4. I like to give the director the attention he deserves, because when I wrote a play in college, people didn't pay attention, and they didn't get the point. Photo courtesy of Katie Kelly Why do you go to movies alone?
6. Frank Gehry, Architect Photo of Frank Gehry by Todd Eberle, courtesy of the Los Angeles Philharmonic. Disney Concert Hall courtesy of Wikipedia. Disney Concert Hall
8. Photo of Gustavo Dudumel by Sylvia Lelli, courtesy of the Los Angeles Philharmonic
9. “ Once I had all of that, I could free-associate … I couldn’t go wrong because I’d learned the language so completely.” Frank Gehry, Architect Interior photo by David C. Miller, Exterior photo courtesy of the Music Center of Los Angeles County
13. Feel Rushed, Overwhelmed Avoid Looking at Finances Find Out If I Can Save for a House Decide Where to Make Sacrifices Believe I’m On the Right Path Curious If My Spending Is Like Others Worry I Don’t Know Enough Look for Someone to Show Me
19. “ Our real estate brokers should not be able to see most of the information about the properties we are building out....”
20. “ Our real estate brokers are like highly trusted internal employees....”
21. 4. Task Based Audience Segments Audience Segmentation
22. Techniques Uses Preference Opinions, likes, desires Survey Focus Group Mood Board Customer Feedback Preference Interview Card Sort Visual Design Branding Market Analysis Advertising Campaign Evaluative What is understood or accomplished with a tool Usability Test Log Analysis Search Analytics Customer Feedback Card Sort Test Interaction Functionality Test Screen Layout Test Nomenclature Test IA Generative Mental environment in which things get done Non-Directed Interview Contextual Inquiry Mental Model Ethnography Field Study Diary Interaction Design Information Architecture Alignment & Gap Analysis Contextual Information
35. Page Label ID Quote We will buy in advance (over the internet) … for movies we expect big crowds for, like a new release Buy Tickets in Advance to Ensure I Get In 105 We prefer not to go because it’s too crowded. You can’t choose your seat or you have to get there early to choose your seat. Choose Later Screening to Get Good Seats 105 It’s extra hassle standing around waiting for them to let you into the movie theater. Avoid Waiting in Line to Get in the Theater 105 We want it to be as easy an experience as possible … don’t have to think about any part of the experience … just go and relax. Watch a Film to Relax 105
36. Page Label ID Quote Discuss Film Afterwards My friend really likes talking about the movie, so we’ll end up talking. Discuss Film Right After Seeing It 105 I like to have someone to talk with afterwards. What we like or dislike, whether it was good or not. 110 They’ll have a comment. I’m interested in hearing it after. 113 We do that a lot over lunch. We’ll talk about movies we have seen over the weekend. Discuss Film with Friends Later 103
62. Everyone has a different intuitive approach Teams struggle to agree on a common design
63. Teams have difficulty taking off the employee hat Images from Flickr by Akira Ohgaki The customer objectives are to increase satisfaction and loyalty.
65. Book: Mental Models by Indi Young Blog: www.rosenfeldmedia.com/books/mental-models/ RSS: feeds.rosenfeldmedia.com/mental-models/
Notes de l'éditeur
Intro MM half way through Talk @ how customers think about problems our products are trying to solve focus on philosophies, behaviors, emotions......theme Hello. My name is Eric Fain and I’m here to talk about Mental Models, and how to dig beyond user preferences. I will get to the Mental Models about half way through the presentation. What I want to talk about first is how our users, or our customers, think about the problems that our products are trying to address. And how to focus on the philosophies, behaviors, and emotions they bring with them when using our products.