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Mental Models

                Sparking Creativity
                Through Empathy




Indi Young
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?                                                                        isnโ€™t 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?
What is a mental model?




What is a mental model?


   Underlying reasons that drive people's behavior




     Ways you support people with your product
What is a mental model?




What does a mental model look like?
What is a mental model?




Courtesy of Mary Piontkowski, for Macyโ€™s
What is a mental model?




Courtesy of Richard Dalton, Vanguard
What is a mental model?




http://www.adaptivepath.com/blog/wp-content/uploads/2007/08/management_diagram.pdf
What is a mental model?
What is a mental model?
What is a mental model?
What is a mental model?
What is a mental model?




Behavior, Philosophy,
      Feeling
What is a mental model?




                   (a.k.a. โ€œTowerโ€)


Conceptual Group
Who is Americaโ€™s top mental model?




Mental Space
What is a mental model?




Ways to support this
       tower
What is a mental model?


                            Interviews   Customer Feedback
Diaries      Field Data




                                         Voice of the
      Call Center                         Customer
      Recordings          Card Sort
                            Data
What is a mental model?
Why would I use a mental model?




Why would I use a mental model?



                  Ulterior Motives
Why would I use a mental model?




Show people they need to develop separate applications
Why would I use a mental model?
Why would I use a mental model?
Why would I use a mental model?




Actually get to the things slated for the mythical Phase 2
Why would I use a mental model?




Image courtesy of Chiara Fox
Why would I use a mental model?




Image courtesy of Chiara Fox
Why would I use a mental model?




Focus on customers, not internal organizations/categories
Why would I use a mental model?




Courtesy of WayBackMachine.org
Why would I use a mental model?




www.dowcorning.com
Why would I use a mental model?




Get rid of stuff that doesnโ€™t help
Why would I use a mental model?




Interactions, Jan+Feb 2008, โ€œThe Business of Customer Experience: Lessons Learned at Wells Fargoโ€ by Secil Watson
Why would I use a mental model?




Interactions, Jan+Feb 2008, โ€œThe Business of Customer Experience: Lessons Learned at Wells Fargoโ€ by Secil Watson
Why would I use a mental model?




Give stakeholders something that feels actionable
Why would I use a mental model?




Photo from Ernie (Ann Arbor, MI) Flickr photostream (EAHIV)
Why would I use a mental model?
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)
Can it resolve some of the problems my team has?




                     We have difficulty taking off our employee hat

                                            Our customers need to
                                              โ€ฆ um โ€ฆ increase
                                             satisfaction scores.




Images from Flickr by Akira Ohgaki
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
Can it resolve some of the problems my team has?




               We worry we might have missed some part of the
                          โ€œwhole user experienceโ€




Images from Flickr by reutC
Can it resolve some of the problems my team has?




                            We wish we could attract loyal, adoring fans




Images from Flickr by JL!
This stuff is intuitive, isnโ€™t it?




This stuff is intuitive, isnโ€™t it?
This stuff is intuitive, isnโ€™t it?




Data exploration by Stamen Design โ€“ stamen.com, available at http://www.mysociety.org/2007/more-travel-maps/
This stuff is intuitive, isnโ€™t it?




Data exploration by Stamen Design โ€“ stamen.com, available at http://www.mysociety.org/2007/more-travel-maps/
This stuff is intuitive, isnโ€™t it?
This stuff is intuitive, isnโ€™t it?
This stuff is intuitive, isnโ€™t it?
This stuff is intuitive, isnโ€™t it?
Empathy is for Betazoids, right?




Empathy is for Betazoids, right?
Empathy is for Betazoids, right?




Hear Stories   Feel Empathy   Know How to Support People
Empathy is for Betazoids, right?
Empathy is for Betazoids, right?




Figure Out How to Handle an Attraction
Empathy is for Betazoids, right?




Get a Better Sense of a Person
Empathy is for Betazoids, right?




Go Out With a Person for the First Time
Empathy is for Betazoids, right?
Empathy is for Betazoids, right?
Empathy is for Betazoids, right?
Empathy is for Betazoids, right?
Empathy is for Betazoids, right?


Find People
Empathy is for Betazoids, right?
Empathy is for Betazoids, right?
Empathy is for Betazoids, right?
Empathy is for Betazoids, right?
Empathy is for Betazoids, right?
How do I decide to make a mental model, or not?




How do I decide to make a mental model, or not?
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
How do I decide to make a mental model, or not?




