Honolulu, Hawai‘i October 9-12

mark burrell
Instructor: Mark Burrell, Design Director, IBM Watson Health

Tuesday, 9 October, 9–12:00, East-West Center
25 participants, fee: $100


“Artificial Intelligence” or “cognitive systems” are increasingly sophisticated and widespread, aimed at enhancing our work and daily lives. But fear and failure are also widespread, from the social foibles of chat bots to algorithms that exacerbate inequality. How can design researchers inspire and guide the design of cognitive systems that enrich and effectively support human beings?

Ethnography and design research bring essential concepts and tools to this domain, but there are new things that design researchers need to consider, know, and do in order to be effective in this brave new cognitive world.

This tutorial will:

  • Demystify and explain basic concepts, principles, and evolving capabilities of cognitive/AI technologies
  • Explore how key aspects of human experience addressed by ethnographers and design researchers (eg, discovery, trust, transparency) can improve the design, adoption, and value of cognitive systems—and enhance the relationships between humans and cognitive systems.
  • Empower you to make a case for the value of ethnography and design research at different stages of AI product development
  • Explore practical ways to extend and modify our research methods, techniques, and outputs—such as robust mental modeling, cognitive asset mapping, and discovery experience modelingto have an impact in this rapidly expanding domain

This tutorial will combine discussion and interactive exercises and will draw on examples from the life and work experiences of the participants.


Mark Burrell, PhD is a clinical psychologist who spent the first chapter of his professional career doing clinical work, teaching, and research in diverse settings. Over the past two decades he has been doing research and designing innovative technology solutions with a particular emphasis on enabling and supporting human discovery, decision making, well-being, and transformation.  Mark is currently the Design Director for IBM Watson Health, happily grappling with how to apply cognitive technologies to aid human beings and solve wicked problems in the world of health.

How to Register

Tutorial registration is open to all EPIC2018 attendees. You can purchase tutorial tickets during conference registration, or login to your existing registration and add a tutorial. When tutorials fill you may join the waitlist, but we recommend registering for your second-choice tutorial, since we see very few cancellations.