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EVOLVING MENTAL MODELS
Midwest UX 2012 - June 2, 2012 | Daniel Eizans
Hi. I’m Dan.

 > ME (DANIELEIZANS.COM)
 > WORK (TEAMDETROIT.COM)
 > PASSION (CONTENTS MAGAZINE)
 > MICROTHOUGHT (@DANIELEI...
I REALLY LIKE THESE




@danieleizans | #MWUX12
But I’m Not A



@danieleizans | #MWUX12
BRAINS ARE TRICKY




@danieleizans | #MWUX12
SO ARE THEIR SYSTEMS




@danieleizans | #MWUX12            6
WE CAN MODEL THE MIND




@danieleizans | #confab12        7
THE MODEL VS. MAP




                                 Diagrams: Copyright Rosenfeld Media (CC BY-SA 2.0)



@danieleizans...
THESE ARE BAD




@danieleizans | #MWUX12                   9
THESE ARE BAD


                                Content Mapping




@danieleizans | #MWUX12                           9
THESE ARE BAD


                                Content Mapping
UX/Mental
Modeler




@danieleizans | #MWUX12             ...
HUG IT OUT. GET TO WORK




@danieleizans | #MWUX12            10
CONTEXTUAL INQUIRY


   Interview                Contextual Inquiry   Observation
   (Influenced by            (Influenced b...
ELEMENTS OF CONTEXT




@danieleizans | #MWUX12
ELEMENTS OF CONTEXT

                          BEHAVIOR




@danieleizans | #MWUX12
ELEMENTS OF CONTEXT

                          BEHAVIOR   SITUATION




@danieleizans | #MWUX12
ELEMENTS OF CONTEXT

                          BEHAVIOR                 SITUATION




                                    ...
PERSONAL-BEHAVIORAL CONTEXT

         DOING
   environmental factors,
                               Physical             ...
PERSONAL-SITUATIONAL CONTEXT
                                              Task     Need            Task




             ...
SITUATIONAL-BEHAVIORAL CONTEXT
                                                           Task      Need                 T...
START WITH HYPOTHESIS
                                                                 EXPLORE OPTIONS
                   ...
WORKING ADULT - SEEKING FINANCIAL AID




@danieleizans | #MWUX12
COMMUNICATION FOCUSED MODEL




@danieleizans | #MWUX12
PLAN AND EXECUTE




@danieleizans | #MWUX12
THIS HURTS AT FIRST




@danieleizans | #MWUX12
THANKS.
Web: http://danieleizans.com
Twitter: @danieleizans
SlideShare: http://slideshare.net/danieleizans
LinkedIn: http:...
References
 (Slide 5) Sleeping Woman - photographer: Subtle Mistakes
 (Slide 6) Man Thinking - photographer: Panther1619
 ...
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We're all familiar with the concept of mental modeling, but why do we typically only use this practice in the design of a system? We obviously think about content when we’re starting to brainstorm a design and we think about content when we interview our users, but why don't we leverage the mental models we’ve created when we take on a new digital project when we plan the content and materials that eventually populate that system?

I believe mental models can work harder and can be a key driver for creating a content strategy that can evolve with our users.

This talk will present an alternative (or extension) to the traditional mental model by focusing on the material that populates our digital experiences. We’ll cover how to add content specific inquiries to the information gathering process used to inform traditional mental models; and how to modify them to inform everything from story mapping, content planning and long term governance of digital systems over time.

This type of mental modeling will be illustrated via case study.

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Midwest UX 2012 Evolving Mental Models

