Borg-Human Interaction Design

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Publicerad: 2014-06-25

ISBN: 978-91-7519-280-2

ISSN: 1650-3686 (tryckt), 1650-3740 (online)


We use the term borg to refer to the complex organizations composed of people; machines; and processes which provide services to their clients; most often through computer and mobile interfaces. Unlike interfaces to pure machines; we contend that borg-human interaction (BHI) happens in a service-like context of anthropomorphization of the interface; conflict with users; and dramatization of the client journey. We believe this context requires designers to construct what we call the human facet of the borg; a structure encompassing the borg’s personality; social behaviour; and embodied actions; and the strategies to co-create dramatic narratives with the user. To design the human facet of a borg; we propose a six-step design methodology to combine traditional computer-human interface and service design techniques; including enactment of conflicts; the use of puppets as interface prototypes; and comics-like sketches of the interaction process.


Service design; multidisciplinary design; design methods; borg-human interaction; anthropomorphization; user conflict; dramatic interaction; service blueprinting


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