4 hour workshop at Information Architecture Summit 2015 Brochure Description: A practitioners are encountering problem spaces that are more complex than ever before. Cross-channel ecosystems, huge enterprise platforms, and decentralized content delivery are just a few challenges we are having to explore, understand, and gain direction around with stakeholders, before it’s wise to dive into the particulars of interfaces. But how can we collaborate on architecture without the entanglements of design detail? Enter modeling. Modeling allows us to work with abstraction as tangible objects; it brings physicality to language, decisions, and conceptual relationships that make up and underpin the ecosystems we work with. It allows us to analyze and collaborate more efficiently, with less effort and distraction. It is especially valuable for: - Discovering and defining “why” we should do something and “what” we should do before jumping into “how” we should do it - Untangling complex concepts in order to explain something to yourself - Collaborating about (and deciding on) functional capabilities as a group prior to fussing with interfaces - Grappling with abstract and quantitative data and their intersections - Understanding and relating the parts of big, complex systems - Exploring and creating semantic structures and frameworks

1. Practical Modeling:
Making the Invisible Visible
Elmendorf | Hinton | Hoff
1

2. Hello!
2
#ias15 #model
We are information architects at The Understanding Group (TUG)
where we get to model messes
Andrew Hinton Kaarin HoffJoe Elmendorf
@josepilove @inkblurt @kaarinh

3. Intended Take Aways
• Confidence in your modeling ability
• Understanding of why modeling benefits a project
• Knowledge of some major modeling modalities
• Ability to use modeling to help you better understand
complex problems
• Insight into when collaborative model creation and
discussion works and why
3

4. Agenda
• Welcome
• What do we mean when we say Practical Modeling?
• Why Model?
• Activity: Warm-Up
• What Types of Conceptual Models?
• How to Get Started
• Activity: Modeling Complex Systems
• Modeling for Sharing
• Activity: Sharing is the Goal
• Modeling, Not Just for Breakfast Anymore
• Conclusion
4
9:30
8:30
11:30
12:30
10:30

5. Today…
5
Our focus is on getting you hands-on experience - you will not need your computers or phones - we will do everything with the paper and materials on your tables

6. Say hello to the
person next to you
6
You’ll be working independently throughout the workshop and then sharing with the person next to you. So figure out how to divide up your tables, and quickly exchange
greetings with your partner for the day.

7. Modeling is freedom
7
It is going to be reeeallllllly tempting today to worry about the “right way” to model. We’d like to calm your nerves from the start (or drive you completely crazy) by telling
you there is no “right way.”
We are going to explain some high-level categories of models and show you tons of examples. We want you to get a feel for the purpose behind certain approaches, but
also that the information always demands something a little different. There is no way to give you a blank model and have you fill it in - half the value comes from what
you learn while herding the information into a structure. So, don’t feel like you have to understand every example we are showing, try to absorb the variations as additions
to your toolbox. Honestly, if we were to re-do any of those projects, we would probably end up with different models. Again, there is no “right way.” Most of the learning
today will come from you doing this work yourselves.
https://50thingsforyoutodo.wordpress.com/

8. What do we mean when we say
Practical Modeling?
8

9. 9
Abstract
Models
Physical
Models
Mathematical Models
Scientific Models
Conceptual Models
Many
kinds of
models
Our Focus Today

10. Scientific Models
10
• Manipulate ideas as objects
• Explore their relationships
• Work with complex systems
Conceptual Models
help us

11. Conceptual is not
the opposite of practical.
11
We emphasize this is ‘practical modeling’ because there’s a misconception that conceptual work isn’t practical.
But, in fact, all these approaches are practical, when used for the right purposes.

12. 12
Why Model?

13. 13
IA is big
Information Architecture isn’t just about designing labels, links, and content arrangement … and it’s not just about websites.
It has to do with the way language acts as a sort of infrastructure. It addresses meanings and their relationships and how those create structures.
And a lot of that is driven by, or disrupted by, the way the organization understands and talks about itself and what it is putting into the environment.
The questions needed to get at navigation and filters and interfaces are the same questions that get at the core of an organization. Modeling can help expose all of that
and help align a product or offering to deliver what the business needs and the user wants.

