Fast TrackMental Models
Mental Models?
What’s in a                                                                                                               ...
Remedy a problem with my building                                                                                         ...
Remedy a problem with my building                                                                                         ...
Remedy a problem with my buildingRemedy       a problem with my building                          building                ...
Remedy a problem with my buildingRemedy a problem with my building                                                        ...
Satisfy Tenant                                              Clean exterior                              Make it moreRemedy...
Indi YoungPhoto by Martin Kliehm                         Developed Mental Model methodology.                         Wrote...
Q: Why?        A: Strategy.Get the team on the same side of the table.
Q: Why? A: Inventive.Don’t copy - co-opt and create.
No Blank Screens!            Info Architecture            Content Strategy            Interaction Design
Why? Long Term.Keep going back to model for more ideas.
When?New relationship.  New domain.
If things are vague “build it!” + “build what?” = Vague
Full         FastCalendar Days 12 weeks      1-2 weeksScope          Death Star   Tie FighterInterviewees   Users        I...
How to build it
The client:Commercial Construction & Restoration Company
Objectives and  Perceived ChallengesWe have turnkey capabilities but our customers                 don’t know
Side Project Content Inventory
5 StepsInterviewsAnalyzeGroupingBuild modelFeature Mapping
InterviewsTalk to the people who know
InterviewsGood           Better            BestStakeholders   Sales, Support,   Customers               Field Techs
InterviewsGood           Better            BestStakeholders   Sales, Support,   Customers               Field Techs
Interviews             Tools
Interviews    Get the back story
Interviews
Interviews
Interviews
InterviewsGoal.Keep the conversation in thevoice of the customer.
Analyze
Analyze           ToolsAudio +             Outline Notes             Software
Analyze
Analyze                    verb + noun                verb + noun          verb + noun
Analyze"Make sure my facade is safe for customers anddon’t lose business while it’s being repaired."         •   ensure cu...
AnalyzeTranscribe into outline       software                          Atomize:
Grouping
GroupingTrack Voices
GroupingAdd Voices
Grouping
Grouping           Task Group                Tasks
GroupingGroup Similar Concepts
Grouping  Conceptually Similar Groups                  Task Group                        Tasks
Build Model
Build ModelConceptually Similar GroupsTask GroupTasks
Build Model        Tools       AutomatedOmniOutliner > OmniGraffle      Excel > Visio         Manually       OmniGraffle    ...
Build Model
Fast Track Mental Models
Fast Track Mental Models
Fast Track Mental Models
Fast Track Mental Models
Fast Track Mental Models
Fast Track Mental Models
Fast Track Mental Models
Fast Track Mental Models
Fast Track Mental Models
Fast Track Mental Models
Fast Track Mental Models
Fast Track Mental Models
Fast Track Mental Models
Fast Track Mental Models
Fast Track Mental Models
Fast Track Mental Models
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Fast Track Mental Models

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A down & dirty way to get some direction for your next project via interviews, task combing and collaborative feature mapping.

Based on and informed by the Mental Model methodology created by Indi Young.

Presented at Midwest UX 2011 by Vince Frantz (@vincefrantz on Twitter) and Eric Wiley (@ericwiley).

