Conceptual models & Mental Models

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TODAY’S UXDi Class at General Assembly Mental Models & Conceptual Models

description

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.

Transcript of Conceptual models & Mental Models

Page 1: Conceptual models & Mental Models

TODAY’S UXDi Class at General Assembly

Mental Models & Conceptual Models

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2AGENDA

‣What is a mental model‣How can we use it with content?‣Doing a gap analysis‣What is a conceptual model?‣How can we message how our site works?

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HOW DO

USERS THINK?

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5EXERCISE

DRAW A MAP FOR A

GROCERY STORE

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6EXERCISE

SHARE

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USERS HAVE SURPRISING MENTAL MODELS.

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A QUICK TASK ANALYSIS

HOW DO YOU SHOP?

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EXERCISE

SHARE

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DOES SAFEWAY SUPPORT YOUR TASKS?

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DOES WHOLE FOODSSUPPORTYOURTASKS?

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DOES AMAZONSUPPORT YOURTASKS?

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DOES TRADER JOESSUPPORT YOURTASKS?

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MENTAL MODELS

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Behavioral Conflicting

Metaphors

Incomplete

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15A GAP ANALYSIS

HOW COULD WE MAKE A

BETTER GROCERY SITE?

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First: sort tasks into groups and name them

From Indi Young’s Mental Models

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

From Indi Young’s Mental Models

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Next: identify opportunities

From Indi Young’s Mental Models

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Next: fill opportunities, or chose to ignore

From Indi Young’s Mental Models

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Outfit picke

r

Casual

carpool

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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?

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COMMUNICATE USING

CONCEPTUAL MODELS

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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.

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A conceptual model for understanding the Gulf of Mexico Estuarieshttp://gulfsci.usgs.gov/tampabay/reports/white/model.html

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User

DesignerComputer designed by Daniel Shannonfrom The Noun Project

Mental model

Conceptual model

1. Discover Mental Model

2. Understand system

3. Synthesize into

conceptual model

System

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A conceptual model for explaining a service (mint, roundbuzz)

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25Another style of conceptual models used to explain “how

to”

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A model to communicate with teams

Via Andrew Hinton@inkblurtMade for University of Michigan

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A model to communicate with teams

Via Andrew Hinton@inkblurt

Consider conceptual models over sitemaps

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28STUDIO

CREATEMENTAL &

CONCEPTUAL MODELS

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This slide was left purposely blank. Because I can.

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Q&AHEADER