14. To get at the “what”…
IAs do a lot of modeling
14
!
Semester - Based Activity Cycle
Enroll for semester Pay BillCourse Planning
Add/Drop classes
VETERAN:
A Enrollment
Verification
Start classes
Warning grades
Final grades
State Intent To
Attend university
Admissions Financial Aid Enrollment
DIAGRAM KEY
Complete Degree/
Diploma
Application
Warning grades
Final grades RSVP/Apply for
Graduation
CommencementResearch and Selection
Considering all aspects of university
Apply to university
Considered for some
merit based
scholarships
Acceptance to
university
Take Placement
Exams
Attend Orientation
Visit Campus (Attend an Event)
Register for
Placement Exams
and Orientation
UNDERGRADUATE
TRANSFER
or high school dual
enrollment:
Request Official
Transcripts from
College(s)
Send to university
Get book vouchers
Add/Drop classes
Pay Bill
TRANSFER:
Receive Worksheet
Notification of Merit-
Based Scholarship
Award
Request
Information
Apply for Private Scholarships
Special Event
VETERAN:
VA Enrollment
Verification
Start classesPay Enrollment
Deposit
Varies by Applicant
Ideal Path
Calendar Year - Based Activity Cycle
Tuition Updated
Apply for Current Scholarship & Department
Specific Aid & Other options
Apply for Private Scholarships
Prospective Student First Semester Student at UMD Second through Final Semester Student Cycle Student Ready to Graduate
Course Planning
Change Colleges
Track Grades
& monitoring progress to
degree
Update Personal
Ino
Academic Calendar
and Deadline Dates
Ongoing
Senior AuditRequest Senior
Audit
Readmission
TRANSFER:
Transfer Orientation
INCOMING
FRESHMEN or
TRANSFER with <24
credits:
Take ACT or SAT
&
Request Official
Highschool(s)
Transcripts
Send scores to university
TRANSFER:
Petition for courses
to be transferred if
previously denied
TRANSFER:
Special Event
If taking Summer
Courses:
Summer Financial Aid
Application
Applying for
Financial Aid
Receive
Comprehensive
Award Letter
If selected for
Verification
Complete
Verification process
Applying for
Financial Aid
Receive Award
Letter
If selected for
Verification
Completer
Verification process
Meet with
Academic Advisor
Complete College
& Program-specific
requirements
INTERNATIONAL:
fulfill additional
requirements
Accept Loan(s)
Accept
Scholarship(s)
Accept Aid
Course Planning
Change Colleges
Track Grades
& monitoring progress to
degree
Update Personal
Ino
Academic Calendar
and Deadline Dates
Ongoing
Get book vouchers
Cart
with Purchasable
Items
Messaging
asking users if
they would like
to keep their
cart
Cart
empty
Cart
deleted
No?
Yes?
Cart
with Purchasable
Items
&
Non-Purchasable
Items
Cart
Non-Purchasable
Items
Checkout
Confirmation of
Purchase Page
Purchasable
Items
purchased
We’re here to talk about modeling today because it is the most useful tool in our tool box to get at the WHAT
But, Why is the WHAT important?

15. 15
WHATHOW
WHAT How
Project
What (architecture) before how (design)
it’s about deciding on the big issues to focus on. The complex ecosystems we’re designing for these days require a strategy.
How do you know when you KNOW ENOUGH? and you can move onto the next phase of a project.
Through modeling. Modeling helps you measure COMPLETENESS...
Of course there is always something MORE ONE CAN LEARN about anything...but from a practical stand-point, there NEEDS TO BE AN "END"......by showing what you
ALREADY UNDERSTAND (or even think you might understand, or have even ENCOUNTERED)… you can identify what needs to be FILLED IN before your INITIAL
UNDERSTANDING is complete and ready for VALIDATION.
This is iterative, sometimes you have ask questions, model, validate, and repeat before reaching that completeness - but when you get to that point where you get it,
you’ll know.

