Archive for category memory
A Tale of Two Microsoft Names
Microsoft needed a search engine to complete with Google. Windows Live was not doing it for them. Google had already become a verb – who hasn’t told someone else to “Just Google it”? So they needed something catchy and easy to remember. Bing! I’ve got it.
Bing! Short, catchy, and an onomonopia for when you’ve actually found what you want. It’s perfect. As good as, if not better than, Google.
Microsoft needed a new phone operating system to compete with the iPhone, Android, WebOS, and Blackberry. They needed something new and fresh after the holy disaster that is Windows Mobile. They seem to have done a good job with designing the system. But now they needed a name. Zune Phone? Windows PhoneOS? Wait, no, I’ve got it. How about…
Wow. That’s… a mouthful. It’s not catchy, it’s not easy to remember. Windows Phone 7 Series? Windows 7 Phone Series? A Series of Windows 7 Phones? Windows Phone Series 7? I can’t even remember the order that the words go in!
Microsoft Marketing Department: WINS: 1. LOSSES: 1.
New Apple iPod shuffle: New commands in morse code!
Posted by jasonwong in bad design, memory on March 11th, 2009
Apple released the newest iPod shuffle today. It’s very small. The old version had a few buttons for navigation.

Now, the new iPod shuffle has no buttons. Instead, the headphones have the controls – Volume Up, Down, and a center button.

Two things wrong with this. One is not human factors, but nonetheless: you can’t use your own headphones with the iPod shuffle without buying some kind of adapter. Because the controls are on the headphones, you need to use those headphones.
Next, and more important to human factors, is how you control the thing. To play or pause, click the center button once. That’s not bad. But then… well, Apple has a whole table. Just read how complicated it is to perform some buttons. (Click the image to go to the source of the instructions)
To rewind, you TRIPLE-CLICK the center button? Supposedly, Macs only had one mouse button cause Steve Jobs thought people couldn’t tell right and left buttons apart. Now it’s triple-click. The sheer number of steps you need to memorize to operate this thing is nuts. Sure, you may say “I need to press three buttons to do the same thing on my regular iPod!” The regular iPod, however, has menus to serve as visual cues to tell you what you are doing. Here, you get a green or orange flashing light.
This is a bad idea. If nothing else, Apple should at least have redundant controls on the device itself – the same control scheme from the shuffle. Buttons for all the major functions. No double- or triple-clicking to be found. This is almost as bad as the MacBook Wheel.
Memory failure can lead to the worst of tragedies
The Washington Post has a heartbreaking story on something most of us have heard about in the news. Parents, busy and stressed, somehow manage to forget their children in the car (or on top of the car in a carseat, or any number of scenarios), and the child ends up dying. A majority of the article is focused on the legal and moral implications of this tragedy, but near the end of the article, a psychologist is interviewed talking about the nature of memory. Memory often works well, but under stress, it oftentimes makes errors.
David Diamond is picking at his breakfast at a Washington hotel, trying to explain.
“Memory is a machine,” he says, “and it is not flawless. Our conscious mind prioritizes things by importance, but on a cellular level, our memory does not. If you’re capable of forgetting your cellphone, you are potentially capable of forgetting your child.”
Diamond is a professor of molecular physiology at the University of South Florida and a consultant to the veterans hospital in Tampa. He’s here for a national science conference to give a speech about his research, which involves the intersection of emotion, stress and memory. What he’s found is that under some circumstances, the most sophisticated part of our thought-processing center can be held hostage to a competing memory system, a primitive portion of the brain that is — by a design as old as the dinosaur’s — inattentive, pigheaded, nonanalytical, stupid.
Diamond is the memory expert with a lousy memory, the one who recently realized, while driving to the mall, that his infant granddaughter was asleep in the back of the car. He remembered only because his wife, sitting beside him, mentioned the baby. He understands what could have happened had he been alone with the child. Almost worse, he understands exactly why.
The human brain, he says, is a magnificent but jury-rigged device in which newer and more sophisticated structures sit atop a junk heap of prototype brains still used by lower species. At the top of the device are the smartest and most nimble parts: the prefrontal cortex, which thinks and analyzes, and the hippocampus, which makes and holds on to our immediate memories. At the bottom is the basal ganglia, nearly identical to the brains of lizards, controlling voluntary but barely conscious actions.
Diamond says that in situations involving familiar, routine motor skills, the human animal presses the basal ganglia into service as a sort of auxiliary autopilot. When our prefrontal cortex and hippocampus are planning our day on the way to work, the ignorant but efficient basal ganglia is operating the car; that’s why you’ll sometimes find yourself having driven from point A to point B without a clear recollection of the route you took, the turns you made or the scenery you saw.
Ordinarily, says Diamond, this delegation of duty “works beautifully, like a symphony. But sometimes, it turns into the ‘1812 Overture.’ The cannons take over and overwhelm.”
By experimentally exposing rats to the presence of cats, and then recording electrochemical changes in the rodents’ brains, Diamond has found that stress — either sudden or chronic — can weaken the brain’s higher-functioning centers, making them more susceptible to bullying from the basal ganglia. He’s seen the same sort of thing play out in cases he’s followed involving infant deaths in cars.
“The quality of prior parental care seems to be irrelevant,” he said. “The important factors that keep showing up involve a combination of stress, emotion, lack of sleep and change in routine, where the basal ganglia is trying to do what it’s supposed to do, and the conscious mind is too weakened to resist. What happens is that the memory circuits in a vulnerable hippocampus literally get overwritten, like with a computer program. Unless the memory circuit is rebooted — such as if the child cries, or, you know, if the wife mentions the child in the back — it can entirely disappear.”
Simple surgical checklist boosts memory and saves lives
Posted by jasonwong in good design, memory on January 14th, 2009
Simple and easy solutions that can save billions of dollars. From The Washington Post, an article entitled Surgery Checklist Lowers Death Rate:
Surgeons, it seems, are discovering what airline pilots learned decades ago: The human brain can’t remember everything, so it’s best to focus on the complicated challenges and leave the simple reminders to a cheat sheet.
“You take something as complex as surgery, and you think there isn’t a lot that can be done to make it better,” said Atul Gawande, a Boston physician who led the study being published in the New England Journal of Medicine. “A checklist seems like a no-brainer, but the size of the benefit is dramatic.”
The low-cost, low-tech intervention tested in eight hospitals around the globe could have enormous financial implications, as well. If every operating room in the United States adopted the surgical checklist, the nation could save between $15 billion and $25 billion a year on the costs of treating avoidable complications, according to calculations by the authors.
A simple understanding that human memory cannot remember everything leads to writing it down, and that leads to saving lives. Human Factors: That Was Easy.

