Innovation With Mental Models

Innovation is Overrated Matching Products to Human Behavior Indi Young

Understand Model Your Spend Time with Innovation Customers Details (CC) BY-SA 2007 Indi Young Page 1

Understand Innovation (CC) BY-SA 2007 Indi Young Page 2

Lots of people are talking about innovation (CC) BY-SA 2007 Indi Young Page 3

Some are giving warnings about innovation (CC) BY-SA 2007 Indi Young Page 4

“Sensational effects are all too often pursued, to the detriment of just right solutions. The extraordinary cannot be forced into existence, but might result unexpectedly and surprisingly from constant and earnest effort.” - Frank Zeier (CC) BY-SA 2007 Indi Young Page 5

“It is in the detail work that design really happens — that the clever, delightful moments of a design occur.” - Dan Saffer Making Stuff vs. Making Stuff Up By DAN SAFFER, illustration by Jennifer Lew Published: November 01, 2007 on ABriefMessage.com, http://abriefmessage.com/2007/11/01/saffer/ (CC) BY-SA 2007 Indi Young Page 6

I think innovation is overrated… (CC) BY-SA 2007 Indi Young Page 7

The best advice I can give is to focus on people and their problems. Few great innovators worried about anything else. (CC) BY-SA 2007 Indi Young Page 8

“You start the Prius by pressing a button on the dashboard, not once but twice. To put it in drive or reverse, you manipulate a very small stick protruding from the dashboard … no matter how many times I pressed the button, I couldn’t get it to move … I had failed to tap the brake while moving the gear shifter in a certain inexplicable way.” The Risk of Innovation: Will Anyone Embrace It? By G. PASCAL ZACHARY, Published: January 20, 2008 in the NYTimes Business section, http://www.nytimes.com/2008/01/20/business/20ping.html?scp=1&sq=prius (CC) BY-SA 2007 Indi Young Page 9

“… it's a systems problem … you have to be able to manufacture it and deliver it. And you have to get it to people's attention and then convince them … And if it's really a new idea, well, expect it to take about 10 years.\" Peterme and “The Don” Norman in Conversation By peterme, Posted: December 13, 2007 on AdaptivePath.com, http://www.adaptivepath.com/blog/2007/12/13/peterme-and-the-don- norman-in-conversation-2/ AND “Filling Much-Needed Holes” By Donald A. Norman, Interactions Magazine, Jan+Feb 2008 (CC) BY-SA 2007 Indi Young Page 10

not forced understandable change ! crafting details focus on people long term (CC) BY-SA 2007 Indi Young Page 11

Understand Model Your Innovation Customers (CC) BY-SA 2007 Indi Young Page 12

What is a mental model? (CC) BY-SA 2007 Indi Young Page 13

What is a mental model? (CC) BY-SA 2007 Indi Young Page 14

(CC) BY-SA 2007 Indi Young Page 15

Behavior, Philosophy, Feeling (CC) BY-SA 2007 Indi Young Page 16

Conceptual Group (a.k.a. “Tower”) (CC) BY-SA 2007 Indi Young Page 17

Mental Space (CC) BY-SA 2007 Indi Young Page 18

Ways to support this tower (CC) BY-SA 2007 Indi Young Page 19

Understand Model Your Spend Time with Innovation Customers Details (CC) BY-SA 2007 Indi Young Page 20

Moviegoers Mental Model (CC) BY-SA 2007 Indi Young Page 21

Decide to Watch a Film Watch a Film to Achieve a Mood Watch Minimalist Films to Meditate Watch a Film to Relax Share a Film with Watch a Film to Learn Friends Watch a Film to Watch a Film to Screen a Film Release See Different Have a Date Night Take Family for Friends Tension Cultures Dependents to a Film Take Family Watch a Film to Watch a Film to Have a Date Take Someone Dependents to Challenge My Cure Mood Night to a Film I Like a Film Mind (CC) BY-SA 2007 Indi Young Page 22

Choose a Film (CC) BY-SA 2007 Indi Young Page 23

Read Reviews Learn More About a Film Regularly Read the Reviewers I Respect Read Compiled Reviews Read Newspaper Reviews Read Many Reviews to Get Look for Trailers Anticipate a Film a Consensus Online Look for Set Read Reviews Talk About Films I Read About Films I Trailers Online Expectations Out of Curiosity Want to See Want to See Talk About Look for Film Read Film Get Excited Films I Want to Information Festival about a Film See Online Reviews (CC) BY-SA 2007 Indi Young Page 24