  1. 1. EVOLVING MENTAL MODELS Midwest UX 2012 - June 2, 2012 | Daniel Eizans
  2. 2. Hi. I’m Dan. > ME (DANIELEIZANS.COM) > WORK (TEAMDETROIT.COM) > PASSION (CONTENTS MAGAZINE) > MICROTHOUGHT (@DANIELEIZANS) @danieleizans | #MWUX12
  3. 3. I REALLY LIKE THESE @danieleizans | #MWUX12
  4. 4. But I’m Not A @danieleizans | #MWUX12
  5. 5. BRAINS ARE TRICKY @danieleizans | #MWUX12
  6. 6. SO ARE THEIR SYSTEMS @danieleizans | #MWUX12 6
  7. 7. WE CAN MODEL THE MIND @danieleizans | #confab12 7
  8. 8. THE MODEL VS. MAP Diagrams: Copyright Rosenfeld Media (CC BY-SA 2.0) @danieleizans | #confab12 8
  9. 9. THESE ARE BAD @danieleizans | #MWUX12 9
  10. 10. THESE ARE BAD Content Mapping @danieleizans | #MWUX12 9
  11. 11. THESE ARE BAD Content Mapping UX/Mental Modeler @danieleizans | #MWUX12 9
  12. 12. HUG IT OUT. GET TO WORK @danieleizans | #MWUX12 10
  13. 13. CONTEXTUAL INQUIRY Interview Contextual Inquiry Observation (Influenced by (Influenced by (Influenced by end Designer/Strategist) designer, user and user) strategist) @danieleizans | #confab12 11
  14. 14. ELEMENTS OF CONTEXT @danieleizans | #MWUX12
  15. 15. ELEMENTS OF CONTEXT BEHAVIOR @danieleizans | #MWUX12
  16. 16. ELEMENTS OF CONTEXT BEHAVIOR SITUATION @danieleizans | #MWUX12
  17. 17. ELEMENTS OF CONTEXT BEHAVIOR SITUATION ENVIRONMENT @danieleizans | #MWUX12
  18. 18. PERSONAL-BEHAVIORAL CONTEXT DOING environmental factors, Physical Emotional FEELING physical activity, psychological state, stress habits, disabilities, level, desires, wants, needs preferences, sensory stimuli Cognitive LEARNING cognitive assumptions, learning ability, education } CONTEXT DRIVEN PERSONAS @danieleizans | #MWUX12
  19. 19. PERSONAL-SITUATIONAL CONTEXT Task Need Task Task Situation Task Need Need Task Task Task Task SCENARIO REQUIRING CONTENT @danieleizans | #MWUX12
  20. 20. SITUATIONAL-BEHAVIORAL CONTEXT Task Need Task Physical Emotional Task Situation Task Need Need Cognitive Task Task Task Task CONTEXTUAL CONTENT STRATEGY @danieleizans | #MWUX12
  21. 21. START WITH HYPOTHESIS EXPLORE OPTIONS (Browse options and understand qualifications OVERCOME FEAR PLAN AND IMMERSE (Via testimonial, Use Cases, Financial (Browse an expert, Understand Tools) Examples) TAKE ACTION (Apply for pin, Download Forms, Contact Advisor) @danieleizans | #MWUX12
  22. 22. WORKING ADULT - SEEKING FINANCIAL AID @danieleizans | #MWUX12
  23. 23. COMMUNICATION FOCUSED MODEL @danieleizans | #MWUX12
  24. 24. PLAN AND EXECUTE @danieleizans | #MWUX12
  25. 25. THIS HURTS AT FIRST @danieleizans | #MWUX12
  26. 26. THANKS. Web: http://danieleizans.com Twitter: @danieleizans SlideShare: http://slideshare.net/danieleizans LinkedIn: http://linkedin.com/in/deizans E: daniel.eizans@teamdetroit.com @danieleizans | #MWUX12
  27. 27. References (Slide 5) Sleeping Woman - photographer: Subtle Mistakes (Slide 6) Man Thinking - photographer: Panther1619 (Slides 7-8) Diagrams: Copyright Rosenfeld Media (CC BY-SA 2.0) (Slide 9) Silos -photographer: Gnuru (Slides 13-15) Personal Behavioral Context and Situational Context Graphics: Modified from original concept created by Andrew Hinton Note: All Photos Used were used with permission via a Creative Commons License or with expressed written permission of owner. @danieleizans | #MWUX12
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We're all familiar with the concept of mental modeling, but why do we typically only use this practice in the design of a system? We obviously think about content when we’re starting to brainstorm a design and we think about content when we interview our users, but why don't we leverage the mental models we’ve created when we take on a new digital project when we plan the content and materials that eventually populate that system? I believe mental models can work harder and can be a key driver for creating a content strategy that can evolve with our users. This talk will present an alternative (or extension) to the traditional mental model by focusing on the material that populates our digital experiences. We’ll cover how to add content specific inquiries to the information gathering process used to inform traditional mental models; and how to modify them to inform everything from story mapping, content planning and long term governance of digital systems over time. This type of mental modeling will be illustrated via case study.

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