#DigitalBusiness and #AI should use Hegelian Logic to find very different and valuable customer insights

There is a continuous drive for human to be more like machines, but the problem is they are not. No matter how well a business or product message is crafted everyone that hears it, hears it differently. They hear it according to their experiences, their knowledge and this is why mass market media exists in the hope of shooting wide and attracting some part of peoples attentions and thinking patterns.

Humans should be Logical, but they are not

In this generation AI will have a huge impact, however machines work in an absolute form of Socratic Logic which is not how humans think. Science has a huge responsibility here, as it has pushed an absolute notion of things and people. Machines can’t rebel over this imposition but humans can and do.

Socratic Logic, is used to program machines and is based on asking and answering questions to stimulate critical thinking and to draw out ideas and underlying presumptions. It often involves a discussion in which the defense of one point of view is questioned; one participant may lead another to contradict themselves in some way, thus weakening the defender’s point.

Hegelian dialectic, usually presented in a threefold manner thesis, antithesis, synthesis while there appears to be a huge debate over the origins of this logical form I first read it in Georg Wilhelm Friedrich Hegel work and adopted it there. I use Hegelian Logic in understanding human behaviour, customer journeys, customer experience and future proofing digital and engagement strategy.

Humans start with a proposition called a Thesis

The Thesis is the idea or concept, for example people should choose our company because they get the best service.

Hegelian Logic users establish a negation of that thesis called the antithesis

The Antithesis is the opposite idea or concept, for example people don’t choose our company because they get the worst service.

Hegelian Logic users define a synthesis whereby the two conflicting ideas are reconciled to form a new proposition

The Synthesis is the new proposition, for example people should choose our company because we give them the service they desire.

So that is a good play on using the method, but why is it important?

How can Hegelian Logic change Business and Customer interactions, expectation and value stream engagement?

Hegelian Logic should be applied to everything.

For example there is a little known activity in data analytics call outlier removal. An outlier is data that does not fit the expected or desired outcome because data analytics uses Socratic Logic it is fine to remove these out of the main thesis data. If a Business was to apply Hegelian Logic to customer experience data they would find very different and valuable insights into behaviour that both lags behind a target state but that also leads into the next level of engagement and value. This highly valuable data is routinely removed because it does not fit the Socratic Logic methods used as industry practice.

Instead of finding out what has happened in business why not find out where the market is going based on actual data already within business systems? Effort vs. Reward many companies are unsure of how to take advantage of the data they already have and are expecting AI to make that step for them. Unfortunately as long as data cleansing removes Outliers, AI will never access Antithesis data and never give true insights or reach it true value.

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#Lies damn lies and #user #experience

User experience has in recent years become the greatest area of fraud and theft in business. Because the output documents appear simple huge numbers of people without any formal knowledge of what goes into them are having a go.

Be careful of Fakes

Avoid designers, look for Architects and Consultants, with an MSc and good client references (but not a portfolio) which can be viewed on LinkedIn.

The most common request for people involved in user experience is to produce wireframes (low fidelity pictures) a task that a child could do.

Wireframes should be the container document for standards, insights into target audience expectations, business KPI’s and brand values.

Ignorance in UX can be costly

The real problem is that recruiters and clients don’t know what they should be getting for their money.

A good indicator that someone is ignorant is a request for a portfolio. A portfolio is a set of images that express the capability of a designer involved in architecture, graphics, fashion design etc, but it is not relevant for UX. The reason it’s not relevant is that the complex ideas within wireframes need an expert to review and validate them against standards.

People who want to see a Portfolio are incompetent

If the interviewer does not know the standards, frankly they deserve to be fleeced, it’s like employing a plumber to represent your interests in court instead of a solicitor because they can make a good argument. The action of the argument is not important, even if there are lots of buzz words included because legal matters like usability matters are complex interrelated sets of rules and dependencies.

So unless an expert does the review the activity is pointless, a secondary but probably more damaging problem is ownership, rights and breach of contract.

