2401 (twen´te fôr´,o, wun) is a landmark number along Taft Avenue. It is the location ID of , home to outstanding faculty and students, and birthplace of luminaries in business, public service, education, the arts, and science. And 2401 is the name of the official newsletter of DLSU, featuring developments and stories of interest about the University.

05 october 2009. VOLUME 41. NUMBER 9. 12 PAGES

DLSU holds relief operations for Ondoy victims See page 3

Prospective students Field Notes: Practical usability CBE tops PR attend College of Law forum engineering Student Grand Prix

2 5 8 prospective students attend college of law forum

De La Salle University students and alumni gathered for the College of Law (CoL) Internal Launch held last September 23 at the Natividad Fajardo-Rosario Gonzalez Auditorium, Br. Andrew Gonzalez Hall.

The program was organized to introduce the communities, organizations, and law firms. college to prospective students from the University. While following a curriculum mandated by It also provided an opportunity for the students and the Supreme Court and the Commission on Higher guests to ask the administrators their inquiries about Education, the program will also underscore the the college such as its curriculum and application teaching of human rights, which will be offered as requirements and procedures. an elective and infused in core subjects. The various In his opening remarks, DLSU President and strong programs of DLSU, including economics, Chancellor Br. FSC shared that the engineering, information technology, sciences, and establishment of the College of Law is the University’s the arts, will be valuable resources for legal research gift to the Filipino nation in celebration of the undertakings. institution’s centennial in 2011. The college, he said, For its pilot year, the DLSU College of Law will should be dedicated in the upholding of human rights. target a maximum of 90 students, or no more than CoL Dean Atty. Jose Manuel Diokno, on the three classes. The college will confer a Juris Doctor other hand, discussed the goals and objectives of the degree, and will follow the trimestral system of the college. He said that CoL will focus on developing University. their students’ professional skills and instilling in them the professional values for the efficient practice of law. With its multi-disciplinary approach to learning, the DLSU Juris Doctor program will develop in law students the research and communication competencies to practice the profession. An outstanding corps of faculty will provide hands-on mentoring throughout the program, to fully prepare the small but select group of students, not only for the Bar exams but also for the actual practice of law. Legal aid and externship programs will expose these students to La Salle’s national and international network of DLSU holds relief operations for Ondoy victims

After Typhoon Ondoy hit Metro last September 27, De La Salle University immediately mobilized volunteers as part of its relief operations for partner communities that were gravely affected by the severe floods.

As of September 30, more than 300 students, contact the following numbers: Students faculty, and staff from DLSU as well as from other - 09174346568, Faculty and Co-Academic colleges and universities volunteered to repack Personnel - 09064200732, 09198018121, donated non-clothing relief goods, which are 09228877495, Alumni – estimated to be worth P870,000. Monetary donations 09053603655. are estimated at P127,000, while donated clothes and For other inquiries, related items are at 16,000 pieces. please call 524-4611 local Aside from repacking, volunteers aided 128, 523-6158, or 526- in distributing the relief goods to a number of 5612. communities in San Mateo, Rizal, Quezon City, Manila, Parañaque, Marikina, Cainta, Bagumbong, Tondo, and Malabon through partner organizations. More than 8,000 bags, which consist of food, clothing, and toiletries, have already been distributed to organizations such as Buklod Tao, Erinyes Center, Urban Missionaries, Claret Urban Poor Apostolate, Harvesters for Christ Foundation, House of Refuge, and the local government unit of Parang, Marikina. Donations were also given to the Armed Forces of the and De La Salle University-Dasmariñas for distribution. DLSU is still accepting donations in cash or in kind for the victims of the typhoon. Cash and check donations may be sent via DLSU’s UCPB Account for the Ondoy Relief Fund, UCPB Vito Cruz Branch Taft Ave. Manila 1004, Peso Account No. 001201147119, Dollar Account No. 011203000358, Swift Code UCPB PHMM. Kindly include all details listed above in the deposit slip, and send an e-mail to [email protected] confirming the donation. Reports of missing individuals from the academic community, as well as areas requiring immediate assistance, are also welcome. Donors may filipino faculty authors detective novel Filipino Department faculty Dr. Rhoderick Nuncio launched his first novel titled, Lihim ng Ultramar, last August 27 at the Tereso Lara Seminar Room.