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  • \n
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  • Audience\nVoice\nThoughts Behaviors Motivations\n
  • \nMake it safe => Schedule a visit\n\nRemove Graffiti => Photo Upload\n
  • \nMake it safe => Schedule a visit\n\nRemove Graffiti => Photo Upload\n
  • \nMake it safe => Schedule a visit\n\nRemove Graffiti => Photo Upload\n
  • \nMake it safe => Schedule a visit\n\nRemove Graffiti => Photo Upload\n
  • \n
  • Competing theories within organization. \nPotential landmines. \nFurther ramifications “Now all our marketing needs fixed”\n\n
  • Sometimes we find that the strategy table doesn’t even exist.\nOpportunity to define strategy not only from product or web but also for the whole organization.\nInnovation comes from constant overturning of the norms.\n\n
  • info architecture\nNo content? No content strategy?\ninteraction design for mental model\n\n
  • ideas come later\nuser feedback makes more sense\nBring others up to speed\n\n
  • Relationship, New Job\nNew Domain\nMy Awesome Product\n
  • \n
  • \n
  • Goal: Simplify the key phases\nReal world example, but generic process\n\n\n
  • Build hospitals, modern commercial buildings. \n Restore architectural landmarks.\n Architectural historian, Repellers\n Sure they need a web site\n Also need message\n\n
  • They want owners of real estate portfolios to come to them for everything.\n
  • Make record of everything ever written about that company.\n\n
  • \n
  • \n
  • People who solve problems for the customers.\n\n
  • People who have direct contact with the target audience.\n\n
  • RECORD\nso you can stay engaged with the conversation.\nGuide the story.\nTake notes for topics you want to go back to.\n\n
  • What are they thinking before they make the action? \nwho what where when how\nGUIDE the conversation\nWhat is the story the customer told you was the reason they called?\n\n
  • This is our user. \nWe could design to support his behavior right now.\nWithOUT user interviews, or a mental model.\n\nInterviews give root motivation\n
  • Maybe we could support his behavior BETTER\nIf we find out what his thoughts are before doing the behavior\nThe root of every action.\nEasier to design to the action if you know the reason they’re making that action.\n
  • Maybe we could support his behavior BETTER\n\nThe root of every action.\nEasier to design to the action if you know the reason they’re making that action.\n\n\n
  • imagine ourselves in their shoes\ninfer the best solutions for the based on your new perspective.\nNot about asking users what they want.\nNot asking stakeholders what they think users need (necessarily)\nWe’re getting some insight.\n\n
  • DONE WITH INTERVIEWS\n
  • OUTLINE SOFTWARE\n* Create rows and columns\n* Drag rows\n\nGoogle Spreadsheet\nExcel\nNumbers\nOmni Outliner\n
  • We’re combing for Verb+Noun entities\n
  • What are they trying to achieve?\n\nWhat are they trying to do?\n\nWhat end result do they wish to see?\n
  • Motivation: Keep my business open\n\n\n
  • Atomize sentences.\n\nOmniOutliner (I use)\nGoogle Spreadsheet\nExcel/Numbers\nBe able to export to XML (script or built in)\nBe able to Drag / rearrange rows\n\n
  • Developed Core Atomic Task List \nStart Grouping.\n
  • Note when/if task was coming from a particular audience type.\n\nMore Voices on same task, more likely you are going to want to build for them.\n\n
  • \n
  • And give them a title.\n\nBe able to drag and create rows\n
  • Group similar tasks, \ngive them a name. \nsummary of the behavior you will support (or not)\nKey Feature: Being able to drag a row\n
  • Give THEM a title\n\nTiger blood\nDONE with the hardest part.\nCould stop here and use it for content strategy.\nYou have your raw personas\nYou have tons of ideas for content\nDo you see how?\n
  • \n\n
  • DONE WITH INTERVIEWS\n
  • Putting our outline into a different format\n\nEasy visualization.\nBetter format for collaboration\n\nAlign support\n\n
  • We use \n\nIndi Young writes about\n\nAny layout program: \nCustomizable document size\n\n\n\n
  • This is what we’re doing.\n\nWalk through anatomy of the model.\n\n
  • Full layout.\nRoom for support below \nKey\nWe’re going to print this out.\n\n\n
  • Make Towers 2” (post-it width)\n\n\n
  • Got the behavior done.\nGoal: Print it out, collaborators add post-its for support ideas.\nRemember side project mentioned earlier?\nDon’t have to\nCould Start adding support digitally\nSo when you print it out - it’s already there.\n
  • Align support\nSupport = Content\nLow hanging fruit\nFrom Content Inventory\nPrime the pump.\n
  • Stakeholders in the room\nStart Brainstorming Support\nSupport = Content, Features\nSupport = Cross channel! \n\n\n
  • First Big Payoff\n\n
  • Filling in support\nMaybe use one color post-it for existing support\nOne for what needs to be built\n\n
  • Maybe use one color post-it for existing support\nOne for what needs to be built\n\n
  • Make your document 24” tall\nLeave room for post-its\n\n\n
  • \n\n
  • Update digital file with the new support items\nDistribute PDF\n
  • You’re going to generate more ideas than you could ever build, so prioritize.\nOnce you have your priorities, start \n
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  • Fast Track Mental Models

    1. 1. Fast TrackMental Models
    2. 2. Mental Models?