Wireframes contain information on “How it Works” not “How it Looks”

How something works is the inventive element and belongs to the client. If clients are not protecting their Intellectual Property in UX, they really should be quite aggressive about it, but all contracts have a provision for this protection asking to see UX work from clients is a breach of contract and breach of IP.

Asking people to show a UX portfolio is asking people to breach their contracts.

If you or your team require training on interviewing UX people please contact me.

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#Converting #browsers to #buyers, exploring what drives #consumer #choice in internet e-commerce 2005

The following is a paper I wrote in 2005. From WWW/Internet 2005 Proceedings

Converting browsers to buyers: exploring what drives consumer choice in internet e-commerce

Why do internet users behave as they do, are their activities solely determined by website design? Or do they create their own pathways as a response to designated systems. For many, internet design is about the imposition of schemas, predetermined flows and consumer motifs, allowing the shepherding of an understood and mapped user towards buying products and services. However if this were true then every browser would also be a buyer. The underlying concepts of current website design rely on a number of pretexts which, when reviewed in relation to human activity and interaction, become questionable in their veracity.

1.       INTRODUCTION

There is recognition [16] that there is limited information in the understanding of the reciprocity of attitudes and behaviour constituting the relationship between internet shoppers and e-commerce websites. This is in contrast to commercially driven usability and web metrics companies who assert their findings based upon activity patterns often using statistically small samples [15]. Developing an understanding of the relationship between users and websites is key to determining patterns of interaction. Patterns of interaction are currently under investigation in two distinct ways, by using reflective and diagnostic methodologies. Reflection upon measurable activity, clicks, information foraging [5] and sales provide compelling insights for business metrics, can be limited by their subjective constituents. In turn diagnosis based on reviewers or heuristic interpretations with little user involvement [15] produce contentious results. This study will attempt to combine both forms of investigation with a large participant group study producing empirical data to be reviewed using both quantitative and qualitative approaches.

1.1         Research aims

The aims and objectives of the research can be summarised as follows:

  • Why do internet users behave as they do, are their activities solely determined by website design? Or do they create their own pathways as a response to designated systems.
  • List common behaviours and attributes to discern if there is a pattern that can be mapped and predicted.

These present some added details in comparison to the original project aims and objectives, described in the project proposal (appendix 6). Differences and the reasons for them are discussed in the final conclusions (chapter 6).

1.2      Conceptual investigation

  • Technological Determinism
  • How it came about
  • Engineering to computing rather than social science to computing
  • Boudieur absolutes – linking social theory with technology
  • Statistical absolutes taken by industry
  • Conclusion
  • Dialectic Computing
  • Social Computing
  • Tavistock Institute
  • Human Computer Interaction
  • Cultural Cognition
  • Embodied Interaction
  • Organic Systems
  • Commodities
  • Biography
  • Conclusion
  • Shopping
  • Consumption
  • Dialectic Interaction
  • Tensions
  • Dynamic
  • Conventions
  • Mediation
  • Trust
  • Conclusion
  • Investigation Methodologies
  • Reflective methodologies
  • Information Scent
  • Internet Statistics
  • Diagnostic methodologies
  • Observational
  • Active Narrative
  • Goals
  • Adaptations
  • Conventions
  • Conclusion
  • Lexical Distribution of Activity
  • Activity as a language
  • Conclusion

2.       E-COMMERCE THEORETICAL UNDERPINNING

The main area of this research is to gain an understanding of how people use technology as an extension of their world [10], specifically in the mode of consumer e-commerce. This world view is augmented by a representation of social constructs by an evolutionary process of active agents of transformation [4] in technology and specifically the creation of an electronic media habitus. This constituency maintains its own cultural capital and produces a parallel distinctive counterpoint to popular and consumer cultures. The nature of human computer interactivity, it’s cultural, educational and gender attributes has a key influence on the unification of money, knowledge and technological aspiration. These factors are also represented in technological deprivation and the personalised safety of internalised ignorance.

To relate instances of electronic media habitus a combination of activity biography [1], [12] and negotiated conventions [7] enable the development of an activity definition index. The cultural disposition of technology, interactions and resultant pathways remain difficult to interpret without recourse to such a framework.

