more queries, – took more time, – wrote better summaries (in 2/3 domains), – generated more relevant keywords (in 2/3 domains),
and– had a higher cognitive load.
Suggestive of deeper engagement and better learning.
Some evidence of scaffolding for novices in the keyword generation and summarization tasks.