Choose a Good Theater Choose Choose a Theater Theater w/ Good Parking Choose Theater with Good Eats Choose Theater w/ Comfortable Choose Smaller Seating Theater Choose Choose Theater with Smaller Good Choose Easy Theater Theater for Projection Eclectic Film Choose Choose Choose Central Smaller Theater with Location to Theater for the Choose Theater with Choose Theater Close Good Sound Meet Friends Neighborhood Big Crowd Energy to Good Restaurants Choose Choose Choose Choose Choose Clean Smaller Theater with Theater Close Multiplex for Theater Theater for Big Crowd to Good Familiarity Aesthetics Energy Restaurants (CC) BY-SA 2007 Indi Young Page 25

Choose a Time Choose Screening Time Choose Later Screening Avoid Early Look Up Running Screening Times (Length) Look Up Choose Early Running Times Screening (CC) BY-SA 2007 Indi Young Page 26

Go to the Theater Buy Concessions Avoid Resolve Group Buy Tickets Concessions Logistics Avoid Buying Eat Meet Group at Tickets Online Concessions Theater because of Instead of Surcharges Dinner Avoid Standing Get Tickets for in Line to Buy Buy Chocolate Avoid Being Late to a Group Get to Theater Tickets Theater Schedule a Avoid Being Buy Tickets in Time with a Buy Popcorn Late to Theater Advance Group (CC) BY-SA 2007 Indi Young Page 27

Watch a Film at Home Rent a Film Watch DVD Extras Rent a Film to Avoid Extras on Save Money DVD Try Renting Watch Extras through NetFlix Watch a Film on Watch a Film on on DVD Make Popcorn Projector DirecTV Rent if Don’t Watch DVD w/ Watch a Film Watch a Film Feel Like Going Commentary Make Popcorn on Projector on DirecTV Out On (CC) BY-SA 2007 Indi Young Page 28

Eat Dinner Eat Dinner Eat Dinner with a Companion/ Date Eat Lunch Before a Film Eat Dinner After Film Decide When to Eat Make Reservations Get to Restaurant Skip Dinner Dinner Eat Dinner Decide When Make Skip Dinner Before Film to Eat Dinner Reservations (CC) BY-SA 2007 Indi Young Page 29

Watch the Film (CC) BY-SA 2007 Indi Young Page 30

Identify with a Film (CC) BY-SA 2007 Indi Young Page 31

Interact with People About the Film Discuss the Film Afterward Avoid Discussions Ask Strangers Their Opinion After a Film Discuss Interpretation of Book Learn Craft from Discussion of Recommend a Film Unusual Points Recommend a Discuss Film Film when Afterwards Asked Go Somewhere to Sit and Write a Review Discuss Film (CC) BY-SA 2007 Indi Young Page 32

Follow the Industry (CC) BY-SA 2007 Indi Young Page 33

Identify with a Film Collect Film-Related Stuff Save Tickets in Scrapbook Get the DVD Watch a Film Multiple Times Watch DVDs I Collect Film Buy Special Own More than Artwork DVDs Once Get DVDs as Watch Film Collect Toys Gifts Multiple Times DVD Release Dates (CC) BY-SA 2007 Indi Young Page 34

www.movieposter.com (CC) BY-SA 2007 Indi Young Page 35

actual tux from the movie stormtrooper and scout costumes (CC) BY-SA 2007 Indi Young Page 37

www.verymarkmccormick.com the-write-bunch.blogspot.com (CC) BY-SA 2007 Indi Young Page 39

Look for Certain Qualities Choose Eclectic Films Choose Films by Director Choose a Film Choose Self- Deprecating Films Choose Serious Films Choose Quality Films Choose Familiar Films Include Random Film Choices Choose Film See Whats Choose Because I’ve Playing to Blockbusters Watch a Certain Read Book Choose Film Genre in Winter Choose Film of Watch a Choose Film Choose a Country I’ve Certain Genre for the Story Variety of Films Been To in Winter What’s Playing What’s Playing What’s Playing Film List (by Today (by Today (by Today (by title) genre) location) location) What’s Playing What’s Playing Film List (by What’s Playing (by title) (by location) related films) (by location) (CC) BY-SA 2007 Indi Young Page 40

