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Mental ModelsAligning Design Strategy with Human Behaviorby Indi Young
DATE: May 28th, 2011
ILLUSTRATIONS BY: Henken Bean
An illustrated summary of:
AN ILLUSTRATED SUMMARY OF 'MENTAL MODELS' BY INDI YOUNG
What is a mental model?
EMPATHY
EMOTIONSITUATION BEHAVIOR ENVIRONMENT
= UNDERSTANDING
MENTAL MODEL
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AN ILLUSTRATED SUMMARY OF 'MENTAL MODELS' BY INDI YOUNG
How do you use a mental model?
PERSON
BEHAVIOR EMOTION
BUSINESS
FEATURES STRATEGY
1 study
2 analyze
3 deliverGREAT EXPERIENCE
PERSON = happy
BUSINESS = happy
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AN ILLUSTRATED SUMMARY OF 'MENTAL MODELS' BY INDI YOUNG
How is this relevant to business?
Business Strategy
User Experience Strategy
+
Experience Strategy
Happy Customers
Competitive Edge
Financial Gain
mental models
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AN ILLUSTRATED SUMMARY OF 'MENTAL MODELS' BY INDI YOUNG
Deliverable Framework
THE MODEL
USER TYPES
USER ACTIONS
FEATURES
SERVICES
PRODUCTS
FEATURES
STRATEGY
ROADMAP PRIORITY
MARKET DEFINITION
DESIGN SOLUTION
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AN ILLUSTRATED SUMMARY OF 'MENTAL MODELS' BY INDI YOUNG
What does the deliverable look like?
PRODUCT
PRODUCT
FEATURE
task 1 task 2 task 3 task ... n
SERVICE
PRODUCT
USER TYPE
PRODUCT
PRODUCT
SERVICE
PRODUCT
PRODUCT
FEATURE
PRODUCT
BEHAVIOR
BEHAVIOR
BEHAVIORBEHAVIOR
STRATEGY
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AN ILLUSTRATED SUMMARY OF 'MENTAL MODELS' BY INDI YOUNG
Types of Research
PREFERENCEdesires
EVALUATIVEaccomplishments
GENERATIVEmental environment
VISUAL DESIGN
MARKET ANALYSIS
INTERACTION DESIGN
INFORMATION ARCHITECTURE
USER FLOW
CONTEXT
=
=
=* MENTAL MODELS
type use
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AN ILLUSTRATED SUMMARY OF 'MENTAL MODELS' BY INDI YOUNG
Task-based Audiences(TV consumption)
WORK COMMUTERS
INFOMERCIALCONSUMERS
MOVIE NIGHT DATES
WATCH 6PM NEWS
INTERNET ADDICTS
TV ALWAYS ONIN BACKGROUND
DAILY SOAPS
SPORTS FAN
DECISIVE WATCHERS
PASSIVE WATCHERS
SOCIAL WATCHERS
WHEN I WANT ANYTIME OF DAY NIGHTTIME
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AN ILLUSTRATED SUMMARY OF 'MENTAL MODELS' BY INDI YOUNG
Continuums (TV consumption)
DECISIVENESS
background noise channel flipper I know what I want
TIME OF DAY
morning news date nightgame after workdaily soap
SOCIAL SCOPE
me time glee partymom + dad
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AN ILLUSTRATED SUMMARY OF 'MENTAL MODELS' BY INDI YOUNG
Interview Planning
TARGET USER TYPES
BUSINESS GOALS TOPICS
STAKEHOLDERS
SCRIPTRECRUITMENT TIMELINE
PLAN
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AN ILLUSTRATED SUMMARY OF 'MENTAL MODELS' BY INDI YOUNG
Interview Analysis
TASKS FEELINGSvs.
I turn on the TV with my remote.
My wife records her favorite shows.
I look at shows on my computer.
I can't find something to watch.
I wish there were more sports.
The price of cable should be the same as my internet.
QUANTITATIVE QUALITATIVE
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AN ILLUSTRATED SUMMARY OF 'MENTAL MODELS' BY INDI YOUNG
Find Patterns from Tasks
FIND
"Look for the purple cells"
"Find kids programs On Demand"
"Press channel UP and DOWN."
WATCH
"I can watch the latest episode"
"I pressed PLAY on my remote"
"We watch the game every week"
SCHEDULE
"She calls me when its on"
"I make sure I'm free Monday nights"
"I always DVR that show"
MANAGE
"I clear out my DVR on Sundays"
"I set my alarm for Tuesday at 4"
"I know three channels by heart"
FIND WATCH SCHEDULE MANAGE+
FIND WATCH PLAN
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AN ILLUSTRATED SUMMARY OF 'MENTAL MODELS' BY INDI YOUNG
Put it All Together
FIND
Browse through the free movies.
Flip channels.
Remote control redesign.
Search for a Title.
Online browse updates.
Reorganize channels.
WATCH
Listen to news while cooking.
Tune in for the latest episode.
Snuggle up with kids for Dora.
Watch Mad Men on the train.
Turn on Oprah during the
commercials
iPhone app
Solidify content providers.
New software for cable boxes.
Network enhancements.
Advertisement sales.
PLAN
Remind oneself when its on
Download a movie for the car.
DVR
Reminders
Favorite Channels
COMMENT
Blog about a movie.
Talk to friends about episode.
Follow an actor on twitter
Facebook Connect
User Movie Rating
AN ILLUSTRATED SUMMARY OF 'MENTAL MODELS' BY INDI YOUNG
Socialize + Strategize
DO NEXT DO NOW!
DON'T DO PUT OFF
DO NOW!
DO NEXT
Q1 Q2 Q4Q3 Q1 Q2 Q3
THIS YEAR NEXT YEAR
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AN ILLUSTRATED SUMMARY OF 'MENTAL MODELS' BY INDI YOUNG
Source:
Young, Indi "Mental Models: Aligning Design Strategy with Human Behavior" New York: Rosenfield Media LLC, (2008).
Now go read the book!
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