S YSTEM A RCHITECTURE OF BMIND

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3.2 System Architecture of BMIND

This research presents a systematic mechanism to develop a service system to provide user’s appropriate expectation and reframe cognition of user of new service.

There are three modules in system architecture, Building a Mental State Module (also called finding the current expectation of user of new service), Building an Appropriate Mental State Module (also called system suggested expectation, new expectation) and Communicating with Cognition Module. These three modules are designed to concept of procedure, the output of first module (Building a Mental State Module) is taken as the input of second module (Building an Appropriate Mental State Module). And so forth, the output of second module (Building an Appropriate Mental State Module) is taken as the input of third module (Communicating with Cognition Module).

Following describes the operation of each module, and shows system architecture in Figure 3.2.

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Figure 3.2 System Architecture of BMIND Service Business

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3.2.1 Building a Mental State Module

The aim of this module is to build mental state (current expectation) models that can represent the feeling, thinking or other emotional and cognitive thing for each user.

 New Service Description and Attributes: Service providers must input the description and the attributes of new service as the fundamental data which system applied to interact with user.

 Collecting User Preference Level of the Attribute: The purpose of this model is to interact with user to collect the data which the user’s preference level of the attributes of the services. To build the mental state model, system uses the preference of the attributes of new service as the fundamental input. Use preference, surface features of the cognition and emotion to represent the psychological state of user.

 Building a Mental State Model of Current Expectation: This process apply user’s preference level of the attributes of new service to rebuild a complete mental state model for each user. This model shows the current overall thoughts of new service of users, especially the current expectations of the services.

3.2.2 Appropriate Mental State Module

The purpose of this module is to find out the more appropriate expectation of new service for user. Using the CPT (domain of behavior economics) to compute the utility of new service for user who has new expectation, to guarantee the new expectation is the more appropriate one. In order to understand the psychological states (psychological value, probability weigh) of user to compute utility, system would interact with user several rounds to gain user’s percept.

 Generating Value Function: Purpose of this operation is getting the user’s

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psychological value about the major features of new service.

 Generating Decision Weight Function: Purpose of this operation is to understand the probability weight (attitude of probability) of user about evaluating new service.

 Building an Appropriate Mental State (suggested expectation): This operation is the aim of this module, applying the above user’s psychological states (psychological value, probability weigh) to build the more appropriate expectation and to compute the expected utility bring from accepting new service.

3.2.3 Communicating with Cognition Module

This module would analyze the data received from the further modules and pass into the calculated section, and then people can obtain a processed data via correspondence analysis technique. Thus, there are two modules to illustrate what user will gain from system when user wants to change and follow the changing procedure. Graph making model offers a graphic data to understand easily, and when interacting with the graph user operates on the graph and receives recommendations to reframe. Following illustrates two models.

 Making Correspondence Analysis Graph Model: The purpose of this model is to generate a visualized graph that user can increase impression, attraction and interaction of new service. Correspondence map implies more information represent by dots and use the distances between dots to display their relations that would inspire user to understand the gap and to seek the solutions.

 Reframing Cognition Model: The aims of this model is reframing, user gets the correspondence map and compares the difference between the data from the visual graph and incorporate analyzed result into their cognition. Moreover,

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system provides recommendations (from service provider and social) to user.

The textual information assists user to know the perspectives of other user and observe other user’s cognition that urge them to learn the benefit and modify their cognition of new service. Finally, in order to guarantee system can achieve reframing of user’s cognition, system applies simple formula to evaluate the changing result. After that, result would be classified to a specific category, each categories represents different degrees of their cognition changing. It will give the evidence of changing level to user that they can know their effort on reframing and what kinds of recipient they belong to.

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i-Part was established in 2003, it is the biggest online dating platform in Taiwan.

i-Part provides for making friends on website, searching interested person, dating service, holding sodality, virtual cohabitation, decorating style, dating game and other services. It already has more than three millions user. It declares i-Part has the most fast speed of making friends and the largest number of new friends in the online dating industry. About the performance of i-Part, the number of getting marry, it declares i-Part has the highest success ratio. In the concept of security, it also support five ways of authentication mechanism, in order to guarantee the truth and safety of making friend.

In the dating industry, i-Part can be known a radical innovation service. In the tradition way of making friend (dating), human through different intermediary (dating marriage intermediary, matchmaker) without technique, for example social gathering, blind date and marriage agency (such as YueLao bank, it is a business which plays the role of matchmaker). However, i-Part proposes a physical way of making friend to virtual way of making friend. i-Part creates a radical innovation in online dating industry in Taiwan. This innovation type (radical innovation) of new service (i-Part) is correspond to our limitation of research. Therefore, we take online dating platform- i-Part as our real case in system scenario to simulate the operation of process in our service system.

The technology has been increasingly improved day by day, then the more competitors appear, for example iMatchBox and DateMeNow. i-Part, iMatchBox and DateMeNow are top three online dating platform in the Taiwan. Although i-Part is the industry leader, they must think about how to keep their competitive advantage and how to make more potential user start an intentional behavior change to have the willingness to try their service. In our service system, we hope we can help user to