Mental Models and Concept Models

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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

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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