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Sparking Creativity Through Empathy
1. Mental Models
Sparking Creativity
Through Empathy
Indi Young
2.
3. What does Why would
it look like? I use one? Can it resolve
What is a some of the
mental problems my
model? team has?
How can I This stuff
use one to is intuitive,
innovate? isnโt it?
How do mental Empathy is
models fit with for Betazoids,
agile principles? right?
What do I
Can I do put in a
this by model? How do I decide
myself? to make a
model, or not?
4. What is a mental model?
What is a mental model?
Underlying reasons that drive people's behavior
Ways you support people with your product
5. What is a mental model?
What does a mental model look like?
6. What is a mental model?
Courtesy of Mary Piontkowski, for Macyโs
7. What is a mental model?
Courtesy of Richard Dalton, Vanguard
8. What is a mental model?
http://www.adaptivepath.com/blog/wp-content/uploads/2007/08/management_diagram.pdf
23. Why would I use a mental model?
Actually get to the things slated for the mythical Phase 2
24. Why would I use a mental model?
Image courtesy of Chiara Fox
25. Why would I use a mental model?
Image courtesy of Chiara Fox
26. Why would I use a mental model?
Focus on customers, not internal organizations/categories
27. Why would I use a mental model?
Courtesy of WayBackMachine.org
28. Why would I use a mental model?
www.dowcorning.com
29. Why would I use a mental model?
Get rid of stuff that doesnโt help
30. Why would I use a mental model?
Interactions, Jan+Feb 2008, โThe Business of Customer Experience: Lessons Learned at Wells Fargoโ by Secil Watson
31. Why would I use a mental model?
Interactions, Jan+Feb 2008, โThe Business of Customer Experience: Lessons Learned at Wells Fargoโ by Secil Watson
32. Why would I use a mental model?
Give stakeholders something that feels actionable
33. Why would I use a mental model?
Photo from Ernie (Ann Arbor, MI) Flickr photostream (EAHIV)
35. Can it resolve some of the problems my team has?
Can it resolve some of the problems my team has?
We struggle to agree on a common design
(everyone has a different opinion)
36. Can it resolve some of the problems my team has?
We have difficulty taking off our employee hat
Our customers need to
โฆ um โฆ increase
satisfaction scores.
Images from Flickr by Akira Ohgaki
37. Can it resolve some of the problems my team has?
We cross our fingers that the design will be successful
Images from Flickr by poluz
38. Can it resolve some of the problems my team has?
We worry we might have missed some part of the
โwhole user experienceโ
Images from Flickr by reutC
39. Can it resolve some of the problems my team has?
We wish we could attract loyal, adoring fans
Images from Flickr by JL!
40. This stuff is intuitive, isnโt it?
This stuff is intuitive, isnโt it?
41. This stuff is intuitive, isnโt it?
Data exploration by Stamen Design โ stamen.com, available at http://www.mysociety.org/2007/more-travel-maps/
42. This stuff is intuitive, isnโt it?
Data exploration by Stamen Design โ stamen.com, available at http://www.mysociety.org/2007/more-travel-maps/
63. How do I decide to make a mental model, or not?
How do I decide to make a mental model, or not?
64. How do I decide to make a mental model, or not?
Techniques Uses
Preference Survey Visual Design
Opinions, likes, desires Focus Group Branding
Mood Board Market Analysis
Customer Feedback Advertising Campaign
Preference Interview
Card Sort
Evaluative Usability Test Test Interaction
What is understood or Log Analysis Functionality
accomplished with a tool Search Analytics Test Screen Layout
Customer Feedback Test Nomenclature
Card Sort Test IA
Generative Non-Directed Interview Interaction Design
Mental environment in which Contextual Inquiry Information Architecture
things get done Mental Model Alignment & Gap Analysis
Ethnography Contextual Information
Field Study
Diary
65. How do I decide to make a mental model, or not?
Mental Models Are Not Used For:
โข Evaluating usability
โข Showing cyclic relationships
โข Depicting detailed process flow
โข Creating art (composing, painting โฆ)
66. What do I put in a mental model?
What do I put in a mental model?
Behavior Direct
Philosophy Implied
Feeling Third Party
80. How can I do this by myself?
Fly Under the Radar
81. How can I do this by myself?
Piggyback on Other Research
Usability Testing
82. How do mental models fit with agile principles?
How do mental models fit with agile principles?
1. Synchronize UX with development
2. Separate modeling from design
3. Increase design literacy
4. Design on the whiteboard with developers, stakeholders
5. Strip documentation down to just the new ideas and the
โeasily forgottenโ ideas
6. Book your time the way the developers do
Austin Govella, Comcast Interactive Media IA & Usability - http://www.thinkingandmaking.com/view/agile-ux-six
84. How can I use a mental model to innovate?
How can I use a mental model to innovate?
85. How can I use a mental model to innovate?
Innovation Is:
not forced understandable change
!
crafting details focus on people long term
86. How can I use a mental model to innovate?
Look at the Mental Model for Possibilities
1. Find a Gap Below the Line to Fill
2. Look for Scarce or Weak Support
3. Redefine & Augment Existing Features to Better Match
4. Combine Related Behaviors & Features
5. Look for Surprises
6. Look for Emotions
7. Examine Spaces Formerly Crossed Out
8. Rethink Features that Donโt Match a Behavior
9. Map Out Delivery of Products Over Time
87. How can I use a mental model to innovate?
Identify with a Film
88. How can I use a mental model to innovate?
Follow the Industry
89. How can I use a mental model to innovate?
Releases
Earnings
Press
90. How can I use a mental model to innovate?
Airplane II
Releases
1982 25-Jun โ Theater Release
1992 11-Sep โ Directorโs Cut Release Barbarosa
2007 29-Sep โ Final Cut Release
2007 05-Dec โ DVD Release
Cat People
Earnings
Press Dead Men Donโt
Wear Plaid
91. How can I use a mental model to innovate?
1. Synchronize UX with development
2. Separate modeling from design
3. Increase design literacy
4. Design on the whiteboard with developers, stakeholders
5. Strip documentation down to just the new ideas and the
โeasily forgottenโ ideas
6. Book your time the way the developers do
Austin Govella, Comcast Interactive Media IA & Usability - http://www.thinkingandmaking.com/view/agile-ux-six
93. How can I use a mental model to innovate?
1. Synchronize UX with development
2. Separate modeling from design
3. Increase design literacy
4. Design on the whiteboard with developers, stakeholders
5. Strip documentation down to just the new ideas and the
โeasily forgottenโ ideas
6. Book your time the way the developers do
Austin Govella, Comcast Interactive Media IA & Usability - http://www.thinkingandmaking.com/view/agile-ux-six
96. How can I use a mental model to innovate?
Airplane II
Releases
1982 25-Jun โ Theater Release
1992 11-Sep โ Directorโs Cut Release Barbarosa
2007 29-Sep โ Final Cut Release
2007 05-Dec โ DVD Release
Cat People
Earnings
Press Dead Men Donโt
Wear Plaid