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Mental Modelling For Content Work (Confab London 2013)

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We typically use mental models when we’re starting to brainstorm a design, but why stop there? We can also use them to inform story mapping, content planning, and long-term governance of digital systems over time. This talk presents an alternative (or extension) to the traditional mental model by focusing on different aspects of the digital experience.

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Mental Modelling For Content Work (Confab London 2013)

  1. 1. DANIEL EIZANS MENTAL MODELLING CONFAB LONDON | 25.3.2013 FOR CONTENT WORK @danieleizans | #ConfabUKMonday, March 25, 2013
  2. 2. Let’s talk about patterns http://www.flickr.com/photos/ryanprince1974/7417131586/ http://www.flickr.com/photos/ryanprince1974/7417131586/ @danieleizans | #ConfabUKMonday, March 25, 2013
  3. 3. Let’s talk about patterns http://www.flickr.com/photos/taylar/3629890327/ @danieleizans | #ConfabUKMonday, March 25, 2013
  4. 4. For people, it gets tricky @danieleizans | #ConfabUKMonday, March 25, 2013
  5. 5. Fragmentation and distraction are the new reality @danieleizans | #ConfabUKMonday, March 25, 2013
  6. 6. Foundational workflows and patterns are failing us @danieleizans | #ConfabUKMonday, March 25, 2013
  7. 7. @danieleizans | #ConfabUKMonday, March 25, 2013
  8. 8. These are problems we can solve @danieleizans | #ConfabUKMonday, March 25, 2013
  9. 9. http://www.rexfeatures.com/search/?kw=lego+italy&iso=GBR&lkw=lego&viah=Y&stk=N&sft=&search_action=# @danieleizans | #ConfabUKMonday, March 25, 2013
  10. 10. We can find clarity in patterns = @danieleizans | #ConfabUKMonday, March 25, 2013
  11. 11. We can model mental processes can I apply for how often do I how do I apply? admittance have to apply for who has to pay if I without aid? aid? die? are there different how does private what is a what happens what happens if i kinds of federal aid differ from will I still be able to who has to pay if I scholarship? after I apply? miss a payment? aid? federal aid? work? die? what education do can i postpone can you go back to what are my am I eligible? am I eligible? what is a loan? what colleges how long will it I need to apply? repayment? school and still be application should I apply to? take? a good parent? options? what are the arent most what are my what are my what forms do I what tests do I when do I start how soon do I what is a grant? payment students in their financial impacts? financial impacts? need? need to take? repaying? need to apply? schedules? 20s? understand federal understand private understand understand apply for financial apply for aid self assesment identify with others get answers aid aid student aid repayment aid/pin EXPLORE OPTIONS PLAN & IMMERSE OVERCOME FEAR TAKE ACTION chat with a repayment checklists and adult student overview content overview content online application outreach services contact forms create account counsellor calculators overview testimonials decision tree new student chat with a read/create forum testimonials and plan examples online application process checklists counsellor topics timelines getting started account adult student connect to overview content materials management testimonials @danieleizans | #ConfabUK representativeMonday, March 25, 2013
  12. 12. The model vs. the map Diagrams: Copyright Rosenfeld Media (CC BY-SA 2.0) @danieleizans | #ConfabUKMonday, March 25, 2013
  13. 13. These are bad http://commons.wikimedia.org/wiki/File:Spiral_aloe.jpg @danieleizans | #ConfabUKMonday, March 25, 2013
  14. 14. These are bad Information Architect (mental modelling) http://commons.wikimedia.org/wiki/File:Spiral_aloe.jpg @danieleizans | #ConfabUKMonday, March 25, 2013
  15. 15. These are bad Content Mapping Information Architect (mental modelling) http://commons.wikimedia.org/wiki/File:Spiral_aloe.jpg @danieleizans | #ConfabUKMonday, March 25, 2013
  16. 16. Start with contextual inquiry Interview Contextual Inquiry Observation (Influenced by Designer/ (Influenced by designer, (Influenced by end user) Strategist) user and strategist) @danieleizans | #ConfabUKMonday, March 25, 2013
  17. 17. Elements of context @danieleizans | #ConfabUKMonday, March 25, 2013
  18. 18. Elements of context BEHAVIOR @danieleizans | #ConfabUKMonday, March 25, 2013
  19. 19. Elements of context BEHAVIOR SITUATION @danieleizans | #ConfabUKMonday, March 25, 2013
  20. 20. Elements of context BEHAVIOR SITUATION ENVIRONMENT @danieleizans | #ConfabUKMonday, March 25, 2013
  21. 21. Personal-Behavioral context DOING environmental factors, Physical Emotional FEELING physical activity, psychological state, stress habits, disabilities, level, desires, wants, needs preferences, sensory stimuli Cognitive LEARNING cognitive assumptions, learning ability, education } CONTEXT DRIVEN PERSONAS @danieleizans | #ConfabUKMonday, March 25, 2013
  22. 22. Personal-Situational context Task Need Task Task Situation Task Need Need Task Task Task Task @danieleizans | #ConfabUKMonday, March 25, 2013
  23. 23. Situational-Behavioral context Task Need Task Physical Emotional Task Situation Task Need Need Cognitive Task Task Task Task CONTEXTUAL CONTENT STRATEGY @danieleizans | #ConfabUKMonday, March 25, 2013
  24. 24. Start with a hypothesis EXPLORE OPTIONS (Browse options and understand qualifications OVERCOME FEAR PLAN AND IMMERSE (Via testimonial, Use Cases, Financial (Browse an expert, Understand Tools) Examples) TAKE ACTION (Apply for pin, Download Forms, Contact Advisor) @danieleizans | #ConfabUKMonday, March 25, 2013