Mental Models Are Not Used For:


โ€ข   Evaluating usability
โ€ข   Showing cyclic relationships
โ€ข   Depicting detailed process flow
โ€ข   Creating art (composing, painting โ€ฆ)
What do I put in a mental model?




What do I put in a mental model?




         Behavior                  Direct
       Philosophy                  Implied
           Feeling                 Third Party
What do I put in a mental model?
What do I put in a mental model?




Photos on Flickr by counterclockwise, Mussels, cackhanded, and Andrew Feinberg
What do I put in a mental model?
What do I put in a mental model?


                           The Hallway
                              Test

                            What is she
                           thinking while
                           walking down
                            the hallway?




Photo by yksin at Flickr
How can I do this by myself?




How can I do this by myself?
How can I do this by myself?



                  Yak, yak,
                  yak, yak,
                    yak.
Rough Sketch


               Yak, yak,
               yak, yak,
                 yak.




                     Yak, yak,
                     yak, yak,
                       yak.
How can I do this by myself?




Runners Mental Model
How can I do this by myself?
How can I do this by myself?




Ascending tone
    Start

                 Descending tone
                      Stop
How can I do this by myself?




LED lit when stopwatch on
How can I do this by myself?
How can I do this by myself?




Rough Draft




 1 Day, 1 Conference Room, Lots of Coffee & Chocolate
How can I do this by myself?




Rough Notes
How can I do this by myself?




Fly Under the Radar
How can I do this by myself?




Piggyback on Other Research




                Usability Testing
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
        โ€œeasily 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
How do mental models fit with agile principles?
How can I use a mental model to innovate?




How can I use a mental model to innovate?
How can I use a mental model to innovate?




Innovation Is:

        not forced              understandable change
                                          !




crafting details     focus on people    long term
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 Donโ€™t Match a Behavior
9.   Map Out Delivery of Products Over Time
How can I use a mental model to innovate?




Identify with a Film
How can I use a mental model to innovate?




Follow the Industry
How can I use a mental model to innovate?




Releases

Earnings

Press
How can I use a mental model to innovate?




                                       Airplane II
 Releases
1982 25-Jun โ€“ Theater Release
1992 11-Sep โ€“ Directorโ€™s Cut Release   Barbarosa
2007 29-Sep โ€“ Final Cut Release
2007 05-Dec โ€“ DVD Release
                                       Cat People
 Earnings

 Press                                 Dead Men Donโ€™t
                                           Wear Plaid
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
        โ€œeasily 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
How can I use a mental model to innovate?
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
        โ€œeasily 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
How can I use a mental model to innovate?
How can I use a mental model to innovate?
How can I use a mental model to innovate?




                                       Airplane II
 Releases
1982 25-Jun โ€“ Theater Release
1992 11-Sep โ€“ Directorโ€™s Cut Release   Barbarosa
2007 29-Sep โ€“ Final Cut Release
2007 05-Dec โ€“ DVD Release
                                       Cat People
 Earnings

 Press                                 Dead Men Donโ€™t
                                           Wear Plaid
Book: Mental Models
Code: ATMEDIA (10% discount)
Blog: www.rosenfeldmedia.com/books/mental-models/
RSS: feeds.rosenfeldmedia.com/mental-models/
Me:   indi@acm.org

