This motivated him to shift his focus to the sciences of user experience .
While developing AI technology at Xerox PARC , Russell realized that sophisticated technology was useless if people did not intuitively know how to use it .
This motivated Russell to shift Russell 's focus to the sciences of user experience .
While developing AI technology at Xerox PARC , Russell realized that sophisticated technology was useless if people did not intuitively know how to use it .