mental models
TRANSCRIPT
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MENTAL MODELS #WIAD - WORLD IA DAY 2013
#IA2013GENK - FEB 9, 2013
WOUTER WALGRAEVE - NASCOM
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HI! I AM WOUTER WALGRAEVE
AND I WORK AT NASCOM
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I LOVE SCIENCE FICTION
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ASIMOV &
THE 3 LAWS OF ROBOTICS
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1
A ROBOT MAY NOT INJURE A HUMAN BEING OR, THROUGH INACTION,
ALLOW A HUMAN BEING TO COME TO HARM.
2
A ROBOT MUST OBEY THE ORDERS GIVEN TO IT BY HUMAN BEINGS,
EXCEPT WHERE SUCH ORDERS WOULD CONFLICT WITH THE FIRST LAW.
3
A ROBOT MUST PROTECT ITS OWN EXISTENCE AS LONG AS SUCH
PROTECTION DOES NOT CONFLICT WITH THE FIRST OR SECOND LAWS.
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ASIMOV &
THE POSITRONIC BRAIN
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AT WIAD 2012, I DID A PRESENTATION ON THE
MENTAL MODEL OF TIMELINES
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THIS TIME, LET’S GO DEEPER
AND DISCUSS…
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MENTAL MODELING
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THE MENTAL MODEL OF A
KINDER SURPRISE
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WHY DO ATHLETES RUN AROUND THE TRACK COUNTER-CLOCKWISE?
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WHAT IS THE ORIGIN OF THE ZEBRA CROSSING?
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DO AIRPLANES HAVE KEYS? OR HORNS?
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“MENTAL MODELS ARE ESSENTIAL TOOLS
ALLOWING US TO NAVIGATE THROUGH LIFE”
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CUTTING A PIE IS NO PIECE OF CAKE
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MATHEMATICS
100% MENTAL MODELING
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IMAGINE A WINDMILL 5 SECONDS
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A WINDMILL, 2013
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A WINDMILL, A FEW DECADES AGO
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A WINDMILL, A FEW DECADES AGO,
IN THE STATES
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WHAT DIRECTION DO WINDMILLS TURN?
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“HOW YOU INTERACT WITH A TECHNOLOGY
IS A FUNCTION OF YOUR MENTAL MODEL
OF THAT TECHNOLOGY”
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“SHAKE IT LIKE A POLAROID PICTURE” WRONG MENTAL MODELS CAUSING TROUBLE…
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GETTING TRAPPED IN A MENTAL MODEL
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MENTAL MODELS ARE COMFORTING
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ALTHOUGH IT IS SF,
ALIENS OFTEN LOOK VERY HUMANOID.
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THE UNCANNY VALLEY
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MENTAL MODELS EVOLVE…
WHY ARE SPACESHIPS IN SF AERODYNAMIC?
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IMAGE A FUTURISTIC VEHICLE
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MENTAL MODELS EVOLVE…
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CHARACTERISTICS OF A MENTAL MODEL
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MENTAL MODELS ARE SIMILAR IN STRUCTURE
TO THE THING OR CONCEPT THEY REPRESENT.
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MENTAL MODELS ALLOW A PERSON
TO PREDICT THE RESULTS OF HIS ACTIONS.
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MENTAL MODELS ARE SIMPLER
THAN THE THING OR CONCEPT THEY REPRESENT.
THEY INCLUDE ONLY ENOUGH INFORMATION TO
ALLOW ACCURATE PREDICTIONS.
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MENTAL MODELS INCLUDE
WHAT A PERSON THINKS IS TRUE,
NOT NECESSARILY WHAT IS ACTUALLY TRUE.
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THINKING PATTERNS
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Mentaal model
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PLATO INFORMATION ARCHITECT
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PLATO INFORMATION ARCHITECT
NEO INFORMATION ARCHITECT
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RECOGNIZING PATTERNS MEETING EXPECTATIONS!
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PATTERN + IDEA LEFT + RIGHT
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DEAR MOTHER NATURE, TWO NOSTRILS? SERIOUSLY??
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THE PROCESS OF LEARNING LEARN TO RECOGNIZE PATTERNS
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MENTAL MODELS =
INSIGHTS, NOT KNOWLEDGE
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MENTAL MODELS =
CONSCIOUS AND UNCONSCIOUS
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MENTAL MODELS IN INFORMATION ARCHITECTURE
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DESIGN / VISUAL
THINKING
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“LET ME EXPLORE WITHOUT GETTING LOST
OR GETTING INTO TROUBLE.”
SAFE EXPLORATION
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“I WANT TO ACCOMPLISH SOMETHING NOW,
NOT LATER.”
INSTANT GRATIFICATION
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“THIS IS GOOD ENOUGH. I DON’T WANT TO
SPEND MORE TIME LEARNING TO DO IT
BETTER.”
SATISFICING
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“THAT GESTURE WORKS EVERYWHERE ELSE,
WHY DOESN’T IT WORK HERE TOO?”
HABITUATION
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“I SWEAR THAT BUTTON WAS HERE A
MINUTE AGO, WHERE DID IT GO?”
SPATIAL MEMORY
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CONGRATULATIONS,
YOU UNLOCKED THE CLOSURE BADGE!
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GESTALT – “ESSENCE OR SHAPE OF AN
ENTITY'S COMPLETE FORM”
GESTALTISM
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GESTALT PRINCIPLES
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LAW OF PAST EXPERIENCE
YOUR MEMORY IS A
TREASURE OF MENTAL MODELS
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ICONS, SYMBOLS
AND THE SEMIOTIC WEB
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UNDO
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REDO
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REFRESH
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REPLAY
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REPLAY
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REFRESH REPLAY
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MENTAL MODELS = CREATIVITY
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CREATIVITY IS…
SEARCHING FOR THE
MENTAL MODEL OF A USER
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CREATIVITY IS…
STRETCHING THE LIMITS
OF A MENTAL MODEL
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MENTAL MODELING IS…
THE HEARTBEAT
OF IA
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TWITTER ME:
@WOUTERWALGRAEVE
LINKEDIN:
…/WOUTERWALGRAEVE