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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? isnโ€™t 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 Macyโ€™s
  • 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
  • 9. What is a mental model?
  • 10. What is a mental model?
  • 11. What is a mental model?
  • 12. What is a mental model?
  • 13. What is a mental model? Behavior, Philosophy, Feeling
  • 14. What is a mental model? (a.k.a. โ€œTowerโ€) Conceptual Group
  • 15. Who is Americaโ€™s top mental model? Mental Space
  • 16. What is a mental model? Ways to support this tower
  • 17. What is a mental model? Interviews Customer Feedback Diaries Field Data Voice of the Call Center Customer Recordings Card Sort Data
  • 18. What is a mental model?
  • 19. Why would I use a mental model? Why would I use a mental model? Ulterior Motives
  • 20. Why would I use a mental model? Show people they need to develop separate applications
  • 21. Why would I use a mental model?
  • 22. Why would I use a mental model?
  • 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 doesnโ€™t help
  • 30. Why would I use a mental model? Interactions, Jan+Feb 2008, โ€œThe Business of Customer Experience: Lessons Learned at Wells Fargoโ€ by Secil Watson
  • 31. Why would I use a mental model? Interactions, Jan+Feb 2008, โ€œThe 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)
  • 34. Why would I use a mental model?
  • 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 โ€ฆ um โ€ฆ 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 โ€œwhole 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, isnโ€™t it? This stuff is intuitive, isnโ€™t it?
  • 41. This stuff is intuitive, isnโ€™t it? Data exploration by Stamen Design โ€“ stamen.com, available at http://www.mysociety.org/2007/more-travel-maps/
  • 42. This stuff is intuitive, isnโ€™t it? Data exploration by Stamen Design โ€“ stamen.com, available at http://www.mysociety.org/2007/more-travel-maps/
  • 43. This stuff is intuitive, isnโ€™t it?
  • 44. This stuff is intuitive, isnโ€™t it?
  • 45. This stuff is intuitive, isnโ€™t it?
  • 46. This stuff is intuitive, isnโ€™t it?
  • 47. Empathy is for Betazoids, right? Empathy is for Betazoids, right?
  • 48. Empathy is for Betazoids, right? Hear Stories Feel Empathy Know How to Support People
  • 49. Empathy is for Betazoids, right?
  • 50. Empathy is for Betazoids, right? Figure Out How to Handle an Attraction
  • 51. Empathy is for Betazoids, right? Get a Better Sense of a Person
  • 52. Empathy is for Betazoids, right? Go Out With a Person for the First Time
  • 53. Empathy is for Betazoids, right?
  • 54. Empathy is for Betazoids, right?
  • 55. Empathy is for Betazoids, right?
  • 56. Empathy is for Betazoids, right?
  • 57. Empathy is for Betazoids, right? Find People
  • 58. Empathy is for Betazoids, right?
  • 59. Empathy is for Betazoids, right?
  • 60. Empathy is for Betazoids, right?
  • 61. Empathy is for Betazoids, right?
  • 62. Empathy is for Betazoids, right?
  • 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: โ€ข Evaluating usability โ€ข Showing cyclic relationships โ€ข Depicting detailed process flow โ€ข Creating art (composing, painting โ€ฆ)
  • 66. What do I put in a mental model? What do I put in a mental model? Behavior Direct Philosophy Implied Feeling Third Party
  • 67. What do I put in a mental model?
  • 68. What do I put in a mental model? Photos on Flickr by counterclockwise, Mussels, cackhanded, and Andrew Feinberg
  • 69. What do I put in a mental model?
  • 70. What do I put in a mental model? The Hallway Test What is she thinking while walking down the hallway? Photo by yksin at Flickr
  • 71. How can I do this by myself? How can I do this by myself?
  • 72. How can I do this by myself? Yak, yak, yak, yak, yak. Rough Sketch Yak, yak, yak, yak, yak. Yak, yak, yak, yak, yak.
  • 73. How can I do this by myself? Runners Mental Model
  • 74. How can I do this by myself?
  • 75. How can I do this by myself? Ascending tone Start Descending tone Stop
  • 76. How can I do this by myself? LED lit when stopwatch on
  • 77. How can I do this by myself?
  • 78. How can I do this by myself? Rough Draft 1 Day, 1 Conference Room, Lots of Coffee & Chocolate
  • 79. How can I do this by myself? Rough Notes
  • 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 โ€œeasily 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
  • 83. How do mental models fit with agile principles?
  • 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 Donโ€™t 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€“ Directorโ€™s Cut Release Barbarosa 2007 29-Sep โ€“ Final Cut Release 2007 05-Dec โ€“ DVD Release Cat People Earnings Press Dead Men Donโ€™t 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 โ€œeasily 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
  • 92. How can I use a mental model to innovate?
  • 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 โ€œeasily 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
  • 94. How can I use a mental model to innovate?
  • 95. How can I use a mental model to innovate?
  • 96. How can I use a mental model to innovate? Airplane II Releases 1982 25-Jun โ€“ Theater Release 1992 11-Sep โ€“ Directorโ€™s Cut Release Barbarosa 2007 29-Sep โ€“ Final Cut Release 2007 05-Dec โ€“ DVD Release Cat People Earnings Press Dead Men Donโ€™t Wear Plaid
  • 97.
  • 98. Book: Mental Models Code: ATMEDIA (10% discount) Blog: www.rosenfeldmedia.com/books/mental-models/ RSS: feeds.rosenfeldmedia.com/mental-models/ Me: indi@acm.org