Opportunities to Pursue Seasonal Suggestions Valentine Romances July Patriotism Halloween Horror Visit Family with Musicals (CC) BY-SA 2007 Indi Young Page 41

Airplane II Releases 1982 25-Jun – Theater Release 1992 11-Sep – Director’s Cut Release Barbarosa 2007 29-Sep – Final Cut Release 2007 05-Dec – DVD Release Cat People Earnings Press Dead Men Don’t Wear Plaid http://www.measuremap.com/developer/slider/ (CC) BY-SA 2007 Indi Young Page 43

Airplane II Releases 1982 25-Jun – Theater Release 1992 11-Sep – Director’s Cut Release Barbarosa 2007 29-Sep – Final Cut Release 2007 05-Dec – DVD Release Cat People Earnings Press Dead Men Don’t Wear Plaid (CC) BY-SA 2007 Indi Young Page 44

Go to the Theater Eat Dinner Buy Concessions Avoid Buy Tickets Concessions Avoid Buying Eat Tickets Online Concessions because of Instead of Surcharges Dinner Avoid Standing in Line to Buy Buy Chocolate Get to Theater Tickets Make Reservations Get to Restaurant Buy Tickets in Make Buy Popcorn Advance Reservations My Favorite Local Map to Theater Buy Tickets Theaters List Restaurant Links Driving Directions to Is It Sold Out? Theater Parking Is There a Directions for Line? Theater (CC) BY-SA 2007 Indi Young Page 45

http://www.thealarmclock.com/mt/archives/2007/04/bostons_parking.html (CC) BY-SA 2007 Indi Young Page 46

Parking Garage + Mezzo Mezzo + Sabor of Spain + Rafael Theater Parking Lot + + Cinecita Il David Parking Garage (CC) BY-SA 2007 Indi Young Page 47

Watch the Film Ignore Other People/ Immerse Myself Attend Films Alone Admire Craft of the Film Look for Watch Certain Choreography, DVDs Alone Compare Film to Book Stunts Anticipate Immerse Admire Craft of Scenes from Myself in a Film Comment on Film Look for Jokes/ Screenplay Book During Screening References Avoid People Get Nitpicky Comment on Look for Jokes/ Admire Craft of So I Can About Film During References Film Concentrate Interpretation Screening (CC) BY-SA 2007 Indi Young Page 49

Book-to-Film Translation 84 The Lord of the Rings 71 The Golden Compass 70 Pride and Prejudice 68 Harry Potter and the Goblet of Fire (CC) BY-SA 2007 Indi Young Page 50

Watch the Film Ignore Other People/ Immerse Myself Attend Films Alone Admire Craft of the Film Look for Watch Certain Choreography, DVDs Alone Compare Film to Book Stunts Anticipate Immerse Admire Craft of Scenes from Myself in a Film Comment on Film Look for Jokes/ Screenplay Book During Screening References Avoid People Get Nitpicky Comment on Look for Jokes/ Admire Craft of So I Can About Film During References Film Concentrate Interpretation Screening (CC) BY-SA 2007 Indi Young Page 51

After touching the Sword of Elendil Sean Bean says, \"Still Sharpe.\" http://mywebpages.comcast.net/injoke/xfmovie.html http://jimhillmedia.com/blogs/jim_hill/archive/2007/12/09/a-special-where-s-wall-e-edition-of-why-for.aspx (CC) BY-SA 2007 Indi Young Page 52

Figure Out How to Handle an Attraction Let Someone Know I'm Interested Flirt Around with Someone Consider Whether I Consider Whether to Exchange Non- Should Act On My Respond to an Verbal Attraction to Someone Approach Communication Struggle With Consider My Attraction to Whether to Talk More and Someone Respond to an More Approach Be Unsure If I Appear Be Subtle With Want to Pursue Disinterested My Interest So See if Someone is Someone I Until I Am Sure He'll Pursue Interested in Me Work With of My Feelings Me Think It's Ok to Read Next Respond Watch Her Date Someone Email Before Politely to Body Language At Work If You Responding Email For Sign of Work Indirectly Interest Wonder if Guy Converse Let Someone Get a in Other State Anyway to Find Know I'm Response from will Move Out More Interested by an Ice Breaker Closer Sending Email Online (CC) BY-SA 2007 Indi Young Page 54