Attending the event were faculty members and students from DLSU and University of the Philippines Diliman. Department Chair Dr. Josefina Mangahis expressed her enthusiasm to read the first creative work of her colleague, which is different “truth” from the usual critical essays. Dr. Elizabeth Morales- and the Nuncio of UP Asian Center, Dr. Rhommel Hernandez tapestry of lies, of DLSU’s History Department, and Rowena Festin, conspiracies and freelance writer and editor, read excerpts from the political scandals in the novel. country. Dr. Fanny A. Garcia, an The novel falls under the genre suspense awarding winning writer, described thriller/detective fiction in Filipino which narrates the the work as a “flash novel” and a “suspense secrets of the powerful in government and how the comedy thriller.” protaganist, a professor from DLSU, discovered the

First Iftar Dinner in DLSU Together with Muslim members of the Lasallian community, De La Salle University hosted an Iftar Dinner at the Multi-purpose Hall of the Enrique Razon Sports Complex last September 18. The Iftar Dinner paid tribute to the Muslim holiday where Muslims feast and celebrate after a whole day of fasting. The event was organized by the Lasallian Pastoral Office. FIELD NOTES. What is going on in the world? We ask our faculty members to make sense of what we need to know, understand, and reflect upon. They agree to share insights and observations about their respective fields or special interests. Field Notes serves as a window to different worlds where we all belong.

PRACTICAL USABILITY ENGINEERING By Dr. Rosemary Seva

In one of my trips to another country, I sat next to a lady who seemed to have a problem sending a text message. She had been struggling for a few minutes until she decided to disturb me and ask for value of help. She was apparently trying to roam integrating the phone before the plane would take off u s a b i l i t y i n but could not do so because she just bought product and service the phone the day before. I decided to help design (Nielsen, 1994). One her thinking that it was just an easy task. noteworthy example cited in his I have been using a particular brand of book, Usability Engineering, is an cellphone for more than 10 years and I was insurance company in Australia where confident I could roam this new phone that the main problem encountered I was also not familiar with. I tried several by clients was filling out forms. times but it never worked. The stewardess Users committed 7.8 errors on was already requesting everybody to turn the average because the form was off their phones but still I could not seem to ill-designed. This may not seem find the right function. Poor lady. She was alarming but it took the company not able to roam her phone. I thought I was more than one hour to correct smart, but apparently not smart enough. these errors. In order to address But should industrial designers, the problem, the company whether of cellphones or any other invested A$100,000 to improve consumer products, assume that the usability of the form but the net people are smart? Will this assumption annual savings amounted to A$536,000. help improve a company’s operations? Why did a lot of people commit Jakob Nielsen, the well-known errors in filling out those forms, a fairly usability guru, argued extensively about the simple task that could be done even by Usability, when properly incorporated in the design process, increases the value of the products and services, as well as user satisfaction.