    3. 3. What’s in a Urges Motivations = Tasks Mental Model? Beliefs Mental Space Mental Map [Goal or intent] Related Group of... Need New Building to be Get New Glass and Glazing Remedy a problem with my building Get Professional Building A Goals,... Green Inspection Repair visible damage ...thoughts, and... Repair Locate source of Damaged ...behaviors. problem Parapets Make it safe Improve performance Get it solved Repair Ice Stop water from Need an accurate of existing building Damage coming in inspection Need to build a "Green" Need LEED certified Need water Satisfy Tenant Not sure what I Dont want building problem fixed Complaints Clean exterior Make it more need to do Mortar falling "extras" efficient out Last guy Understand Want help with unique Get new windows Remove Graffiti Want to save Need to Get Exterior Doors Need Green Windows Make it safe Replace HVAC Find the Mortar falling already did what I am Need Access toces for each task energy execute LEED windows for tenants problem out work but it still Building Want it done right this leaks buying core & shell time Use Recycled Want to save Need to get Why is my Get better Need photos Want a Want LEED Need custom Need new Get Revolving Make it safe Clean exterior Dont want to Cracked Material Get New Storefront money on problem fixed inspection of high sustainable certified windows windows Get curtain wall Doors for workers heating and fix it again exterior building still elevation building project leaking cooling Something is Want to use Need historical Need New Need someone Bricks eroded Want a water- Need to know Need to know Want LEED Need windows Need curtain Get Swing Meet energy Improve Determine if it Want better broke and recycled replacement Storefront to do it tight structure exact project what is behind accredited replaced wall Doors savings working can be thermal dont know material windows correctly scope exterior professional benchmarks conditions cleaned performance why Consultant Thermal Value, Thermal Value, Building Problem: Building LEED Call a Contractor Store Front Store Front Building Problems Inspection key to Inspection Relationships Efficiency. Efficiency. Photo Upload Inspection Do I have a Problems. Professional Renovation Approved. not re-doing it. problem? Access, Hands-on Inspection technology, Shell Package, Store Front Schedule a visit, Example Project: Example Projects, inspection. Call an Architect Cleaning Report equipment Thermal Value Funding Not sales. HVAC Schools. Multi-contractors Report and Documentation Project Engineering, Store Front Saves Time. Coordination, Consulting, Examples, Tell us about Enviro-friendly Energy Efficiency Technology, Tell us about your Documentation, Quality Product Research. Kamms problem. solution Program Infra-red camera problem. Scope, Detailed Renovation Report Specialists Schedule a Visit Life safety factor Graffiti Removal HVAC Partners Schedule a visit. Get Control. Understand what is wrong first. Coordination. Project Profiles, Example Project: First Merit Case with Architects Example Projects N.City Building Study Example Reports
    4. 4. Remedy a problem with my building Audience for a building restorationdamage Repair visible and construction Repair contractor. Locate source of problem Damaged Parapets Get it solved Stop wat Make it safe Improve performance Repair Ice of existing building Damage comin Need Satisfy Tenant Not sure what I proble Complaints Clean exterior Make it more need to do Mortar falling efficient out Last Make it safe Remove Graffiti Find the Replace HVAC Mortar falling alrea for tenants problem out work bu Want it done right this lea time Clean exterior Want to save Need to get Cracked Why Make it safe Dont want to money on problem fixed exterior buildin for workers fix it again heating and leak cooling Something is Improve Determine if it Want better Need someone broke and Bricks eroded Want a working can be thermal to do it dont know tight st conditions cleaned performance correctly why Building Problem: Building Building Problems Inspection key to Photo Upload Inspection Do I have a Problems. not re-doing it. problem? Hands-on Schedule a visit, Example Project: Example Projects, inspection. Inspection Cleaning Report Not sales. HVAC Schools. Multi-contractors Report and Documentation Tell us about Enviro-friendly Energy Efficiency Technology, Tell us about your problem. solution Infra-red camera problem.
