Jörn Hurtienne

Jörn Hurtienne is Professor of Psychological Ergonomics at Julius-Maximilans-Universität Würzburg (Germany), Institute Human-Computer-Media. His research interests include Design for Intuitive Use, Primary Metaphors in User Interface Design, Tangible Interaction, and User Experience Design for fundamental values. Before joining Würzburg University he was a Research Associate at the Federal Institute for Occupational Safety and Health in Berlin (Germany) and EU Marie-Curie Fellow at the Engineering Design Centre at the University of Cambridge (UK). He received a PhD in Engineering from TU Berlin (Germany) and before has worked as a usability consultant. He studied psychology at Humboldt University Berlin (Germany) and life sciences at Sussex University (UK). Today he is responsible for the Human-Computer-Interaction program in Würzburg.

Keynote ETIS (7th Nov. 09:30-10:30) : Conveying the Abstract with the Physical: Primary Metaphors for Tangible Interaction
More is up, important is big, honest is straight – so-called primary metaphors are mini mental models of how the world works. They connect the abstract (for example quantity, importance, moral behavior) with the physical-concrete (up-down, big-small, straight-crooked). Using primary metaphors, we can design human-technology interaction that is simultaneously innovative, inclusive, and intuitive. This keynote talk introduces the concept of primary metaphors based on image schemas, demonstrates their potentials for tangible interaction, and identifies questions for further research.

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