16. Models establish understanding throughout the project
16
project
Before During
After
It is a common misconception that modeling is only useful at the beginning of a project. But we’ve found that models used at the beginning continue to be used and
updated throughout the work, and even after something has been launched.
In a typical engagement, definition, structural design, and connections are important throughout, at varying levels of focus.
IA tends to have a “macro” perspective in the earlier part of a project, but it doesn’t go away as the details are sorted out. It just becomes more specific, within the larger
patterns established earlier on.
At no point is it only about “big” stuff – there are always elements of how architecture informs design even at the beginning. A quick UI sketch on a whiteboard to help
illustrate a big structural approach is just fine during analysis, for example, but as a way to reflect on implications of architecture, not as a way to jump into design too
quickly.

17. What.………………….How
17
This diagram shows the cost of doing tasks outside of their planned phases. You see, writing requirements when the site is already launched has huge financial
implications. Modeling gives us a lens to measure completeness, increasing our confidence and decreasing our overages
source: http://www.stevemcconnell.com/articles/art04.htm

18. 18
Facets!
Location!
Search!
Learning!
Relevance!
Cross-selling!
Utilities!
Channels!
These days, there are a LOT of parts to figure out. There is no possible way we can keep this all in our heads

19. 19
“culture”!
“love”!
“fun”!
“nature”!
“jazz”!
“economy”!
“smart”!
We get this out of our heads partially by naming it.
Language is stuff we put into our environment, and it doesn’t all correlate to physical objects. Much of what we talk about is abstract – ideas that aren’t about a specific
object, but classes of them, or concepts that we all seem to understand but don’t really have a clear definition and aren’t contained by just one example. Language is the
material we have to do this work … we don’t have anything else.

20. 20
Facets!
Location!
Search!
Learning!
Relevance!
Cross-selling!
Utilities!
Channels!
Here is an example of naming these parts we have to figure out and account for. But there are still other parts that we don’t have clear ways or naming or discussing. It’s
the interconnections, the context, the relationships between parts that holds so much of the meaning. Yet another reason we have to go beyond written reports to models
- to express these deeper layers.
This can be the reverse order as well - Models allows us to record and articulate our thoughts before we’re able to use the right words to describe something.

21. Models can do things interfaces can’t…
21
(relationships/ideas) (pixels/atoms)
Models Interfaces
We see Models on a sort of continuum with Interfaces.
For digital design work, the ultimate goal is usually to create some kind of interface.
But models can do things that the specifics of interfaces can’t.
Models are a way to work through questions about relationships and ideas, without being tangled in the specifics of interaction.

22. 22
Models Interfaces
Why are we doing this? What is it? How
do all the parts relate?
How will someone use each part? What
will it look like?
Both of them help us determine what we are making, but they’re better at different challenges.
Some questions are better answered at one end of the spectrum than the other.

23. People are visual
23
People learn visually
- that is why people like to jump to interfaces, the obvious visual expression of a system.
- but we know from before not to do that.
- we want to lower the barrier to learning.

24. What is this?
• 6 legs
• 4 wings
• 2 eyes
• Long abdomen
• Powerful jaws
24
Our clients are often from a different world than us. You and I have vocabularies to handle a lot of these structural discussions, but to our clients these conversations and
documentation can seem uninviting and far from clear.
Example, which is easier to understand?
This text - read it
or

25. 25
or this?

26. Conceptual models allow very different kinds of
information to get along
26
0"
2"
4"
6"
8"
10"
12"
14"
1" 2" 3" 4" 5" 6"
Another GREAT part about conceptual models is that they allows us to put very different types of information together to learn from the whole.
Excel wants your text normalized to unlock the power of sorting. Graphs want numbers. Conceptual models want whatever you have. The model on the right can handle
all types of data and express connections between to create even more data.

27. Too busy NOT to model
27
Agile
Waterfall
Wireframes=my job
“I am involved beginning to end.”
“I do user research, I
don’t make structural
decisions.”
We hear a lot from folks that their work environment just can’t support modeling.
We’d argue you’re too busy not to model.
No matter if you work in agile or waterfall, if you’r involved in the entire project or just a portion of it, modeling can help you in your work.
Now, we are not saying it will be easy, we know there are other individuals in your workplace that will have to be convinced. Hopefully we are giving you the tools to
convince them

28. Products/services exist in a landscape
28
Competition / Time-to-Market
Brand / Reputation
Technology / Infrastructure
Service Product
Not only does it not matter what kind of company you work in, or where you fall in the production line, we’re also asking you to think 1 or 3 levels higher about the context what you are
making falls in.
There are really big things going on that are exerting pressure on the small things that we are typically asked to work on.
Just as an architect has to consider the surrounding context and natural constraints in play for a building, we have to think about how the structures we are putting into the world fit into
that larger world.
As well as the other products and services that our project needs to fit into and co-exist with.
Nothing is in a vacuum.

