Innovation With Mental Models

Innovation is Overrated

Matching Products to
Human Behavior

Indi Young

Understand Model Your Spend Time with
Innovation Customers Details

(CC) BY-SA 2007 Indi Young Page 1

Understand
Innovation


Lots of people are talking about innovation


Some are giving warnings about innovation


“Sensational effects are all too often pursued, to the
detriment of just right solutions. The extraordinary
cannot be forced into existence, but might result
unexpectedly and surprisingly from constant and
earnest effort.”

- Frank Zeier


“It is in the detail work that design really happens —
that the clever, delightful moments of a design occur.”

- Dan Saffer

Making Stuff vs. Making Stuff Up By DAN SAFFER, illustration by Jennifer Lew
Published: November 01, 2007 on ABriefMessage.com,
http://abriefmessage.com/2007/11/01/saffer/


I think innovation is overrated…


The best advice I can give is to
focus on people and their
problems. Few great innovators
worried about anything else.


“You start the Prius by pressing a button on the
dashboard, not once but twice. To put it in drive or
reverse, you manipulate a very small stick protruding
from the dashboard … no matter how many times I
pressed the button, I couldn’t get it to move … I had
failed to tap the brake while moving the gear shifter
in a certain inexplicable way.”

The Risk of Innovation: Will Anyone Embrace It? By G. PASCAL ZACHARY,
Published: January 20, 2008 in the NYTimes Business section,
http://www.nytimes.com/2008/01/20/business/20ping.html?scp=1&sq=prius


“… it's a systems problem … you have to be able to
manufacture it and deliver it. And you have to get it
to people's attention and then convince them … And if
it's really a new idea, well, expect it to take about 10
years.quot;

Peterme and “The Don” Norman in Conversation By peterme, Posted: December 13, 2007 on
AdaptivePath.com, http://www.adaptivepath.com/blog/2007/12/13/peterme-and-the-don-
norman-in-conversation-2/ AND “Filling Much-Needed Holes” By Donald A. Norman,
Interactions Magazine, Jan+Feb 2008


not forced understandable change
!

crafting details focus on people long term


Understand Model Your
Innovation Customers


What is a mental model?


Behavior, Philosophy,
Feeling


Conceptual Group

(a.k.a. “Tower”)


Mental Space


Ways to support this
tower


Understand Model Your Spend Time with
Innovation Customers Details


Moviegoers Mental Model


Decide to Watch a Film
Watch a Film to
Achieve a Mood
Watch
Minimalist
Films to
Meditate

Watch a Film to
Relax Share a Film with Watch a Film to Learn
Friends

Watch a Film to Watch a Film to
Screen a Film
Release See Different
Have a Date Night Take Family for Friends
Tension Cultures
Dependents to a Film

Take Family Watch a Film to
Watch a Film to Have a Date Take Someone
Dependents to Challenge My
Cure Mood Night to a Film I Like
a Film Mind


Choose a Film


Read Reviews
Learn More About a Film Regularly

Read the
Reviewers I
Respect

Read Compiled
Reviews

Read
Newspaper
Reviews

Read Many
Reviews to Get
Look for Trailers Anticipate a Film a Consensus
Online

Look for Set Read Reviews
Talk About Films I Read About Films I Trailers Online Expectations Out of Curiosity
Want to See Want to See

Talk About Look for Film Read Film
Get Excited
Films I Want to Information Festival
about a Film
See Online Reviews


Choose a Good
Theater

Choose
Choose a Theater
Theater w/
Good Parking

Choose
Theater with
Good Eats

Choose
Theater w/
Comfortable Choose Smaller
Seating Theater
Choose Choose
Theater with Smaller
Good Choose Easy Theater Theater for
Projection Eclectic Film
Choose
Choose Choose Central
Smaller
Theater with Location to
Theater for the Choose Theater with Choose Theater Close
Good Sound Meet Friends
Neighborhood Big Crowd Energy to Good Restaurants
Choose Choose Choose
Choose
Choose Clean Smaller Theater with Theater Close
Multiplex for
Theater Theater for Big Crowd to Good
Familiarity
Aesthetics Energy Restaurants


Choose a Time

Choose Screening
Time

Choose Later
Screening

Avoid Early
Look Up Running Screening
Times (Length)

Look Up Choose Early
Running Times Screening


Go to the Theater

Buy Concessions

Avoid
Resolve Group Buy Tickets Concessions
Logistics
Avoid Buying Eat
Meet Group at Tickets Online Concessions
Theater because of Instead of
Surcharges Dinner

Avoid Standing
Get Tickets for
in Line to Buy Buy Chocolate
Avoid Being Late to a Group Get to Theater Tickets
Theater

Schedule a
Avoid Being Buy Tickets in
Time with a Buy Popcorn
Late to Theater Advance
Group


