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Digging Beyond Preferences

Digging Beyond Preferences



Presentation for Fundamentos Web 2008 on October 27th.

Presentation for Fundamentos Web 2008 on October 27th.



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  • Intro MM half way through Talk @ how customers think about problems our products are trying to solve focus on philosophies, behaviors, emotions......theme Hello. My name is Eric Fain and I’m here to talk about Mental Models, and how to dig beyond user preferences. I will get to the Mental Models about half way through the presentation. What I want to talk about first is how our users, or our customers, think about the problems that our products are trying to address. And how to focus on the philosophies, behaviors, and emotions they bring with them when using our products.

Digging Beyond Preferences Digging Beyond Preferences Presentation Transcript

  • Mental Models Digging Beyond User Preferences Eric Fain
  • Name: Eric Fain Age: 40 - 45 Occupation: Consultant Marital Status: Married Children: One Residence: San Francisco, California
  • 11% of moviegoers see movies alone Photo by Betsssssy, Flickr.com
  • I like to give the director the attention he deserves, because when I wrote a play in college, people didn't pay attention, and they didn't get the point. Photo courtesy of Katie Kelly Why do you go to movies alone?
  • Guggenheim Museum, Bilbao Photo of the Guggenheim Museum courtesy of Wikipedia
  • Frank Gehry, Architect Photo of Frank Gehry by Todd Eberle, courtesy of the Los Angeles Philharmonic. Disney Concert Hall courtesy of Wikipedia. Disney Concert Hall
  • Photo courtesy of the Los Angeles Philharmonic
  • Photo of Gustavo Dudumel by Sylvia Lelli, courtesy of the Los Angeles Philharmonic
  • “ Once I had all of that, I could free-associate … I couldn’t go wrong because I’d learned the language so completely.” Frank Gehry, Architect Interior photo by David C. Miller, Exterior photo courtesy of the Music Center of Los Angeles County
  • Image from Graphixconnexions.com Pat Smith, Entrepreneur
  • Online Money Tracker
  • Online Money Tracker ? ? ? ? ?
  • Feel Rushed, Overwhelmed Avoid Looking at Finances Find Out If I Can Save for a House Decide Where to Make Sacrifices Believe I’m On the Right Path Curious If My Spending Is Like Others Worry I Don’t Know Enough Look for Someone to Show Me
  • Financial Counseling (Service) Different Product
  • Photo by Motleye, Flickr.com
  • Photo by jsigharas, Flickr.com
  • Photo by jsigharas, Flickr.com
  • Design Develop Test
  • “ Our real estate brokers should not be able to see most of the information about the properties we are building out....”
  • “ Our real estate brokers are like highly trusted internal employees....”
  • 4. Task Based Audience Segments Audience Segmentation
  • Techniques Uses Preference Opinions, likes, desires Survey Focus Group Mood Board Customer Feedback Preference Interview Card Sort Visual Design Branding Market Analysis Advertising Campaign Evaluative What is understood or accomplished with a tool Usability Test Log Analysis Search Analytics Customer Feedback Card Sort Test Interaction Functionality Test Screen Layout Test Nomenclature Test IA Generative Mental environment in which things get done Non-Directed Interview Contextual Inquiry Mental Model Ethnography Field Study Diary Interaction Design Information Architecture Alignment & Gap Analysis Contextual Information
  • Audience Segment + Photo + Name = Persona
  • Does The Information Affect Her Behavior, Beliefs or Reactions?
  • Revisited Post-Analysis Original Hypothesis
  • Non-Directed Interview Style
    • Hear Stories 
    Feel Empathy  Know How to Support People Photo courtesy of Carolyn Wan
          • Behaviors & Beliefs, not Product Preferences
          • Open Questions Only
          • No Words of Your Own
          • Follow the Conversation
          • Not About Tools
          • Immediate Experience
    Yak, yak, yak, yak, yak, yak, yak, yak, yak, yak, yak, yak, yak, yak, yak, yak, yak, yak, yak, yak, yak, yak, yak, yak, yak. Six Rules
  • The Hallway Test Photo by yksin, Flickr.com What is she thinking while walking down the hallway?
  • Analyze Stories & Make a Mental Model
  • What Do I Look For?
    • Behavior
    • Philosophy
    • Feeling
    Direct Implied Third Party
  • How Do I Summarize These?
    • Verb Noun
  • Page Label ID Quote We will buy in advance (over the internet) … for movies we expect big crowds for, like a new release Buy Tickets in Advance to Ensure I Get In 105 We prefer not to go because it’s too crowded. You can’t choose your seat or you have to get there early to choose your seat. Choose Later Screening to Get Good Seats 105 It’s extra hassle standing around waiting for them to let you into the movie theater. Avoid Waiting in Line to Get in the Theater 105 We want it to be as easy an experience as possible … don’t have to think about any part of the experience … just go and relax. Watch a Film to Relax 105
  • Page Label ID Quote Discuss Film Afterwards My friend really likes talking about the movie, so we’ll end up talking. Discuss Film Right After Seeing It 105 I like to have someone to talk with afterwards. What we like or dislike, whether it was good or not. 110 They’ll have a comment. I’m interested in hearing it after. 113 We do that a lot over lunch. We’ll talk about movies we have seen over the weekend. Discuss Film with Friends Later 103
  • Behavior, Belief, Reaction
  • So How Do We Get Here?
  • Conceptual Group (a.k.a. “Tower”)
  • Mental Space
  • Ways to support this tower
  • A Mental Model Is: Underlying reasons that drive people's behavior Ways you support people with your product
  • Courtesy of Mary Piontkowski, for Macy’s
  • Learn to Read the Gaps in a Mental Model
  • Figure Out How to Handle an Attraction
  • VIPS Librería Asturias 20:00 10-Jan Running Phoenix Lake 9:00 14-Jan
  • Get a Better Sense of a Person
  • Go Out With a Person for the First Time
  • Communicate Findings
  • Runners Mental Model
  • Get the Right Workout for this Training Run
  • Ascending tone Start Descending tone Stop
  • LED lit when stopwatch on
  • Everyone has a different intuitive approach Teams struggle to agree on a common design
  • Teams have difficulty taking off the employee hat Images from Flickr by Akira Ohgaki The customer objectives are to increase satisfaction and loyalty.
  • Photo by dathan, Flickr.com
  • Book: Mental Models by Indi Young Blog: www.rosenfeldmedia.com/books/mental-models/ RSS: feeds.rosenfeldmedia.com/mental-models/