3.       REFLECTIVE METHODOLOGY

Existing methodologies produce results that use complex mathematics to create algorithms [6], create subjective rules of design [15] or usability inspection tools [3]. Which are normally only used with existing websites, only reflecting upon current interactions.

2.1 Information Scent

The cognitive walkthrough of the web has evolved based upon the notion that users decide on their course of action based upon cues, which derive behavioural patterns of interaction then form guide routes of information scent [3]. Information scent has also been developed using aspects of information foraging both structured and unstructured [6]. The Bloodhound project seeks to establish a clear method showing consistent, measurable elements that provide benefit in the design of websites. However there is contention in the effectiveness of this methodology [14] by commercially driven consultants.

2.2 Internet Statistics

There remains a problem with accessing “actionable statistics” [8] for businesses, and while their credibility and measurability remains opaque there will be a question regarding their veracity [18].

4.       DIAGNOSTIC METHODOLOGY

The general interpretation of an open and untamed [2] source of information like the World Wide Web (WWW) requires a systematic review of actions. Actions and user activity [11] in relation to an observable world require a common representation to determine navigation and related target acquisition. Ethnographic studies related by an in-series testing system can reduce the anomalous results associated with subjective reflective data. Ultimately a lexical definition of activity is needed; in the interim the term narrative enables an interpolative review of data which will provide a clearer definition of activity.

3.1 Narrative

The understanding of human interaction can be viewed as participation in the creation of personal historical elements, which allow dispersion in potential trajectories [10] evolving of a self imposed narrative. This narrative can be observed in linguistic and engendered functions which require definition and contextualisation. However to effectively map these functions a lexicon approach [9] as associated with endangered languages, would allow the use of rational linguistic dimensions including orthography, morphology, syntax and semantics. The creation of a lexical basis [17] makes individual actions communicable aspects of communities of actions with related compound, processed and adaptive meanings.

Several hypothetical goals, adaptations and conventions can be derived from this research which will further refine and delineate additional aspects of narrative behavior to produce foundational lexical and activity indices.

3.1.1 Goals

Goals can be a descriptor of predetermined final destinations which can subsequently be reduced to a form of knowledge morpheme. These inter-related sub-rationale units while distinct and finite offer an activity based response to catalytic impositions by addition and adaptation.

3.1.2 Adaptations

Adaptation allows the extension of narratives [13] creating alternative perspectives on the same object or situation. Further modifications can be made in a process of engagement, by determining the user’s perceptions or discernment of active adversity which produces redirection.

3.1.3 Conventions

Conventions allow the use of avatars [7] to create nodes within lexical frameworks, providing index points in a narrative activity. Agreement of conventions in social, emotional and commercial arenas for completion, enable a measurable resolution to tasks.

5.       PROPOSED RESEARCH METHODOLOGY

Data for this paper is being gathered through a three tiered research process. The target group for this research is consumers who purchase online, non-experienced WWW users based in the United Kingdom.

An initial pilot survey link has been introduced onto a number of United Kingdom based online shopping directories. Control questions have been used to define the target group and acquire basic demographic information. The survey consists of open ended questions with text areas to allow user to express their opinions on their online purchase experiences.

The main survey will be derived from the pilot by asking detailed questions related to the pilot results. This survey will use menu and dropdown tools with text areas to create both quantitative and qualitative primary data.

The final counterpoint survey will involve twelve participants (six consumers and six heuristic users) working on a series of scenario based activities derived from the main survey results. This ethnographic study will allow interactive testing and appraisal of user preferences, requirements and actual activity.

6.       CONCLUSION

While this paper seeks to review and define the boundaries of an ongoing associated data gathering exercise it has also produced a number of testable hypotheses to be reviewed after data acquisition.

The linking of action cues with ethnographics has the potential to define activity components, constituents, usage and compound derivatives which will allow measurable patterns of formation and defendable narrative component interpretation.

The use of lexical representations will provide a framework for the indexing of interconnected activity components which currently operate under diverse notations.