29. 29
Models become
molds for making.
Ultimately, the way we conceive of concepts and their relationships creates structures we use for making the final product — whether we realize it or not.
So why not make them visible and work with them on purpose?
http://tombanwell.blogspot.com/2010/09/olifant-neoprene-trunk-hose.html

30. 30
Warm-Up Activity!
Model the way you get or make coffee/tea, as system
20 minutes to work independently
5 minutes each to share
Time for a modeling warm-up activity! You have loads of materials on your tables to use.
Activity: Model Small System (coffee- system)
Remember, there is no “right way” to do this. And we haven’t shown you any examples yet. So you should feel free to do whatever comes to mind first. And then start
again with a new idea. Go crazy!

31. 31
Conceptual Models
help us work with
relationships.

32. 32
Similarities
Influences
Dependencies
Sequences
Systems
Abstract Concrete

33. Vague vs Firm relationships
33
A
C
2
A
B
owned by
We can model the relationships in vague or firm expressions:
Point to slide parts as your explaining
Vague - “Thing A is a lot like Thing C and a little like Thing 2, but nothing like Thing Star.” - We may be alluding to a relationship, but we aren’t stating it.
Firm - “Entity A is owned by Entity B.” - We are describing the relationship between two parts in fairly certain terms.

34. Circles can help avoid implying structure prematurely …
34
no sides, no lines sides imply lines
When we start trying to figure out new things, we often start with circles.
Circles don’t have sides — so they don’t imply any particular direction or order. They let us move them around more easily than squares. As things get more figured out,
they become more square.

35. Architects’ “bubble” diagrams
35
Now for a bit about the elements of a relational model.
Architects (many of them) use these things called bubble diagrams – they’re not very structured, it seems, but that’s because they want to start without too many
assumptions about structure. They’re looking for relationships between the big parts of meaning involved in what they’re going to architect. These are seemingly dumb
diagrams – but they’re dumb in the good way we promote, in that they ask dumb questions without a lot of assumptions. They’re not trying to be too smart, at least not
yet.

36. Architects’ “bubble” diagrams
36
Here you can see how the bubble diagrams turn into something we are all more familiar with, a floor plan. Now the floor plan is still a model, but it is much less not as
conceptual, it is moving towards the very literal building it will become.
If you look closely, the floor plan still mainly just doing the work of establishing the definitions and relationships between the main functional areas of a structure.
If the family this house is for had seen a bubble diagram that gave equal weight to eating in the kitchen and eating in the dining room, they would not be surprised to see
these two areas receiving similar square footage.
This also points out the value of multiple models, the bubble diagram may have shown the play between the parts, but the much more literal doors in the floor plan really
alerts the family to traffic flow in their house. Discussions at both stages allows the architect to know when their plan is complete enough to continue, and ensures the
final product will be pleasing.

37. From functional model to conceptual architecture …
37
ARTMAX HOME
[Visual Showcase]
Topical / curated
spotlight of brand-
representative products.
PRODUCTS COMMUNITYLEARNING ACCOUNT ABOUT
[Brand
Statement /
Description
(Links to
"About")]
Latest News
Aggregated from learning, social media, community, etc.
- Editorially curated (can have sticky posts)
- Item from a given org links to that org's new or home.
- Link to the main News area in "About"
Social Media Links
Promotion Spot
History / Mission content.
Store Managers’ Blog
Sharing (curated)
- Art
- Tips / Ideas (more tbd)
Events Calendar (cross-ref w/ store
finder)
Intro / Overview
About the community, policies, etc.
Cross-channel connections /
directions / kiosk locations shortcut
to ‘find store’ facet.
Company News
Store Managers’ Blog - Most Recent
Utility Nav
- Search
- Contact
- Find Store
Footer
- Required boilerplate
- Business & B2B Links
Tutorials
- cross-ref w/ Products when
specific to a particular catalog item
For Each Product …
(Specifics TBD)
- Attributes should include
editorial ranking + user ranking
Browse by tree hierarchy + facets. (Account Specifics TBD)
2.0
3.0
3.1
4.0 6.0 7.05.0
Learning Blog / Stories
Related
products
Global Nav
PRIMARY emphasis
SECONDARY emphasis
Persistent
Nav Elements
1.0
Here you can see something from our own work that is incredibly similar to the architecture example.
More often than not, we find this sort of approach helps us discover the ultimate structure something can have — such as the navigation structure of a website or search
application. The example on the right is a site structure diagram, but it’s more like a floor plan than a flow chart — it establishes places and their relationships, much like
in building architecture.
Because a lot of the bigger questions have already been settled, the conceptual architecture isn’t a big surprise — in fact, it often just feels inevitable, rather than
unsettled and up for debate.
After this, we can better focus on the finer points of detailed structure and interaction design, without disruptive surprises.