  25. 25. Interview, inquire and understand @danieleizans | #ConfabUKMonday, March 25, 2013
  26. 26. Create hierarchy. Create systems. can I apply for how often do I how do I apply? admittance have to apply for who has to pay if I without aid? aid? die? are there different how does private what is a what happens what happens if i kinds of federal aid differ from will I still be able to who has to pay if I scholarship? after I apply? miss a payment? aid? federal aid? work? die? what education do can i postpone can you go back to what are my am I eligible? am I eligible? what is a loan? what colleges how long will it I need to apply? repayment? school and still be application should I apply to? take? a good parent? options? what are the arent most what are my what are my what forms do I what tests do I when do I start how soon do I what is a grant? payment students in their financial impacts? financial impacts? need? need to take? repaying? need to apply? schedules? 20s? understand federal understand private understand understand apply for financial apply for aid self assesment identify with others get answers aid aid student aid repayment aid/pin EXPLORE OPTIONS PLAN & IMMERSE OVERCOME FEAR TAKE ACTION chat with a repayment checklists and adult student overview content overview content online application outreach services contact forms create account counsellor calculators overview testimonials decision tree new student chat with a read/create forum testimonials and plan examples online application process checklists counsellor topics timelines getting started account adult student connect to overview content materials management testimonials @danieleizans | #ConfabUK representativeMonday, March 25, 2013
  27. 27. Focus on parts. @danieleizans | #ConfabUKMonday, March 25, 2013
  28. 28. Focus on parts. Content Need @danieleizans | #ConfabUKMonday, March 25, 2013
  29. 29. Focus on parts. Content Need Existing Content @danieleizans | #ConfabUKMonday, March 25, 2013
  30. 30. We must look beyond the page. @danieleizans | #ConfabUKMonday, March 25, 2013
  31. 31. We must look beyond technology. @danieleizans | #ConfabUKMonday, March 25, 2013
  32. 32. We must look beyond the device. @danieleizans | #ConfabUKMonday, March 25, 2013
  33. 33. We must look beyond marketing. @danieleizans | #ConfabUKMonday, March 25, 2013
  34. 34. Prepare for new devices and contexts. @danieleizans | #ConfabUKMonday, March 25, 2013
  35. 35. Design from the content out! A Call To Arms @danieleizans | #ConfabUKMonday, March 25, 2013
  36. 36. Design for Portability @danieleizans | #ConfabUKMonday, March 25, 2013
  37. 37. Content is messy. • PURPOSE What’s the content supposed to accomplish? • MESSAGE What’s it saying? How is it saying it? • RELATIONSHIPS & STRUCTURE What other content is conceptually connected? • PRIORITIES How important is it for the business? The user? @danieleizans | #ConfabUKMonday, March 25, 2013
  38. 38. Making sense of the mess 1. Content types (inventory) 2. Content wireframes 3. Content structure (data model) 4. CMS Plan 5. UX/Design 6. Prototype @danieleizans | #ConfabUKMonday, March 25, 2013
  39. 39. Content Inventory 1. Content Type / Persona 2. Production Source / Author / Owner 3. Original Intent (aka why was it made) 4. Content Quality / Score 5. Length / Word Count / Size 6. Rights @danieleizans | #ConfabUKMonday, March 25, 2013
  40. 40. Goal: Understand the whys Content purpose Content quality Content reach @danieleizans | #ConfabUKMonday, March 25, 2013
  41. 41. Content Wireframe 1. Logo 2. Navigation 3. Headline 4. Author 5. Date 6. Related Assets 7. Related Badge 8. Comments 9. Related Articles 10. Social Links @danieleizans | #ConfabUKMonday, March 25, 2013
  42. 42. Content Wireframe 1 1. Logo 2 2. Navigation 4 3 3. Headline 4. Author 5 6 7 5. Date 6. Related Assets 7. Related Badge 10 8 8. Comments 9 9. Related Articles 10. Social Links @danieleizans | #ConfabUKMonday, March 25, 2013
  43. 43. Goal: Understand Hierarchy and Relationships Links to Related Links to Feature Links to Business Author Bio Related Article Related Tagged by Tagged by Landmark Tagged by City Links to Related Tagged Tagged Blog Post by by Links to Related Related to Deal Event From Sara Wachter-Boettcher “Building Bendable Content” @danieleizans | #ConfabUKMonday, March 25, 2013
  44. 44. Focus on Structure By focusing on parts instead of pages, data is portable and able to shift when needed or seen as a competitive advantage. @danieleizans | #ConfabUKMonday, March 25, 2013
  45. 45. Goal: Create relationships in data Chunking data appropriately allows it to be nimble and purposed quickly. @danieleizans | #ConfabUKMonday, March 25, 2013
  46. 46. CMS and Data Modeling What you see may be what you get, but what you get isnʼt good for content portability. @danieleizans | #ConfabUKMonday, March 25, 2013
  47. 47. CMS and Data Modeling Fields are your friends. They create relationships in the data and allow for scalability and meaning. @danieleizans | #ConfabUKMonday, March 25, 2013
  48. 48. So this will be like wearing handcuffs right? @danieleizans | #ConfabUKMonday, March 25, 2013
  49. 49. Models are like rails for each new experience @danieleizans | #ConfabUKMonday, March 25, 2013
  50. 50. Hug it out. Get to work. @danieleizans | #ConfabUKMonday, March 25, 2013
  51. 51. Thanks. > Me (danieleizans.com) > Work (Team Detroit) > Passion (Contents Magazine) > Microthoughts (@danieleizans) @danieleizans | #ConfabUKMonday, March 25, 2013

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