Watch a Film at Home

Rent a Film Watch DVD Extras

Rent a Film to Avoid Extras on
Save Money DVD

Try Renting Watch Extras
through NetFlix Watch a Film on Watch a Film on on DVD Make Popcorn
Projector DirecTV

Rent if Don’t Watch DVD w/
Watch a Film Watch a Film
Feel Like Going Commentary Make Popcorn
on Projector on DirecTV
Out On


Eat Dinner

Eat Dinner

Eat Dinner with
a Companion/
Date

Eat Lunch
Before a Film

Eat Dinner
After Film Decide When to Eat Make Reservations Get to Restaurant Skip Dinner
Dinner

Eat Dinner Decide When Make
Skip Dinner
Before Film to Eat Dinner Reservations


Watch the Film


Identify with a Film


Interact with People About the Film
Discuss the Film
Afterward

Avoid
Discussions

Ask Strangers
Their Opinion
After a Film

Discuss
Interpretation of
Book

Learn Craft
from
Discussion of Recommend a Film
Unusual Points

Recommend a
Discuss Film
Film when
Afterwards
Asked

Go Somewhere
to Sit and Write a Review
Discuss Film


Follow the Industry



Collect Film-Related
Stuff

Save Tickets in
Scrapbook Get the DVD Watch a Film Multiple
Times

Watch DVDs I
Collect Film Buy Special
Own More than
Artwork DVDs
Once

Get DVDs as Watch Film
Collect Toys
Gifts Multiple Times

DVD Release
Dates


www.movieposter.com



Stuff

Save Tickets in
Times

Watch DVDs I
Own More than
Artwork DVDs
Once

Collect Toys

DVD Release
Dates


actual tux from the movie
stormtrooper and scout costumes



Stuff

Save Tickets in
Times

Watch DVDs I
Own More than
Artwork DVDs
Once

Collect Toys

DVD Release
Dates


www.verymarkmccormick.com

the-write-bunch.blogspot.com


Look for Certain
Qualities

Choose
Eclectic Films

Choose Films
by Director
Choose a Film
Choose Self-
Deprecating
Films

Choose
Serious Films

Choose Quality
Films Choose Familiar Films Include Random Film
Choices

Choose Film See Whats
Choose
Because I’ve Playing to
Blockbusters Watch a Certain
Read Book Choose Film
Genre in Winter

Choose Film of Watch a
Choose Film Choose a
Country I’ve Certain Genre
for the Story Variety of Films
Been To in Winter

What’s Playing What’s Playing
What’s Playing Film List (by
Today (by Today (by
Today (by title) genre)
location) location)

What’s Playing What’s Playing Film List (by What’s Playing
(by title) (by location) related films) (by location)


Opportunities to Pursue

Seasonal Suggestions
Valentine Romances
July Patriotism
Halloween Horror
Visit Family with Musicals



Stuff

Save Tickets in
Times

Watch DVDs I
Own More than
Artwork DVDs
Once

Collect Toys

DVD Release
Dates


Airplane II
Releases
1982 25-Jun – Theater Release
1992 11-Sep – Director’s Cut Release Barbarosa
2007 29-Sep – Final Cut Release
2007 05-Dec – DVD Release
Cat People
Earnings

Press Dead Men Don’t
Wear Plaid

http://www.measuremap.com/developer/slider/


Airplane II
Releases
1982 25-Jun – Theater Release
1992 11-Sep – Director’s Cut Release Barbarosa
2007 29-Sep – Final Cut Release
2007 05-Dec – DVD Release
Cat People
Earnings

Press Dead Men Don’t
Wear Plaid


Go to the Theater Eat Dinner
Buy Concessions

Avoid
Buy Tickets Concessions

Avoid Buying Eat
Tickets Online Concessions
because of Instead of
Surcharges Dinner

Avoid Standing
in Line to Buy Buy Chocolate
Get to Theater Tickets Make Reservations Get to Restaurant

Buy Tickets in Make
Buy Popcorn
Advance Reservations

My Favorite Local
Map to Theater Buy Tickets
Theaters List Restaurant
Links

Driving
Directions to Is It Sold Out?
Theater

Parking
Is There a
Directions for
Line?
Theater


http://www.thealarmclock.com/mt/archives/2007/04/bostons_parking.html


Parking Garage

+
Mezzo Mezzo
+
Sabor of Spain +
Rafael Theater
Parking Lot

+ +
Cinecita Il David

Parking Garage


Watch the Film

Ignore Other People/
Immerse Myself

Attend Films
Alone Admire Craft of the
Film

Look for
Watch Certain
Choreography,
DVDs Alone Compare Film to Book Stunts

Anticipate
Immerse Admire Craft of
Scenes from
Myself in a Film Comment on Film Look for Jokes/ Screenplay
Book
During Screening References

Avoid People Get Nitpicky Comment on
Look for Jokes/ Admire Craft of
So I Can About Film During
References Film
Concentrate Interpretation Screening


