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Digging Beyond Preferences


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Presentation for Fundamentos Web 2008 on October 27th.

Published in: Technology, Business, Travel
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Digging Beyond Preferences

  1. 1. Mental Models Digging Beyond User Preferences Eric Fain
  2. 2. Name: Eric Fain Age: 40 - 45 Occupation: Consultant Marital Status: Married Children: One Residence: San Francisco, California
  3. 3. 11% of moviegoers see movies alone Photo by Betsssssy,
  4. 4. 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?
  5. 5. Guggenheim Museum, Bilbao Photo of the Guggenheim Museum courtesy of Wikipedia
  6. 6. 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
  7. 7. Photo courtesy of the Los Angeles Philharmonic
  8. 8. Photo of Gustavo Dudumel by Sylvia Lelli, courtesy of the Los Angeles Philharmonic
  9. 9. “ 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
  10. 10. Image from Pat Smith, Entrepreneur
  11. 11. Online Money Tracker
  12. 12. Online Money Tracker ? ? ? ? ?
  13. 13. 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
  14. 14. Financial Counseling (Service) Different Product
  15. 15. Photo by Motleye,
  16. 16. Photo by jsigharas,
  17. 17. Photo by jsigharas,
  18. 18. Design Develop Test
  19. 19. “ Our real estate brokers should not be able to see most of the information about the properties we are building out....”
  20. 20. “ Our real estate brokers are like highly trusted internal employees....”
  21. 21. 4. Task Based Audience Segments Audience Segmentation
  22. 22. 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
  23. 23. Audience Segment + Photo + Name = Persona
  24. 24. Does The Information Affect Her Behavior, Beliefs or Reactions?
  25. 26. Revisited Post-Analysis Original Hypothesis
  26. 27. Non-Directed Interview Style
  27. 28. <ul><li>Hear Stories  </li></ul>Feel Empathy  Know How to Support People Photo courtesy of Carolyn Wan
  28. 29. <ul><ul><ul><ul><li>Behaviors & Beliefs, not Product Preferences </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Open Questions Only </li></ul></ul></ul></ul><ul><ul><ul><ul><li>No Words of Your Own </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Follow the Conversation </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Not About Tools </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Immediate Experience </li></ul></ul></ul></ul>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
  29. 30. The Hallway Test Photo by yksin, What is she thinking while walking down the hallway?
  30. 31. Analyze Stories & Make a Mental Model
  31. 33. What Do I Look For? <ul><li>Behavior </li></ul><ul><li>Philosophy </li></ul><ul><li>Feeling </li></ul>Direct Implied Third Party
  32. 34. How Do I Summarize These? <ul><li>Verb Noun </li></ul>Page
  33. 35. 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
  34. 36. 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
  35. 40. Behavior, Belief, Reaction
  36. 41. So How Do We Get Here?
  37. 42. Conceptual Group (a.k.a. “Tower”)
  38. 43. Mental Space
  39. 44. Ways to support this tower
  40. 45. A Mental Model Is: Underlying reasons that drive people's behavior Ways you support people with your product
  41. 46. Courtesy of Mary Piontkowski, for Macy’s
  42. 47. Learn to Read the Gaps in a Mental Model
  43. 49. Figure Out How to Handle an Attraction
  44. 50. VIPS Librería Asturias 20:00 10-Jan Running Phoenix Lake 9:00 14-Jan
  45. 51. Get a Better Sense of a Person
  46. 53. Go Out With a Person for the First Time
  47. 57. Communicate Findings
  48. 58. Runners Mental Model
  49. 59. Get the Right Workout for this Training Run
  50. 60. Ascending tone Start Descending tone Stop
  51. 61. LED lit when stopwatch on
  52. 62. Everyone has a different intuitive approach Teams struggle to agree on a common design
  53. 63. Teams have difficulty taking off the employee hat Images from Flickr by Akira Ohgaki The customer objectives are to increase satisfaction and loyalty.
  54. 64. Photo by dathan,
  55. 65. Book: Mental Models by Indi Young Blog: RSS: