mental models and concept models
Post on 17-Aug-2014
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TODAY’S UXDi Class at General Assembly
Mental Models & Conceptual Models
Project Eat FreshStartup hires YOU to design their new site/App!Their concept: the farmer’s market delivered to your door!
You will make– A concept model for the site & for customers– A report of top ten findings from user research– An IA (navigation and finding sytem)– Design two key flows– Design homepage and a product page
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4HEADER
HOW DO
USERS THINK?
5EXERCISE
DRAW A MAP FOR A
GROCERY STORE
6EXERCISE
SHARE
HEADER
USERS HAVE SURPRISING MENTAL MODELS.
EXERCISE
10 MINS
1.Work in a pair
2.Interview each other on how the shop for food and sundries, 5 minutes each
3.Note what you hear
4.Ask about WHAT, WHY and HOW.
• What do they want?
• Why do the want it?
• How do they find it?
• How often do you shop
How do you shop for groceries?
OBJECTIVES
EXERCISE
SHARE
DOES SAFEWAY SUPPORT YOUR TASKS?
DOES WHOLE FOODSSUPPORTYOURTASKS?
DOES AMAZONSUPPORT YOURTASKS?
DOES TRADER JOESSUPPORT YOURTASKS?
MENTAL MODELS
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Behavioral Conflicting
Incomplete
16A GAP ANALYSIS
HOW COULD WE MAKE A
BETTER GROCERY SITE?
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
COMMUNICATE USING
CONCEPTUAL MODELS
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CONCEPTUAL MODELS TO COMMUNICATE TO TEAM
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Overview of key areas and subareas of site
Via Andrew Hinton@inkblurtMade for University of Michigan
How areas of site interlock
Via Andrew Hinton@inkblurt
Consider conceptual models over sitemaps
CONCEPTUAL MODELS TO COMMUNICATE TO CUSTOMERS
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A conceptual model for explaining a service (mint, roundbuzz)
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35Another style of conceptual models used to explain “how
to”
36http://www.upworthy.com/privacy
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GOAL
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INVENTORY IDEAS
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UNPACK IDEAS
41CONSIDER RELATIONSHIPS
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ITERATE
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TEST
45STUDIO
CREATEMENTAL &
CONCEPTUAL MODELS
Draw a conceptual model for what can be done on your food delivery site.
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BREAK OUT
Break into teams of sixCompare concept modelsDiscuss your projectMake a plan
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Q&AHEADER
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