people with scant education? The problem was probably crucial to know the user and the task. Early designs of ATM brought about by the poor understanding of users’ machines, for example, let the user draw money first before behavior and cognitive limitations. Designers often getting the card. However, this design allowed many of them overestimate users’ understanding of how things should to leave their cards behind. Getting the money triggered be done and expect them to know the “proper way”. The them to leave immediately probably because they were in most common causes of form filling errors are poor layout a hurry or their mind was somewhere else. Considering and the use of words that are difficult to understand. this usual error during withdrawal, interface designers Designers expect that users would know where to place revised the order of the tasks so that users would get their the right answer on the form when his/her perception cards first before getting the money. Such improvement of the form does not allow him/her such affordance. prevented the burden of card retrieval on the part of the So how can all these problems be prevented at depositor and enhanced the security of transactions. the onset? The answer is to put the user at the center of Sending SMS can also be made easy by following the design process and understand his/her physical and some standard usability guidelines in the conception of cognitive limitations. Cognitive ergonomics is a branch access numbers and keywords. With 2 billion SMS sent of science that deals with the limitations of human by Filipinos every day, telecommunications companies mental performance and its application in design of should think of ways not to miss any opportunity to earn products and services. Most of its earlier application is revenue. One guideline to usable design is memorability. In in aviation but in this age of electronic gadgets and the the context of texting, this means that the keyword or access Internet, its application has become more obvious. One number should be easy to remember and does not add to particular application of cognitive ergonomics is usability the cognitive load of the user. Some examples of good engineering which is concerned with designing products/ keywords are unlitxt, roam on, and sulitxt because they services so they are easy to use. Usability, when properly are short and meaningful. Users do not have to remember incorporated in the design process, increases the value them because they naturally occur in everyday language. of the products and services, as well as user satisfaction. Usability can be applied in numerous contexts in In order to incorporate usability in design, it is the Philippine setting including evaluation of existing Usability, when properly incorporated in the design process, increases the value of the products and services, as well as user satisfaction.

interfaces to identify possible improvements. One relevant issue is the usability of voting machines in the upcoming elections. It was not reported if the machines have been tested with Filipino users. Considering that the voting machines have been developed in another country, usability problems are expected to occur. Usability testing is a standard procedure for evaluating voting machines in other countries especially the US because it is important to safeguard the integrity of the votes. Unusable machines enable voters to cast votes they do not intend. The potential problems could have been prevented if the machines were evaluated prior to purchase using a standardized usability test. In the Philippines, cognitive ergonomics and its application is a new frontier. Companies are not aware how it impacts human performance and customer satisfaction. Only a few universities include it in their curriculum. De La Salle University is one of the universities that have an expertise in this area. The Human Factors and Ergonomics Center of DLSU promotes the design, testing and evaluation of products, websites, and web applications. It is the mission of the Center to propagate knowledge in the area of ergonomics and human factors, and to collaborate with industry and businesses in this pursuit.

Dr. Rosemary Seva is Associate Professor of the Industrial Engineering Department. She is currently the Lab Director of the Human Factors and Ergonomics Center. CBE tops PR Student Grand Prix A team of De La Salle University students received honors in this year’s Public Relations Society of the Philippines (PRSP) Student Grand Prix, which was part of the organization’s 5th PR Students’ Congress held last September 5-6 at the University of Santo Tomas.

For the Grand Prix, the challenge given to competing schools was to develop a dynamic Voters’ Education Campaign for the upcoming 2010 National Elections, with focus on the youth sector. Marketing Management and Advertising Management majors namely Sarah Santos, Katrina Sebastian, Hannah Go, Elinor Malicdem, Katrina Villanueva, Anika Recto, Kyle Cruz, Jenine Araneta, Katrina Caparas, Charlene Hung, Lawrence Lorico, Luis Berba, Enrique Angeles, Mario Vista, and Jordan Canilao bested other competing schools with their winning entry “Lakas Mo, Gamitin Mo: Kabataan Bumoto!” Other participating schools include University of the Philippines- Manila, Ateneo De Manila University, Lyceum of the Philippines University, and De La Salle University- Dasmariñas. With the theme “We are the Changemakers,” the two-day event aimed to enhance appreciation of students of public relations and expose them to current important national issues and challenges.