    5. 5. Remedy a problem with my building Repair visible damage Repair Locate source of Damaged problem Parapets Get it solved Stop wat Make it safe Improve performance Repair Ice of existing building Damage comin Need Satisfy Tenant Not sure what I proble Tasks/Urges Complaints Clean exterior Make it more need to do Mortar falling efficient out Last Make it safe Remove Graffiti Find the Replace HVAC Mortar falling alrea for tenants problem out work bu Want it done right this lea time Clean exterior Want to save Need to get Cracked Why Make it safe Dont want to money on problem fixed exterior buildin for workers fix it again heating and leak cooling Something is Improve Determine if it Want better Need someone broke and Bricks eroded Want a working can be thermal to do it dont know tight st conditions cleaned performance correctly why Building Problem: Building Building Problems Inspection key to Photo Upload Inspection Do I have a Problems. not re-doing it. problem? Features & Hands-on Schedule a visit, Schedule a visit, Example Project: Example Projects, inspection. Inspection Not sales. Cleaning Report Not sales. HVAC Schools. Multi-contractors Report and Documentation Content Tell us about Enviro-friendly Energy Efficiency Technology, Tell us about your problem. solution Infra-red camera problem.
    6. 6. Remedy a problem with my buildingRemedy a problem with my building building Repair visible damage Repair visible damage Repair visible damage Repair Repair Locate source of Locate source of Repair Damaged Damaged Locate source of problem problem Damaged Parapets Parapets problem Parapets Get it it solved Get solved Stop w Stop wat Make it safe Improve performance Improve performance Get it solved Repair Ice Repair Ice Make it safe Improve performance Repair Ice Stop water fr of existing building of existing building Damage Damage com comin of existing building Damage coming in Nee Need Satisfy Tenant Not sure what I I Not sure what Need water prob proble Tasks/Urges Satisfy Tenant Complaints Clean exterior Clean exterior Make ititmore Make more Not sure what do need I need toto do Mortar falling Mortar falling problem fixe Complaints Clean exterior Makeefficient it more efficient need to do Mortar falling outout efficient out LastLa Make it safe Remove Graffiti Remove Graffiti Find the Find the Last guy Make it safe Remove Graffiti Replace HVAC Replace HVAC Find the Mortar falling Mortar falling alre alrea for tenants Replace HVAC problem problem Mortar falling already did problem outout work work bu Want it done right thisthis Want it done right Want it done right this for tenants out work but it st lea leaks time time time Need to get Make it safe Clean exterior Clean exterior Want to save Want to save Want to save NeedNeed to get to get Cracked Cracked WhyWh Make it safe Clean exterior money onon money on money Dont want to to Dont want to Dont want problem fixed problem fixed fixed problem Cracked Why is my buildin for workers for workers heating and heating and fix it again fix itfix it again again exterior exterior exterior building buil still heating and leak leaking le cooling cooling cooling Something is isis Something Something Improve Improve Determine ifif it Determine it it Determine if Want better Want better Want better Need someone Need someone Need someone broke and brokebroke and and Bricks eroded Bricks Bricks eroded eroded Want Want a Wan a wate can be can be thermal to do it to do itdo it to dont know tight st tight working working can be thermal thermal dont dont know know tight structur cleaned correctly correctly conditions conditions cleaned cleaned performance performance performance correctly whywhywhy Building Problem: Building Problem: Building Problem: Building Building Building Building Problems Problems Inspection keykeyto Inspection to Inspection key to Photo Upload Photo Upload Photo Upload Inspection Inspection Inspection DoDo I I have a IDo have a have a Problems. Problems. Problems. notnotre-doing it. re-doing it. not re-doing it. problem? problem? problem? Features & Hands-on Hands-on Hands-on Schedule a visit, Schedule a visit, Example Project: Example Project: Example Projects, Example Projects, inspection. inspection. Inspection Inspection Inspection Schedule a visit, Cleaning Report Cleaning Report Example Project: Example Projects, inspection. Not sales. Not sales. Cleaning Report HVAC Schools. HVAC Schools. Multi-contractors Multi-contractors Report and Report and Not sales. HVAC Schools. Multi-contractors Report and Documentation Documentation Documentation Content Tell us about Tell us about Enviro-friendly Enviro-friendly Energy Efficiency Technology, Technology, Tell Tellabout youryour us us about Tell us about problem. Enviro-friendly solution Energy Efficiency Energy Efficiency Technology, Infra-red camera Tell us about your problem. problem. problem. solution solution Program Infra-red camera Infra-red camera problem. problem.
