Ed H. Chi Principal Scientist and Area Manager Augmented Social Cognition Area Palo Alto Research Center @edchi

Ed
H. Chi
Principal Scientist and Area Manager
Augmented Social Cognition Area

Palo Alto Research Center
@edchi
echi@parc.com
2010-09-13 Mensch und Computer 2010 Keynote

1
Image from: http://www.flickr.com/photos/ourcommon/480538715/
  Early fundamental contributions from:
–  Computer scientists interested in changing
how we interact with information
–  Psychologists interested in the implications
of these changes
  The need to establish HCI as a science
–  Adopt methods from psychology
–  Dual purpose: understand nature of human
behavior and build up a science of HCI
techniques.
9/13/10 HCIC "Living Lab" 2

2010-09-13 Mensch und Computer 2010 Keynote 3
  Problem:
–  Intellectual over-‐specialization
  The Memex
  Extend the powers of the human mind
with technology
–  Individuals could attend to greater spans
–  Facile command of all recorded knowledge
–  Sharing of knowledge gained

Graphical User Interface
chartered to create the architecture of Laser Printing
information & the office of the future Ethernet
invented distributed personal computing
-‐  Bit-mapped Displays
established Xerox’s laser printing business

-‐  Distributed File Systems
Page Description Languages
created the foundation for the digital revolution
-‐ 
First Commercial Mouse
Object-oriented Programming
WYSIWYG Editing
Distributed Computing
VLSI Design Methodologies
Optical Storage
Client/Server Architecture
Device Independent Imaging
Cedar Programming Language

  Fitts’ Law
  Models of Human Memory
  Models of Human Attention
  Interruptability
  Cognitive and Behavorial Modeling
  Perception and Navigation
  …

  We know motion in the periphery is more noticeable
than in the foveal region [DaVinci].
  Now think about research and products that involve
animations or flashing icons.

  We know that people
can Block out the
irrelevant content
quite easily
  Until it’s semantically
meaningful or
important to you Hey,
Jurgen!
UIST 2004 8
Characteriza*on Models
Evalua*ons Prototypes
  Characterize activity with experiments, ethnography, log analysis

  Model interaction dynamics and interface variations
  Prototype tools to increase benefits or reduce cost
  Evaluate prototypes with users

9
Start with Capturing User Traces

  Scan
  Skim
  Decide
  Action



12
  human-‐information interaction is adaptive to the extent:
MAXIMIZE
[ Net Knowledge Gained
Costs of Interaction ]

Scent Values:
Start users at Probabilities of
page with Transition Examine user patterns
some goal
Flow users
through the
network



15
  A store that knows your goal.
  Over 50% reduction in task time.

  Identify tasty pages
  Waft scent backward along links
–  Loses intensity as it travels
XC4411 copier
Features:
XC4411 features
digital copiers XC5001 remote diagnostics
color copiers
copiers ...
back
fax machines
other maintenance remote
diagnostics
...

Partial information goal: 62 copies/min.
“remote diagnostic
technology”
Remainder of
information goal: 92 copies/min.
“speed >= 75”

Associated Entries
underlined in red

Conceptually highlight any relevant
User first type search keywords: passages and keywords

“anthrax symptoms”

Draw user attention




21
(times capped at five minutes)
10/12 subjects preferred ScentTrails

2005-10-21 UMN talk
2005-10-21 UMN talk
  Descriptive: clarify terms, key concepts
  Explanatory: reveal relationships and processes
  Predictive: about performance and situations
  Prescriptive: convey guidance for decision
making in design by recording best practice
  Generative: enable practitioners to create,
invent or discover something new

Bongwon Suh, Gregorio Convertino, Ed H. Chi, Peter
Pirolli. The Singularity is Not Near: Slowing Growth of
Wikipedia. In Proc. of WikiSym 2009. Oct, 2009. Florida,
USA

Number of Articles (Log Scale)
http://en.wikipedia.org/wiki/Wikipedia:Modelling_Wikipedia’s_growth

Monthly Edits

Monthly Edits

*In thousands Monthly Active Editors

*In thousands Monthly Active Editors

Monthly Ratio of Reverted Edits

  Preferential Attachment: Edits beget edits
–  more number of previous edits, more number of new edits
Growth rate depends on:

N = current population
r = growth rate of the population
N(t) = N 0 ⋅ e rt
dN
= r⋅ N
dt
Growth rate Current
of population €
population
€
  Biological system
–  Competition increases as
population hit the limits of the
ecology
–  Advantage go to members of the
population that have competitive
dominance over others
  Analogy
–  Limited opportunities to make
novel contributions
–  Increased patterns of conflict and
dominance

  r-‐Strategist
–  Growth or exploitation
dN N
–  Less-‐crowded niches / produce many = rN(1− )
offspring dt K
  K-‐Strategist
–  Conservation
[Gunderson & Holling 2001]
–  Strong competitors in crowded niches /
invest more heavily in fewer o€
ffspring

  Ecological population growth model
–  Also depend on environmental conditions
–  K, carrying capacity (due to resource limitation)
dN N
= rN(1− )
dt K
€
  Follows a logistic growth curve
New Article

  Carrying Capacity as a function of time.