Marketing majors win in national competition

For the second time, De La Salle was participated in by 24 schools Villanueva, Sarah Santos, Mae Katherine University students bagged the first runner nationwide, with seven schools qualifying Ong, Katrina De Leon, Mario Vista, Bea up honor in this year’s Strategic Marketing in the finals—Southville Foreign Loinaz, Kimberly Go, Lawrence Lorico, (STRATMARK) Competition. This year’s University, who won first place, University Winslow Co, Andrea Dizon, Dixie Camua, competition introduced a new twist and of the Philippines-, who bagged Anne Puno, Katrina Redondo, James veered away from the usual marketing second runner-up, , Asia Escalante, and Gio Laforteza. The team plan formulation to a more focused and Pacific College, University of Santo was coached by DLSU faculty Bienvenido challenging task—Market Research. Tomas, and University of . Encarnacion and supported by the STRATMARK is an annual The DLSU team is composed of Marketing Department. competition organized by the Philippine a fusion of Marketing and Advertising Marketing Association. The competition majors, namely Alexis Tong, Katrina ME Students win in Emerson Cup

De La Salle University Mechanical Engineering students won in the student category of the Emerson Cup 2009: India and South East Asia, awarded last September 11 at the Hyderabad Convention Center in India.

Students Ronald Dy, Stephen Simon Correa, and Mark James de Jesus were given the Excellence Award for the student category for their entry, “Installation of Raised Floor Air Distribution System (RFADS) and evaluation of its thermal stratification and effect on human comfort compared with the conventional Overhead Ceiling Air Conditioning System (OCACS).” A student group from India was the runner-up and another Filipino student group from Mapua were among the nominees. The Emerson Cup awards the most outstanding designs in Variable Refrigerant Flow (VRF) air conditioning applications for professionals. However, this requirement was waived for the student category and in the Innovations in Human Comfort category. The group’s adviser, Engr. Martin Ernesto The same project was one of the gold Kalaw, who also attended the India Green Building medal recipients for outstanding thesis of the Congress at the same venue, received the award in Mechanical Engineering Department for the their behalf. 1st Trimester of AY 2009-2010.

Time management tip:

Develop the habit of reviewing your goals each week. When unexpected events happen, your list will keep you focused even as you juggle your priorities.

Lasallians on the DOT (Definitely on Time) is a De La Salle University campaign to strengthen a culture of punctuality and honesty. The program is being undertaken in response to a memorandum issued in September 2008 by the Commission on Higher Education, which urges higher education institutions in the country to support its Project W.A.T.C.H. (We Advocate Time Consciousness and Honesty). automated poll elections discussed in caucus

The DLSU Committee on National Issues and Concerns (CoNIC), College of Computer Studies (CCS), and the Philippine Computer Society (PCS) organized the first “Caucus for Ensuring Trustworthy Automated Philippine Elections in 2010” last September 18 at the Natividad Fajardo-Rosario Gonzalez Auditorium of the Br. Andrew Gonzalez Hall. The forum discussed the trustworthiness which dictate to the Precinct of the Automated Election System (AES) for the Count Optical Scan (PCOS) 2010 national and local elections. Specifically, machines how it should operate, it convened a caucus of experts-stakeholders is vulnerable to different kinds of from the government, the private sector and the viruses, so there is a need to have academe to generate ideas and action points. a contingency plan should errors Through alliance and consensus building, in the system occur. the caucus also intended to develop a positive environment for discourse and idea exchanges that will support efforts to automate elections in 2010. Guest speakers Nelson Celis and Edmund Casiño, president and director of PCS, respectively, tackled the technical issues of the AES, while CoNIC head Emmanuel Garcia provided insight on how the automated polls will run and encouraged students to register and vote. After the panel discussion, an open forum was presided by CCS faculty Sherwin Ona, where the source codes of the AES were discussed. Casiño warns that source codes, Lasallian Guiding Principles. To answer our questions and successfully pursue our quests, we must return to the beginning. In order to find real answers and to see our way clearly, we must go back to our real source. This means going back to our core Lasallian values: the spirit of faith, zeal for service, and communion in mission.