    7. 7. Remedy a problem with my buildingRemedy a problem with my building Repair visible damage Repair visible damage Repair Locate source of Make it safe Improve performance Locate source of problem Repair Damaged Damaged Parapets problem Parapets of existing building Get it solved Stop wat Make it safe Improve performance Get it solved Repair Ice Stop water fr Make it safe Improve performance Repair Ice Damage comin of existing building Damage coming in of existing building Satisfy Tenant Need Satisfy Tenant Clean exteriormore Make it more Not sure what I Need water proble Tasks/Urges Complaints Satisfy Tenant Complaints Clean exterior Make it more Not sure what do need to I Mortar falling problem fixe Clean exterior Make it Mortar falling Complaints efficient efficient efficient need to do out out Last Make it safe Remove Graffiti Find the Last guy Make it safe Remove Graffiti Replace HVAC Find the Mortar falling alrea for tenants Replace HVAC problem Mortar falling already did problem out work bu for tenants Want it done right this out work but it st Make it safe Remove Graffiti Want it done right this leaks lea time time Replace HVAC for tenants Make it safe Make it safe for workers Clean exterior Clean exterior Want to save Want to save money onon money Dont want to to Dont want fix it again Need to get Need to get problem fixed problem fixed Want it done right this Cracked Cracked exterior Why Why is my buildin building still for workers heating and fix it again exterior heating and cooling cooling time leakingleak Something is is Something Improve Improve Determine ifif it Determine it Want better Want better Need someone Want to save Need someone broke and and broke Bricks eroded Bricks eroded Want Want a a wate Make it safe working working can be can be Clean exterior thermal thermal to do it it to do dont know dont know Dont want to tight st tight structur conditions conditions cleaned cleaned performance performance correctly money on correctly whywhy for workers fix it again heating and cooling Improve Determine if it Want better Need someone working can be thermal to do it conditions cleaned performance correctly Building Problem: Building Problem: Building Building Building Problems Problems Inspection key to to Inspection key Photo Upload Photo Upload Inspection Inspection DoDo I have a I have a Problems. Problems. not re-doing it. it. not re-doing problem? problem? Features & Hands-on Hands-on Schedule a visit, Schedule a visit, Example Project: Example Project: Example Projects, Example Projects, inspection. inspection. Inspection Inspection Cleaning Report Cleaning Report Not sales. Not sales. HVAC Schools. HVAC Schools. Multi-contractors Multi-contractors Report and Report and Documentation Documentation Content Tell us about Tell us about Enviro-friendly Enviro-friendly Energy Efficiency Technology, Technology, Tell Tellabout youryour us us about problem. solution Energy Efficiency Infra-red camera problem. problem. solution Program Infra-red camera Inspection key to problem.
