PRESENTED BY
UX Detroit | February 19, 2015
PRACTICAL
CONCEPTUAL
MODELING
Hoff | Hinton | Elmendorf

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Abstract
Models
Physical
Models
Mathematical Models
Scientific Models
Conceptual Models
MANY
KINDS OF
MODELS
Our Focus Here

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• Manipulate ideas as objects
• Explore their relationships
• Work with complex systems
Conceptual Models

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MODELS INTERFACES
microsoft.com
(relationships/ideas) (pixels/atoms)
Models can do things interfaces can’t…

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MODELS INTERFACES
microsoft.com
Why are we doing this? What is it?
How do all the parts relate?
How will someone use each part?
What will it look like?

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Conceptual is not the
opposite of practical.

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Models become
molds for making.
http://tombanwell.blogspot.com/2010/09/olifant-neoprene-trunk-hose.html

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• Gain shared understanding
• Align direction
• Prioritize focus
• Identify assumptions
• Grasp essentials about big/complex challenges
When collaborating, models help us…
… before getting tangled in the weeds.

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Models establish understanding …
project
Before During
After

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Examples …

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An “Info Model” for a large medical ecosystem

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Defining the nature of a site among stakeholders

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Describing complex workflow before making the system

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How people shop / decide + supporting site functions

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Created to clarify structure of checkout for developers
Cart
with Purchasable
Items
Messaging
asking users if
they would like
to keep their
cart
Cart
empty
Cart
deleted
No?
Yes?
Cart
with Purchasable
Items
&
Non-Purchasable
Items
Cart
Non-Purchasable
Items
Checkout
Confirmation of
Purchase Page
Purchasable
Items
purchased

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An example going from blobs to boxes…

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Circles can help avoid implying structure prematurely …
no sides, no lines sides imply lines

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Architects’ “Bubble” Diagrams

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Architects’ “Bubble” Diagrams
wikimedia commons

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Looking for emergent patterns in all the elements …

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Finding functional priorities & centers of gravity …
… before locking down structure.
!

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From functional model to conceptual architecture …
ARTMAX HOME
[Visual Showcase]
Topical / curated
spotlight of brand-
representative products.
PRODUCTS COMMUNITYLEARNING ACCOUNT ABOUT
[Brand
Statement /
Description
(Links to
"About")]
Latest News
Aggregated from learning, social media, community, etc.
- Editorially curated (can have sticky posts)
- Item from a given org links to that org's new or home.
- Link to the main News area in "About"
Social Media Links
Promotion Spot
History / Mission content.
Store Managers’ Blog
Sharing (curated)
- Art
- Tips / Ideas (more tbd)
Events Calendar (cross-ref w/ store
finder)
Intro / Overview
About the community, policies, etc.
Cross-channel connections /
directions / kiosk locations shortcut
to ‘find store’ facet.
Company News
Store Managers’ Blog - Most Recent
Utility Nav
- Search
- Contact
- Find Store
Footer
- Required boilerplate
- Business & B2B Links
Tutorials
- cross-ref w/ Products when
specific to a particular catalog item
For Each Product …
(Specifics TBD)
- Attributes should include
editorial ranking + user ranking
Browse by tree hierarchy + facets. (Account Specifics TBD)
2.0
3.0
3.1
4.0 6.0 7.05.0
Learning Blog / Stories
Related
products
Global Nav
PRIMARY emphas
SECONDARY emp
Persistent
Nav Elements
1.0
!

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• Modeling is a kind of making: it’s
the craft of understanding.
• It can work at many levels of
fidelity, from abstract to specific.
• You can do it whenever, to figure
out big / complex concepts.
Practical
Modeling

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understandinggroup.com | @undrstndng

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