Get a Better Sense of a Person (CC) BY-SA 2007 Indi Young Page 55

Go Out With a Person for the First Time (CC) BY-SA 2007 Indi Young Page 56

Initiate a Project (CC) BY-SA 2007 Indi Young Page 61

Runners Mental Model (CC) BY-SA 2007 Indi Young Page 68

Get the Right Workout for This Training Run (CC) BY-SA 2007 Indi Young Page 69

Monitor How I’m Feeling Figure Out Why Pace Might Be Off Check If My Pace is Wonder if I'm Off Getting Sick Guess at Remember My Distance So Workout Far Yesterday Check Watch Blame the for Time So Far Course Assume I Didn't Get Enough Calculate Pace Sleep Last Night Check My Pace Assume I Need on Watch Fuel (CC) BY-SA 2007 Indi Young Page 70

Keep Myself Fueled Keep on top of My Nutrition Feel Dizzy Struggle with Gel Package Make Sure I Keep on Top of My Don’t Litter Gel Hydration Package Try to Give Drink Myself Small Doses Steadily Look for Water Time My Intake Source of Nutrition Refill My Water Start to Feel Bottle Naseous (CC) BY-SA 2007 Indi Young Page 71

Record My Run Record My Run Record Distance, Elevation Record Time Transfer Record to Computer Study My Training Records (CC) BY-SA 2007 Indi Young Page 72

Make My Clothes/Shoes Comfortable Make My Shoes/ Clothes Comfortable Take Off Jacket/Shirt Stop to Remove Rock from My Shoe Get Annoyed by Laces Coming Untied (CC) BY-SA 2007 Indi Young Page 73

Enjoy the Route Try Not to Get Lost Believe I Know the Area Pretty Well Go Somewhere New Ask Other Follow that People How to Trail I Always Get Wanted To Enjoy Being Outdoors Somewhere Follow Review Trail Decide to Go Map Before I Somewhere Feel Spiritual Leave New Get Scared Feel Bored by Feel Runner’s Running When Same Old High It Gets Dark Route (CC) BY-SA 2007 Indi Young Page 74

Keep My Brain Occupied Think About Things Think About Decisions I Need to Make Ponder Relationships Try to Avoid Focus on Scenery Angry Feelings Listen to Music Watch the Experience an Feel Energized Wildlife Epiphany by Music Turn Volume Feel Amazed List Things to Down When I Talk to Running Practice Singing by the Colors Do Interact w/ Companion Someone Watch the Trail Wish I Could Talk to Running Practice Skip Song with for Roots, Write Email Companion Singing Slow Rhythm Rocks While Running (CC) BY-SA 2007 Indi Young Page 75

Ascending tone Start Descending tone Stop (CC) BY-SA 2007 Indi Young Page 77

LED lit when stopwatch on (CC) BY-SA 2007 Indi Young Page 78

Questioning tone After 1 minute paused (CC) BY-SA 2007 Indi Young Page 79

Or… “regular motion” detector restarts stopwatch when arms move in a rhythm??? (CC) BY-SA 2007 Indi Young Page 80

Looking for Insights 1. Find a Gap to Fill 2. Look for Scarce or Weak Support 3. Redefine & Augment Existing Features 4. Look for Surprises 5. Combine Related Behaviors & Features 6. Look for Emotions 7. Examine Spaces Formerly Crossed Out 8. Rethink Features that Don’t Match a Behavior (CC) BY-SA 2007 Indi Young Page 81

not forced understandable change ! crafting details focus on people long term (CC) BY-SA 2007 Indi Young Page 82

One Last Thing (CC) BY-SA 2007 Indi Young Page 83

Book: Mental Models Discount: 10% off at Rosenfeld Media (code = WDN484) Blog: www.rosenfeldmedia.com/books/mental-models/ RSS: feeds.rosenfeldmedia.com/mental-models/ Me: indi@acm.org (CC) BY-SA 2007 Indi Young Page 85

Innovation With Mental Models

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