38. Examples
38
Andrew
Now let’s look at some examples of relational models

39. 39
Example: Relationships between various challenges,
and how they affect scalability and growth.
Most of these sorts of models start out on paper or whiteboards, in collaboration with clients or among the team.
In this case, we were working with the dependencies between many separate issues in the organization, and how they all contributed to an invisible system that was
keeping the company from growing and scaling. Ultimately this led to justifying creation of a new customer relationship management platform.

40. Example: Finding functional priorities &
centers of gravity …
40
… before locking down structure.
Here’s that example from the earlier slide — a functional model.
Big, simple models can help bring a lot of clarity to stakeholders.
Sometimes we refer to models like this as “dumb” models — because they’re not trying to be that smart, they’re just trying to ask and answer the “dumb” questions that
everyone tends to assume are already answered.
This isn’t an architectural plan — it’s just gathering many bits learned in discovery into a hypothetical direction, arranging them into centers of gravity. Then it has some
kind of shape for discussion and alignment.
The aim is for alignment and no surprises when we get to structure.
Showing overlaps is important at this stage, because they
The translucent colors allow us to show the overlap, which is additional information.

41. Example: Looking for emergent patterns
in all the elements …
41
Metadata Landscape Diagram | v. 0.4 | November 01, 2012 CONFIDENTIAL | The Understanding Group / DirecTV
Analytics
Digital Marketing
Commercial Advertising &
Marketing
Video / Production / Technical
Availability
External Social Media
Personal Details
Cross-Channel
Customer Relationship / History
Hardware / Devices
Contract
Identification
Descriptive
Metadata
(3rd party & Other)
CUSTOMERS
▪ Personnel (Actors etc)
▪ Genre, Sub-genres
▪ User Ratings, Comments
▪ Availability (dates, channels)
▪ Format / Aspect Ratio
▪ Digital Assets (Posters etc)
▪ Personnel (Actors etc)
▪ Genre, Sub-genres
▪ Series, Season, Episode
▪ User Ratings, Comments
▪ Availability (dates, channels)
▪ Multi-channel content
▪ Related programming (e.g. "Talking Dead")
▪ Games / Schedule
▪ Channels, Packages
▪ Blackout areas
▪ Players & other Personnel
▪ Connectors to statistics
▪ Social media (hashtags, chat room links, etc.)
INTERNAL
IMDB
Rotten
Tomatoes
Rovi
Products
Promotions
Recommendations
(Curated)
Curated Content
(Quality + Recency)
Toolset
Targeted Ads
Engine
Recommendations
(Automated)
Audience
Measure Data
Stats, Inc.
Common
Sense
VTAP
Flixter
Clickster
Noble Savage
TMS ID /
Channel ID
Asset Name
Provider
Creation
Date
Run time
Aspect
Ratio
Codec
Frame Rate
Bit Rate
Top Box
Office
Top DVD
Sales
Social Sign-on
Preferences
Behaviors
Favorite
ProductsWishlist
Loyalty /
Heart Score
Sentiment
Social
Graph
Comments
Social
Favorites
Ratings
Sharing
First-screen
Second-
screen
Segment +
Persona
Device
CapabilitiesAuthorizations Customer
TV Remote
Code
Addressable
DVR Data
Home/
Receiver IP
Billing
Problem
Resolution
Touchpoints
Service
History
Transactions
Installation
Notes
Order History
(PPV etc)
OPPV vs IPPV
(box vs online)
Channel
Favorites
Hardware
Protection
Eligibility
Hardware
Segment
Account
Number
Receiver ID
Other IDs
Email AddressSocial Email
Phone / SMS
GPS Location
Device
Management
Device
Management
Clickstream
Email
Preferences /
Opt-In
Churn Risk
Score
Commitment
Date
Auto bill-pay
Acct Type
(Res, Biz,
Pending)
Credit Band
Connected
Box Y/N
Zip/DMA
Region
Package
Bundle
Channels
Consolidated Profiles
& Sub-Accounts
HOUSEHOLD ACCOUNT
ENTERTAINMENT
PRODUCT
Programming
Packages
Premiums
Licensing
Windows
PPV:
Exp Date,
Window,
Price
Rights
Mgmt
Start Date
INTERNAL
ROLES
Product
Placement
"Shazam-
able" Media &
Retail
RSN
(Regional
Sports
Network)
Buy
Window
Movies
Series
Sports
This model has a lot more elements. It is a relief to get all the elements on the table as objects we can move around, and show relationships between. This allows us to
find emergent patterns and dynamics.
This model explores the role of metadata in a big media company, throughout a customer lifecycle. This again wasn’t a description of what to build, but how their world
worked – bringing enormous scale and complexity into sharp relief that emphasized how their problems with metadata were at the root of a lot of their challenges.

