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TODAY’S UXDi Class at General Assembly

Mental
Models &
Conceptual
Models
AGENDA

‣ What
‣ How

is a mental model

can we use it with content?

‣ Doing
‣ What
‣ How

a gap analysis

is a conceptua...
3
HEADER

4

HOW
DO USERS
THINK?
EXERCISE

DRAW A MAP
FOR A
GROCERY
STORE

5
EXERCISE

6
HEADER

USERS HAVE SURPRISING
MENTAL MODELS.
A QUICK TASK ANALYSIS

HOW
DO YOU
SHOP?
EXERCISE
DOES SAFEWAY
SUPPORT
YOUR
TASKS?
DOES WHOLE FOODS
SUPPORT
YOUR
TASKS?
DOES AMAZON
SUPPORT
YOUR
TASKS?
DOES TRADER JOES
SUPPORT
YOUR
TASKS?
14

Behavioral

Conflicting

Metaphors

MENTAL MODELS
Incomplete
A GAP ANALYSIS

15

HOW COULD
WE MAKE A
BETTER GROCERY
SITE?
First:
sort tasks into groups and name them

From Indi Young’s Mental Models

16
Next: Gap Analysis! map current
content and features to the tasks

From Indi Young’s Mental Models

17
Next: identify opportunities

From Indi Young’s Mental Models

18
Next: fill opportunities, or chose to
ignore

Outfit
picker

From Indi Young’s Mental Models

Casual
carpool

19
20

Draw a conceptual model for what can
be done on your grocery site.
How would you message what can be
found? What can b...
COMMUNICATE
USING
CONCEPTUAL
MODELS
22
A conceptual model for understanding the Gulf
of Mexico Estuaries
Shows how the essential systems are
intertwingled.
Co...
23

Mental
model

3. Synthesize
into conceptual
model

User

Conceptual
model

2. Understand
system

System

1. Discover
M...
24
A conceptual model for
explaining a service (mint,
roundbuzz)
Another style of conceptual models
used to explain “how to”

25
Via Andrew Hinton
@inkblurt
Made for University of
Michigan

A model to communicate with teams
Via Andrew Hinton
@inkblurt
Consider conceptual
models over sitemaps

A model to communicate with teams
STUDIO

CREATE
MENTAL &
CONCEPTUAL
MODELS

28
HEADER

This slide was left purposely blank. Because I can.

29
HEADER

Q&A

30
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Conceptual models & Mental Models

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Use mental models ot understand and communicate key understandings about how your users and the business think about a problem. Then use Conceptual models to message a shared idea of how your product works to the users and business, both.
This talk uses work from Indi Young and Don Norman.

Published in: Design, Lifestyle, Business
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Conceptual models & Mental Models

  1. 1. TODAY’S UXDi Class at General Assembly Mental Models & Conceptual Models
  2. 2. AGENDA ‣ What ‣ How is a mental model can we use it with content? ‣ Doing ‣ What ‣ How a gap analysis is a conceptual model? can we message how our site works? 2
  3. 3. 3
  4. 4. HEADER 4 HOW DO USERS THINK?
  5. 5. EXERCISE DRAW A MAP FOR A GROCERY STORE 5
  6. 6. EXERCISE 6
  7. 7. HEADER USERS HAVE SURPRISING MENTAL MODELS.
  8. 8. A QUICK TASK ANALYSIS HOW DO YOU SHOP?
  9. 9. EXERCISE
  10. 10. DOES SAFEWAY SUPPORT YOUR TASKS?
  11. 11. DOES WHOLE FOODS SUPPORT YOUR TASKS?
  12. 12. DOES AMAZON SUPPORT YOUR TASKS?
  13. 13. DOES TRADER JOES SUPPORT YOUR TASKS?
  14. 14. 14 Behavioral Conflicting Metaphors MENTAL MODELS Incomplete
  15. 15. A GAP ANALYSIS 15 HOW COULD WE MAKE A BETTER GROCERY SITE?
  16. 16. First: sort tasks into groups and name them From Indi Young’s Mental Models 16
  17. 17. Next: Gap Analysis! map current content and features to the tasks From Indi Young’s Mental Models 17
  18. 18. Next: identify opportunities From Indi Young’s Mental Models 18
  19. 19. Next: fill opportunities, or chose to ignore Outfit picker From Indi Young’s Mental Models Casual carpool 19
  20. 20. 20 Draw a conceptual model for what can be done on your grocery site. How would you message what can be found? What can be done?
  21. 21. COMMUNICATE USING CONCEPTUAL MODELS
  22. 22. 22 A conceptual model for understanding the Gulf of Mexico Estuaries Shows how the essential systems are intertwingled. Conceptual models take what users knows and how the system actually works, and builds a bridge between the two so the user can understand. A conceptual model for understanding the Gulf of Mexico Estuaries http://gulfsci.usgs.gov/tampabay/reports/white/model.html
  23. 23. 23 Mental model 3. Synthesize into conceptual model User Conceptual model 2. Understand system System 1. Discover Mental Model Designer Computer designed by Daniel Shannonfrom The Noun Project
  24. 24. 24 A conceptual model for explaining a service (mint, roundbuzz)
  25. 25. Another style of conceptual models used to explain “how to” 25
  26. 26. Via Andrew Hinton @inkblurt Made for University of Michigan A model to communicate with teams
  27. 27. Via Andrew Hinton @inkblurt Consider conceptual models over sitemaps A model to communicate with teams
  28. 28. STUDIO CREATE MENTAL & CONCEPTUAL MODELS 28
  29. 29. HEADER This slide was left purposely blank. Because I can. 29
  30. 30. HEADER Q&A 30

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