Book-to-Film Translation
84 The Lord of the Rings

71 The Golden Compass

70 Pride and Prejudice

68 Harry Potter and the Goblet of Fire


Watch the Film

Ignore Other People/
Immerse Myself

Attend Films
Alone Admire Craft of the
Film

Look for
Watch Certain
Choreography,
DVDs Alone Compare Film to Book Stunts

Anticipate
Immerse Admire Craft of
Scenes from
Myself in a Film Comment on Film Look for Jokes/ Screenplay
Book
During Screening References

Avoid People Get Nitpicky Comment on
Look for Jokes/ Admire Craft of
So I Can About Film During
References Film
Concentrate Interpretation Screening


After touching the Sword of
Elendil Sean Bean says, quot;Still

Sharpe.quot;

http://mywebpages.comcast.net/injoke/xfmovie.html

http://jimhillmedia.com/blogs/jim_hill/archive/2007/12/09/a-special-where-s-wall-e-edition-of-why-for.aspx

Figure Out How to Handle an Attraction
Let Someone Know
I'm Interested

Flirt Around
with Someone

Consider Whether I Consider Whether to Exchange Non-
Should Act On My Respond to an Verbal
Attraction to Someone Approach Communication

Struggle With Consider
My Attraction to Whether to Talk More and
Someone Respond to an More
Approach

Be Unsure If I Appear Be Subtle With
Want to Pursue Disinterested My Interest So See if Someone is
Someone I Until I Am Sure He'll Pursue Interested in Me
Work With of My Feelings Me

Think It's Ok to Read Next Respond Watch Her
Date Someone Email Before Politely to Body Language
At Work If You Responding Email For Sign of
Work Indirectly Interest

Wonder if Guy Converse Let Someone Get a
in Other State Anyway to Find Know I'm Response from
will Move Out More Interested by an Ice Breaker
Closer Sending Email Online


Get a Better Sense of a Person


Go Out With a Person for the First Time


Initiate a Project


Runners Mental Model


Get the Right Workout for This Training Run


Monitor How I’m Feeling

Figure Out Why Pace
Might Be Off

Check If My Pace is Wonder if I'm
Off Getting Sick

Guess at Remember My
Distance So Workout
Far Yesterday

Check Watch Blame the
for Time So Far Course

Assume I Didn't
Get Enough
Calculate Pace
Sleep Last
Night

Check My Pace Assume I Need
on Watch Fuel


Keep Myself Fueled

Keep on top of My
Nutrition

Feel Dizzy

Struggle with
Gel Package

Make Sure I
Keep on Top of My Don’t Litter Gel
Hydration Package

Try to Give
Drink Myself Small
Doses Steadily

Look for Water Time My Intake
Source of Nutrition

Refill My Water Start to Feel
Bottle Naseous


Record My Run

Record My Run

Record
Distance,
Elevation

Record Time

Transfer
Record to
Computer

Study My
Training
Records


Make My Clothes/Shoes Comfortable

Make My Shoes/
Clothes Comfortable

Take Off
Jacket/Shirt

Stop to
Remove Rock
from My Shoe

Get Annoyed
by Laces
Coming Untied


Enjoy the Route

Try Not to Get Lost

Believe I Know
the Area Pretty
Well Go Somewhere New

Ask Other Follow that
People How to Trail I Always
Get Wanted To Enjoy Being Outdoors
Somewhere Follow

Review Trail Decide to Go
Map Before I Somewhere Feel Spiritual
Leave New

Get Scared Feel Bored by
Feel Runner’s
Running When Same Old
High
It Gets Dark Route


Keep My Brain Occupied

Think About Things

Think About
Decisions I
Need to Make

Ponder
Relationships

Try to Avoid
Focus on Scenery Angry Feelings Listen to Music

Watch the Experience an Feel Energized
Wildlife Epiphany by Music

Turn Volume
Feel Amazed List Things to Down When I
Talk to Running Practice Singing
by the Colors Do Interact w/
Companion
Someone

Watch the Trail Wish I Could
Talk to Running Practice Skip Song with
for Roots, Write Email
Companion Singing Slow Rhythm
Rocks While Running


Ascending tone

Start

Descending tone

Stop


LED lit when stopwatch on


Questioning tone

After 1 minute paused


Or… “regular motion” detector
restarts stopwatch when
arms move in a rhythm???


Looking for Insights

1. Find a Gap to Fill

2. Look for Scarce or Weak Support

3. Redefine & Augment Existing Features

4. Look for Surprises

5. Combine Related Behaviors & Features

6. Look for Emotions

7. Examine Spaces Formerly Crossed Out

8. Rethink Features that Don’t Match a Behavior


not forced understandable change
!

crafting details focus on people long term


One Last Thing


Book: Mental Models

Discount: 10% off at Rosenfeld Media (code = WDN484)

Blog: www.rosenfeldmedia.com/books/mental-models/

RSS: feeds.rosenfeldmedia.com/mental-models/

Me: indi@acm.org

Innovation With Mental Models

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