42. Example: illustrating information overwhelm
& overlapping contexts
42
Here a model is used to see the context of a user completing a task in the real-world. There are many more factors outside of our control, making it all the more important
to document all the elements at play

43. 4
15
3
18
22
2
4
29
20
32
31
30 28
19
21
1
14
2
16
5
6
7
17
25
26
27
8
9
10
11
12
13
Industry
Find
Personal
Optimize
Persona 2
Persona 3
Persona 5
Persona 4
Persona 1
2A
1A
Something B
Something A
Something C
Example: X-Y Plane,
Color, & Shape to
determine user
research trends
and representative
personas
43
Here is a more traditional model we used to determine which personas were appropriate. The faded out shapes are all the interviewees. The big shapes show where the 5
personas fit in the model. The x-y access shows to what extent each interviewee’s profile fits certain attributes. Color and shape are also used to denote categories.

44. Example: An “Info Model” for a large non-profit
44
Advocacy (Generates Awareness)
Initiative 3
Volunteers
Initiatives
Initiative 4
is a
Grant
is a
is a
is a
is of type
Initiative 1
Initiative 2
for
is aimed
at
is a
is a
prepare
agenda
for the
have
Government
ZMags (publications,
products, catalogs)
Online System
Unit 6
State &
Federal
Organization*
make
aware
Law
Violators
make
Congress
Board of
Delegates
is an
feed content and the
best practices in
is primarily aimed at
help in
driving
the
organizes EHS focused
Award
Dinner
has
is an
DB for
Volunteers
DB
are
placed in
Initiative 5
Division
Delegates
two are
delegates
to the
get
appointed
to
form
two are
part of
Members*
(Organizations)
five
together
form a
feed best best
practice, policy
recommendations
Commercial
Direct
Support
Unit 6
are acquired
by
Territory
Chapters
Locations
Companies
Training
Centers
Members
(Organizations)
Have Participation
Record
Trade
Associations
Organizatio
n*
▪ Direct Email
Campaigns
▪ Sales Teams
(Field and
Internal)
▪ Direct Marketing
(SEM, Organic
Searches)
can be
participants
in
LMS
DB
Classroom
Training
Onsite
Training
Online
Training
Librarians
have
Knowledge
Management
and Creation
KMS
DB
take care of
Course-books, Classes, Videos,
Work-books, Training Materials
Reference
Librarian
Services
(alerts, emails)
use
Inventory
Products
deliveres
supplied
to
Sales Team
are also
sold by
International
Council
is a
subsidiary of
Companies
Outside US
owns VAR Distributor Partner Engaged
Chapters
are labeled into
Internal Team
(Subject Matter Experts)
External
Team
Content Vision Creative Packaging
and Products
Modules and Training
Material
handles
handle
Contact
(primary,
training center)
Person
is a
belongs
to
belongs
to
Intranet
Employees of
Organization
Online
Interface
search, do
research on
has a limited
functionality
call, email
Archived content
(brochures, magazines,
articles etc.) dating back to
Organization inception
contains
Sponsorship
is a
is of type
for
Business Units
Unit 2
Unit 1
Unit 4
Unit 5
Unit 3
Unit 6
Unit 8
Unit 7
Products
Product 7Product 2
Product 4
Product 5
Product 3
Product 1
Product 8
Product 9
Product 6
get assisted
by
offer
drives
is aimed
at
for other
offer
is offered
on
delivered
by
delivered
by
delivered
by
Members
Non
Members
Safety and
Health
ePublications
Colleges
CD Version Monthly
Emails
is also
available
in
is of
types
are
available
as
is of type
are
purchased
primarily
by
are subscribed to by
have
Channels
Distributors
Direct (Inside, Field
Sales)
Chapters
Public Instructors
Service Aggregators
are are being sold
using
assist in creation of
has
has
connect to
have
links to
