Digging Beyond Preferences

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

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

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/

Digging Beyond Preferences

by Eric Fain on Nov 03, 2008

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Digging Beyond Preferences — Presentation Transcript