Lasallian education transformed

For Economics and Finance student ourselves as well,” Tullao related. framework as an opportunity to achieve Maritzi Tullao, the Transformative Learning When the new teaching the department’s goal of creating a more Framework implemented during her first methodology was finally implemented critical, significant, and exciting study of year in De La Salle University was unlike in 2006, there were significant changes history, particularly in the GE courses. anything she had experienced before. in the way DLSU faculty members had With the teachers’ sincere effort The new teaching approach sets apart the always understood “learning” and to make the Transformative Learning difference between learning through just “teaching” to be, as in the case of History paradigm work, the shift to the new taking down notes and learning through Department Associate Professor Dr. teaching methodology has brought an active and open discussion with the Ronaldo Mactal during his first few months new meaning to the idea of “learning” teacher and among peers. of teaching with the new framework. for students like Tullao. And that, she Aware of the new kind of teaching Mactal shared that for the believes, is what makes the new teaching method, Tullao learned how to become History Department, there was a approach effective. more engaged in her subjects. Some need to prioritize the transformation “I remember the subjects taught of her teachers, she said, would have of the entire department to effectively under the Transformative Learning focus group discussions to talk about implement the Transformative Learning Framework more than those that were a particular topic or assign readings paradigm. Faculty members of the not,” she said. “I can even still recall the beforehand so that students could share History Department made sure that discussions in my Psychology class and their insights and reflections during class. they approached the new teaching I’m not even a Psychology major.” “We learned how to discuss the methodology with the right perspective topic not only with the teacher, but among and attitude, and that they saw the

Lasallian educational experiences are dynamic processes that… • challenge learners to realize their full potential by promoting critical and creative self-thinking, self-knowledge, and self-mastery; • bring Christian perspectives and values to bear on human knowledge and culture; • encourage synergy, collaboration, and dialogue in an environment that is fraternal, hospitable, and laden with mutual respect; • impel learners to translate their knowledge into actual practice for the betterment of society; and • prepare learners for responsible participation in the world of work, the family, the community, the wider society, and the local Church.

Principles of Lasallian Education in the Philippines, from Guiding Principles of the Philippine Lasallian Family Annual DLSU S&T Congress held

De La Salle University, in cooperation with Osaka University, organized the annual Science and Technology Congress last September 21-23 at the Br. Andrew Gonzalez Hall.

Now on its 11th year, the congress highlighted the two partner universities. The workshop on the ongoing partnership between DLSU and Osaka Computational Materials Design, meanwhile, University in the varied fields of science and introduced participants to powerful computational technology. Plenary speakers on the first two days tools that will do away with trial and error in the of the congress include distinguished technocrats, design of new materials for specific applications. researchers and academicians in the country, from Also, the Empathic Computing Workshop featured both DLSU and Osaka University. the research discoveries of the Numao lab of Osaka The conference aimed to foster research in University and DLSU’s Center for Empathic Human the area of science and technology and its impact on Computer Interactions. mainstream human activities. Specifically, it served An Educator’s Workshop on Understanding by as a venue for discussion and exchange of ideas on Design, conducted by Dr. Miguel Rapatan, dealt with current issues in science and technology. design tools and standards on curricular planning Moreover, the congress became a venue for that maximize the potentials of curricular change for disseminating research projects of students both at effective and engaging learning. On the other hand, the undergraduate and graduate levels. This year’s the Workshop on Robotics titled “Designing and congress featured various workshops from DLSU and Developing Educational and Entertaining Robots” Osaka University. was conducted by Dr. Edwin Calilung and Edwin The OU-DLSU Academic Research Workshop Sybingco of DLSU’s College of Engineering. served as a venue for information exchange between

is published bi-weekly by the Marketing Communication Office (AH-21/F, intercom 144). Editorial deadline is 3 p.m. Tuesdays. Contributions should include the name, office and signature of the sender. Materials may be edited for clarity or space. Johannes Leo Badillo ([email protected]), Operations Director; Anne Alina ([email protected]), Editor; Ma. Ruby Carlos, AARichela dela Cruz, Magsy Magbanua, Mark Pitoc, Writers; Peter Varona, Art Director; Ricky Binoya, Ave Gaile Peraz, Luis De Vera, Graphic Artists; Virginia Umacob-Gases, Secretary; Raymond Menor, Office Assistant.2401 may be accessed online through the URL: http://www.dlsu.edu.ph