    8. 8. Satisfy Tenant Clean exterior Make it moreRemedy a problem with my building Complaints efficient Make it safe Remove Graffiti Replace HVAC for tenants Repair visible damage Want it done right this time Repair Locate source of Make it safe Improve to save Want performance problem Damaged Parapets Make it safe Clean exterior Dont want to for workers of existing building money on Get it solved fix it again Ice Stop wat Make it safe Improve performance heating and Repair of existing building Damage comin cooling Satisfy Tenant Need Satisfy Tenant Clean exteriorit more Make it more Not sure what I proble Tasks/Urges Complaints Complaints Clean exterior Make need to do Need Mortar falling someone Improve Determine if it efficient Want better efficient out working can be thermal to do it conditions Remove Graffiti cleaned performance correctly Last Make it safe Replace HVAC Find the Mortar falling alrea for tenants problem out work bu Want it done right this Make it safe Remove Graffiti lea time Replace HVAC for tenants Make it safe for workers Clean exterior Want to save money on Dont want to fix it again Need to get problem fixed Want it done right this Cracked exterior Why buildin heating and cooling time leak Something is Need someone Bricks eroded Want a Improve Determine if it Want better Clean exterior Want to save broke and tight st Make it safe working can be thermal to do it dont know Dont want to conditions cleaned performance money on correctly why for workers fix it again heating and cooling Bu ImproveBuilding Problems Determine if it Want better Inspection someone Need key to Photo Upload Inspection working can be thermal not re-doing it to do it. conditions cleaned performance correctly Building Problem: Building Building Problems Inspection key to Photo Upload Inspection Do I have a Problems. not re-doing it. problem? Features & Hands-onSchedule aavisit, Schedule visit, Example Project: Example Projects, Inspection Cleaning Cleaning Report Report Project: Example Example Projects, inspection. Not sales. Not sales. HVAC Schools. HVAC Schools. Multi-contractors Report and Multi-contractors Documentation D Content Tell us about Enviro-friendly Energy Efficiency Technology, Tell us about your problem. solution Infra-red camera Inspection key to problem.
    9. 9. Indi YoungPhoto by Martin Kliehm Developed Mental Model methodology. Wrote the book about it: MENTAL MODELS Aligning Design Strategy with Human Behavior Rosenfeld MediaRosenfeld Media
    10. 10. Q: Why? A: Strategy.Get the team on the same side of the table.
    11. 11. Q: Why? A: Inventive.Don’t copy - co-opt and create.
    12. 12. No Blank Screens! Info Architecture Content Strategy Interaction Design
    13. 13. Why? Long Term.Keep going back to model for more ideas.
    14. 14. When?New relationship. New domain.
    15. 15. If things are vague “build it!” + “build what?” = Vague
    16. 16. Full FastCalendar Days 12 weeks 1-2 weeksScope Death Star Tie FighterInterviewees Users In-OrganizationPeople 2 or more 1-2Shelf Life 5-10 years ~ 3 yearsReduce Risk $$$$ $$
    17. 17. How to build it
    18. 18. The client:Commercial Construction & Restoration Company
    19. 19. Objectives and Perceived ChallengesWe have turnkey capabilities but our customers don’t know
    20. 20. Side Project Content Inventory
    21. 21. 5 StepsInterviewsAnalyzeGroupingBuild modelFeature Mapping
    22. 22. InterviewsTalk to the people who know
    23. 23. InterviewsGood Better BestStakeholders Sales, Support, Customers Field Techs
    24. 24. InterviewsGood Better BestStakeholders Sales, Support, Customers Field Techs
    25. 25. Interviews Tools
    26. 26. Interviews Get the back story
    27. 27. Interviews
    28. 28. Interviews
    29. 29. Interviews
    30. 30. InterviewsGoal.Keep the conversation in thevoice of the customer.
    31. 31. Analyze
    32. 32. Analyze ToolsAudio + Outline Notes Software
    33. 33. Analyze
    34. 34. Analyze verb + noun verb + noun verb + noun
    35. 35. Analyze"Make sure my facade is safe for customers anddon’t lose business while it’s being repaired." • ensure customer safety • don’t lose money • keep my business open
    36. 36. AnalyzeTranscribe into outline software Atomize:
    37. 37. Grouping
    38. 38. GroupingTrack Voices
    39. 39. GroupingAdd Voices
    40. 40. Grouping
    41. 41. Grouping Task Group Tasks
    42. 42. GroupingGroup Similar Concepts
    43. 43. Grouping Conceptually Similar Groups Task Group Tasks
    44. 44. Build Model
    45. 45. Build ModelConceptually Similar GroupsTask GroupTasks
    46. 46. Build Model Tools AutomatedOmniOutliner > OmniGraffle Excel > Visio Manually OmniGraffle Visio InDesign Illustrator
    47. 47. Build Model

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