Concepts Topics
Users Documents
Noise
Tags
Decoding Encoding
T1…Tn

Source: Hypertext 2008 study on del.icio.us (Chi & Mytkowicz)

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.

Semantic Similarity Graph
Web
Tools
Reference
Guide
Howto
Tutorial
Tips
Help
Tip Tutorials
Tricks

Tags URLs
P(URL|Tag)
P(Tag|URL)
  Spreading Activation in a bi-‐graph

  Computation over a very large data set
–  150 Million+ bookmarks

Dellarocas, MIT Sloan Management Review

(1) Generate new tools and systems, new techniques
(2) Generate data that looks like real behavioral data

externally-motivated self-motivated framing
the context
Before Search
searchers searchers
31% 69%
Social Interactions
GATHER REQUIREMENTS refining

the
requirements
FORMULATE REPRESENTATION
28% 13% 59%

During Search
navigational transactional informational

FORAGING
step A step A search
process
step B step B
“evidence file”
TRANSACTION SENSEMAKING
search product /end product

After Search
28% 72%
DO NOTHING TAKE ACTION
ORGANIZE DISTRIBUTE
to self 15% to proximate 87% to public 2%

others others
the context
Before Search
searchers searchers
31% 69%
43% users engaged in pre-search social Social
interactions.
Interactions

the
reasons for interacting: to get advice, guidelines,
requirements feedback,
or search tips
28% 13% 59%
During Search

FORAGING
step A search
3 types
150 reports ofstepunique
of search: A
informational
search experiences
search provides a
mapped
compelling
step B to acase
canonical
step Bfor social
model
search
of social
process
support.
search.
“evidence file”

After Search
28% 72%
59% users engaged in post-search sharing.
ORGANIZE DISTRIBUTE
reasons for interacting: thought others might be interested,
to get feedback, out of obligation
others others
the context
Before Search
searchers searchers
•  instant 31%
messaging69%
(IM) to personal social
Social Interactions
connections near the search box
refining
GATHER REQUIREMENTS
the
requirements
28% 13% 59%

During Search

•  step
tagA clouds from
step A domain experts
FORAGING
search
•  step
other
B
users’ search trails process
(for feedback)
step B
•  related search terms (for“evidence
feedback)
file”
Similar to: Glance; Smyth"

After Search
28% 72%
•  sharing tools built-in to (search) site Spartag.us"
•  collective tag clouds (for

ORGANIZE feedback)
DISTRIBUTE
Mr. Taggy"

others others
  All models are wrong!
–  Some are more wrong than others!
  So what are theories and models good for?
  They’re a summary of what we think is happening
–  Ways to describe and explain what we have learned
–  Predicts user and group behavior
–  Helps generate new novel tools and systems

Word connectivity
Human Movement Study: Fitts’ law
MT = a + b Log2(Dsi/Wi + 1)
18000
English Letter Corpus

16000
14000
12000
10000
(News, chat etc)
8000
6000
4000
[Zhai et al., 2000, 2002]
2000
0
sp E T A H O N S R I D L U W M C G Y F B P K V J X Q Z
Slide adopted from
Mary Czerwinski Keynote
UIST 2004
“Fitts-digraph energy”
27 27
Pij ⎡ ⎛ Dij ⎞ ⎤
t = ∑ ∑ ⎢ Log2 ⎜ +1⎟ ⎥ W ( A →B) = e
−ΔE
kT
if ΔE >0
i=1 j =1 IP ⎣
⎝ Wi ⎠ ⎦
=1 if ΔE ≤ 0
Metropolis “random walk”
optimization
Alphabetical tuning
UIST 2004 60
€ €
Between just getting things done
vs. finding out the science

A B
Bucket Testing or A/B Testing [Kohavi et al]
  Design, Prototype, Learn;   If you can, you should codify your

findings so that others can
  Then Re-‐design, Prototype, Learn
replicate it, learn from it, predict
  Sometimes that’s all you can do. behavior from it.
  The basis of a true scientific field

63
  Research Vision: Understand how social computing
systems can enhance the ability of a group of
people to remember, think, and reason.
http://asc-‐parc.blogspot.com
http://www.edchi.net
echi@parc.com
WikiDashboard.com MrTaggy.com Zerozero88.com

  Appropriate for
the occasion

Poor heuristic
Good heuristic

Solo
Cooperative (“good hints”)

Social Tagging Creates Noise
•  Synonyms
•  Misspellings
•  Morphologies
People use different tag

words to express similar
concepts.