The ability to interpret interaction will form the basis of other studies to better understand and design e-commerce sites based on human interpretive activity.

REFERENCES

[1]   Appadurai, A. (1988) The social life of things. Commodities in cultural perspective, pp. 64–91. Cambridge:   Cambridge University Press.

[2]   Benyon, D., Turner, P., Turner, S. (2005). Designing Interactive Systems.

[3]   Blackmon, M., H., Polson, P., G., Kitajima, M., Lewis, C. (April 2002) Cognitive walkthrough of the Web. Conference on Human factors in Computing Systems: Proceedings of the SIGCHI conference on Human Factors in computing systems: Changing our World, changing ourselves. ACM Press: Minnesota, USA.

[4]   Bourdieu, P. (1990). Distinction: A Social Critique of the Judgement of Taste. Harvard University Press.

[5]   Chi, H., Pirollie, P., Pitkow, J. (2000) The Scent of a Site: A System for Analyzing and Predicting Information Scent, Usage and Usability of a Web Site. Xerox Palo Alto Research Centre.

[6]   Chi, H., Rosien, A., Supattanasiri, G., Williams, A., Royer, C., Chow, C., Robles, E., Dalal, B., Chen, J., Cousins, S.  (April 2003). Web usability: The bloodhound project: Automating discovery of web usability issues using the InfoScent™ simulator. Proceedings of the SIGCHI conference on Human factors in computing systems. Pages: 505 – 512. ACM Press: New York, NY, USA.

[7]  Clanton, C., Marks, H., Murray, J., Flanagan, M., Arble, F. (1998). Interactive narrative: stepping into our own stories. Conference on Human Factors in Computing Systems: CHI 98 conference summary on Human factors in computing systems. Pages: 88 – 89.  ACM Press: New York, NY, USA

[8]   Foley, P. (2001) Internet and e-commerce statistics. European Business Review. Vol 13, No. 2. Published: Emerald Fulltext.

[9]   Gulrajani, G. (August 2003) SHAWEL: Sharable and interactive Web-Lexicons. Max-Planck-Institute for Psycholinguistics. Max-Planck-Institute: Nijmegen

[10]   Jennings, P. (2005). Constructed Narratives a Tangible Social Interface. Creativity and Cognition: Proceedings of   the 5th conference on Creativity & cognition. Pages: 263 – 266. ACM Press: New York, NY, USA.

[11]   Jul, S., and Furnas, G., W. (1997) Navigation in Electronic Worlds: A CHI 97 Workshop. SIGCHI Bulletin Vol 29, No 4 October.

[12]   Kopytoff, I. (1988) The cultural biography of things: commoditization as process. In: Appadurai, A. (ed.) The social life of things. Commodities in cultural perspective, pp. 64–91. Cambridge: Cambridge University Press.

[13]   Nakhimovsky, A. (June 1988) Special issue on tense and aspect: Aspect, aspectual class, and the temporal structure of narrative. Computational Linguistics, Volume 14 Issue 2 Pages: 29 – 43. MIT Press:   Cambridge, MA, USA

[14]   Nielsen, J. (August 2, 2004). Deceivingly Strong Information Scent Costs Sales. Alertbox from http://www.useit.com/alertbox/20040802.html

[15]   Nielsen, J. (March 19, 2000). Why You Only Need to Test With 5 Users. Alertbox from http://www.useit.com/alertbox/20000319.html

[16]   Perea y Monsuwe, T., Dellaert, B., G., C., Ruyter, K. (2004). What drives consumers to shop online? A literature review. International Journal of Service Industry Management. Vol 12, No 1, Pages 102-121. Emerald Fulltext.

[17]   Pustejovsky, J. (December 1991). The Generative Lexicon. Computational Linguistics. Volume 17 Issue 4 Pages: 409 – 441. MIT Press: Cambridge, MA, USA.

[18]   Rosenfield, J. R., (November 2001). Lies damned lies, and internet statistics. Direct Marketing. Published: Garden City. Vol 64, Iss 7 pg 61 – 64.

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