assist in creation of
are acquired
by
are acquired
by
solve
queries of
CRM
DB
are
placed in
are
placed in
are of type
assist in
creation of
take
give services
to
offers
offers
gain access
to/ can
modify
based on
permissions
CMS
(Wordpress,
Sharepoint)
DB
Shopping
Cart
Online System
is build using
Shared Services
Lead Generation
Awards
Packaged Training
Research & StatisticsMarketing
Communication
Publications
are of
types
are of
types
offers
Purchasers
is a
purchase
through
are sold via
are sold via
purchase
through
archives Magazines Books Facts NewsletterWebinars
Pay-wall
Free
Members
only
provide
Compu-System
(data and
campaign
management)
Online System
Organizatio
n*
are are being sold
using
Exhibitors
pay
to present
on
provide
take
Campaigns
Campaign 1 Campaign 2
Awesome
Award
are
published
on
are of type
is a
is a
Great Plains
- Accounting
System
DB
Email
Campaigns
Tool export
emails to
Marketing
used for
sales data
are accessed viahandle
advertising
data is
stored in
sales data
Course
Course 1
Course 5
Course 4
Course 3
Course 2
Court Corporate State
give
This is a model of a very complex ecosystem, we call it an Info Model...
It shows actors, systems, and relationships...Basically, it started out as a dump of everything we knew... The colors were added later to help group related elements
- This was one of the only ways to articulate and keep track of the volume of information we were learning throughout the project.
- In addition to helping us ask better questions, this model went a long way to help us articulate constraints of the ecosystem back to the client.
We never actually completed this model...there are some areas that are still pretty unclear... and that frankly fell out of scope of the engagement...
But the stuff that did get modeled provided a lot of clarity.
At the end ... the client said that this model showed them something they all knew, but could never figure out how to talk about…and as a result were unable to effect
change on. After having this model they were not only able to talk articulately about their world, but they were able to clearly address problems head on.

45. MID
Case Call
Corporate
Contact
Business Name
Status (state)
Related MIDs
Interaction
History
Action History
Escalated
Resolved Category Notes
Agent Info
Phone Queue
MID Value Agent Value
Equipment
Documents …has associated…
…has a…
…has a set of…
…has…
…has...
… is based on…
…has…
…can be…
…can be…
…is associated
with a least one…
…is assigned a…
…has
corresponding…
…has...
…was in a…
…is with a…
…is associated with
one or more…
…is associated with
one or more…
…has a…
…has a…
…has a…
Agent
…has…
…is a…
…is created
for each…
…is an action
in the…
…has a…
…has an…
…based on…
…based on…
Example: An
“Info Model” for
one part of a
complex financial
institution
45
Here is an info model showing one segment of a complex system.
Note that in both info model examples, many of the lines include labels - has a, is a, loosely defined by, etc.

46. 46
Example: “Dumb” architecture, deciding the basics.
This one still only has 3 circles. It’s far from a smart, detailed information architecture. But before the details could be hashed out, these basic relationships had to be
established.
It was a basic conceptual model for a major retailer that established the overall information architecture for their evolving website.
It helped the stakeholders to decide that all three areas of its online presence needed to be co-equal and integrated.
And this model allows a relatively uncomplicated view, so everyone can see clearly that’s our foundation.