Database Lucene
• Delicious • P(URL|Tag) • Serve up search
• Ma.gnolia • P(Tag|URL) results
• Tuples of • Pre-computed
• Other social cues bookmarks • Bayesian Network patterns in a fast • Well defined APIs
• [User, URL, Tags, Inference index
Time]
Crawling MapReduce WebWeb
Server
Server
UI Search
Frontend Results
•  MapReduce: months of computa*on to a single day
•  Development of novel scoring func*on

framing
Before Search
externally-motivated self-motivated
searchers searchers the context
31% 69%
Social Interactions

the
requirements
28% 13% 59%

During Search

FORAGING
process
step B step B
“evidence file”

After Search
28% 72%
ORGANIZE DISTRIBUTE

others others
the context
Before Search
searchers searchers
31% 69%
Social Interactions

the
requirements
28% 13% 59%

During Search

FORAGING
process
step B step B
“evidence file”

After Search
28% 72%
ORGANIZE DISTRIBUTE

others others
the context
Before Search
searchers searchers
31% 69%
Social Interactions

the
requirements
28% 13% 59%

During Search

FORAGING
process
step B step B
“evidence file”
28% 72%
After Search
ORGANIZE DISTRIBUTE

others others
  For example, for information diffusion, it’s theory of
influentials [Gladwell, etc.]
–  reach a small group of influential people, and you’ll reach
everyone else
Figure From: Kleinberg, ICWSM2009

From: Sun et al, ICWSM2009

Ed H. Chi Principal Scientist and Area Manager Augmented Social Cognition Area Palo Alto Research Center @edchi

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Augmented Social Cognition Area

2010-09-13 Mensch und Computer 2010 Keynote

9/13/10 HCIC "Living Lab" 2

2010-09-13 Mensch und Computer 2010 Keynote 4

established Xerox’s laser printing business

2010-09-13 Mensch und Computer 2010 Keynote 5

2010-09-13 Mensch und Computer 2010 Keynote 6

2010-09-13 Mensch und Computer 2010 Keynote 7

 Characterize activity with experiments, ethnography, log analysis

2010-09-13 Mensch und Computer 2010 Keynote

2010-09-13 Mensch und Computer 2010 Keynote 10

2010-09-13 Mensch und Computer 2010 Keynote 11

 Characterize activity with experiments, ethnography, log analysis

2010-09-13 Mensch und Computer 2010 Keynote

2010-09-13 Mensch und Computer 2010 Keynote 13

2010-09-13 Mensch und Computer 2010 Keynote 14

 Characterize activity with experiments, ethnography, log analysis

2010-09-13 Mensch und Computer 2010 Keynote

2010-09-13 Mensch und Computer 2010 Keynote 16

2010-09-13 Mensch und Computer 2010 Keynote 17

2010-09-13 Mensch und Computer 2010 Keynote 18

2010-09-13 Mensch und Computer 2010 Keynote 19

Draw user attention

2010-09-13 Mensch und Computer 2010 Keynote 20

 Characterize activity with experiments, ethnography, log analysis

2010-09-13 Mensch und Computer 2010 Keynote

10/12 subjects preferred ScentTrails

2010-09-13 Mensch und Computer 2010 Keynote 22

2010-09-13 Mensch und Computer 2010 Keynote 25

2010-09-13 Mensch und Computer 2010 Keynote 26

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2010-09-13 Mensch und Computer 2010 Keynote 30

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Growth rate depends on:

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 Spreading Activation in a bi-­‐graph

2010-09-13 Mensch und Computer 2010 Keynote 49

2010-09-13 Mensch und Computer 2010 Keynote 53

2010-09-13 Mensch und Computer 2010 Keynote 54

GATHER REQUIREMENTS refining

28% 13% 59%

navigational transactional informational

search product /end product

to self 15% to proximate 87% to public 2%

GATHER REQUIREMENTS refining

navigational transactional informational

search product /end product

28% 13% 59%

navigational transactional informational

search product /end product

• collective tag clouds (for

  Characterize activity with experiments, ethnography, log analysis

  Characterize activity with experiments, ethnography, log analysis

  Characterize activity with experiments, ethnography, log analysis

  Characterize activity with experiments, ethnography, log analysis

  Spreading Activation in a bi-‐graph

•  collective tag clouds (for

  Design, Prototype, Learn;   If you can, you should codify your