False Memories and Plagarism: A Christmas Story
To some extent we all possess false memories. We may not believe it because we can swear up and down that it happened to us. However, there is a great deal of evidence showing that we’re not aware of it at all. In most Cognitive Psychology textbooks I’ve seen, there’s a whole chapter dedicated to memory errors. It’s an important topic because it colors how we see our own world, and it has realistic implications in areas such as eyewitness testimony.
The New York Times recently published an article titled Christmas Essay Was Not His, Author Admits. Christian author Neale Donald Walsch published an essay with a cute story about his son’s kindergarten winter pageant. However, it turns out the story was written by Candy Chand in 1999 and had been widely circulated on the Internet.
Except for a different first paragraph in which Mr. Walsch wrote that he could “vividly remember” the incident, his Dec. 28 Beliefnet post followed, virtually verbatim, Ms. Chand’s previously published writing, even down to prosaic details like “The morning of the dress rehearsal, I filed in ten minutes early, found a spot on the cafeteria floor and sat down.”
Oops. That’s terribly embarrassing for a famous spiritual author, and there will certainly be people accusing him of plagiarism. If he argued that he truly believed his false memory, intricate details and all, many would claim to not believe him.
9/11 was a horrifying event and likely the most recent flashbulb memory of Americans (and likely of the world in general). A flashbulb memory is a memory of an event where we possess an extraordinary amount of detail. The Challenger Explosion, the assassination of John F. Kennedy, and where we were the morning of the 9/11 terrorist attacks – if we were alive during these events, we remember a great deal of information about that day.
But how accurate are they? Talarico & Rubin (2003) brought participants into their lab a single day after the attack. Participants recorded their memory of first hearing about the 9/11 attacks and of a recent everyday event. Participants were then tested again either 1, 6, or 32 weeks later.
So how did participants fare? Well, over time, there were consistently more details remembered about 9/11 than the everyday event. However, memory degraded at the same rate for both events – that is to say, a reasonable rate of memory degradation, even for 9/11.

The difference between 9/11 and the everyday event? People remained confident that, even after 32 weeks, their recall of 9/11 was accurate, but their recall of the everyday event was not as good.

What does this mean? Well, while we may all believe our memories of 9/11 are accurate, most likely, they are not. That inspires confidence, does it not?
This is only a small portion of the evidence that false memories are everywhere, and we don’t even know about it. Perhaps Ms. Chand should learn a thing or two about Christian forgiveness:
Ms. Chand said she was concerned that people would now think she had copied Mr. Walsch’s story. “How many people have heard him telling people that it’s his own?” she said. “There goes my credibility again.”
Speaking of Mr. Walsch, she asked: “Has the man who writes best-selling books about his ‘Conversations With God’ also heard God’s commandments? ‘Thou shalt not steal. Thou shalt not lie, and thou shalt not covet another author’s property’?”