47. Semester - Based Activity Cycle
Enroll for semester Pay BillCourse Planning
Add/Drop classes
VETERAN:
A Enrollment
Verification
Start classes
Warning grades
Final grades
State Intent To
Attend university
Admissions Financial Aid Enrollment
DIAGRAM KEY
Warning grades
Final gradesResearch and Selection
Considering all aspects of university
Apply to university
Considered for some
merit based
scholarships
Acceptance to
university
Take Placement
Exams
Attend Orientation
Visit Campus (Attend an Event)
Register for
Placement Exams
and Orientation
UNDERGRADUATE
TRANSFER
or high school dual
enrollment:
Request Official
Transcripts from
College(s)
Send to university
Get book vouchers
Add/Drop classes
Pay Bill
TRANSFER:
Receive Worksheet
Notification of Merit-
Based Scholarship
Award
Request
Information
Apply for Private Scholarships
Special Event
VETERAN:
VA Enrollment
Verification
Start classesPay Enrollment
Deposit
Varies by Applicant
Ideal Path
Calendar Ye
Apply for Cu
Specific Aid &
Apply for Pri
Prospective Student First Semester Student at UMD Second through Final Semester Student Cycle
Course Planning
Change Colleges
Track Grades
& monitoring progress to
degree
Update Personal
Ino
Academic Calendar
and Deadline Dates
Ongoing
Readmission
TRANSFER:
Transfer Orientation
INCOMING
FRESHMEN or
TRANSFER with <24
credits:
Take ACT or SAT
&
Request Official
Highschool(s)
Transcripts
Send scores to university
TRANSFER:
Petition for courses
to be transferred if
previously denied
TRANSFER:
Special Event
Applying for
Financial Aid
Receive
Comprehensive
Award Letter
If selected for
Verification
Complete
Verification process
Applying for
Financial Aid
Meet with
Academic Advisor
Complete College
& Program-specific
requirements
INTERNATIONAL:
fulfill additional
requirements
Accept Loan(s)
Accept
Scholarship(s)
Course Planning
Change Colleges
Track Grades
& monitoring progress to
degree
Update Personal
Ino
Academic Calendar
and Deadline Dates
Ongoing
Get book vouchers
Example: Describing complex workflow before
making the system
47
In this case, we modeled a process over time to work through the stages and pain points that needed to be addressed – it’s a more formal model, with more linear detail.
This has 2 paths - the dark grey is the “ideal path” and the light grey path shows how things vary by user type.

48. 48
Example: behavior patterns and correlating IA approaches
In this case, a model helps to explain the way people make lists, and why, for a retail website. It takes a complex continuum of behaviors and breaks it down two three
essential categories, which can translate to architectural structure & functionality. This is a more concrete, clever model, with meaningful axes, and lots of text — but the
big soft squares help to simplify and structure what is otherwise a really organic set of behaviors.

49. Example: Created to clarify structure of checkout
for developers
49
Cart
with Purchasable
Items
Messaging
asking users if
they would like
to keep their
cart
Cart
empty
Cart
deleted
No?
Yes?
Cart
with Purchasable
Items
&
Non-Purchasable
Items
Cart
Non-Purchasable
Items
Checkout
Confirmation of
Purchase Page
Purchasable
Items
purchased
This was a “just in time” model created in the midst of development, to help everyone on an agile team get centered on an essential bit of structural design and rationale –
it clarified an invisible roadblock that everyone was tripping over but couldn’t articulate.
This is an example of how modeling is useful through the entire project timeline

50. Example: Chef Searching Online for New Recipe
50
Determine which
to work off of
Modify
View in browser tabs
Save several options to hard drive
Physically write notes
Print
Don’t
Print
Question
Select starting
point(s)
ID
nomenclature
ScanSearch Refine
Compare
Candidates
New / additional
nomenclature
Filter
Sort
Search within
search results
one or
more
Save
to one
or
more Hard
drive
Network
View on
screen
Blog
Add print out to notebook
along with original print out
with hand written notes
Hard drive
Network
Make Recipe
Print
Troubleshoot
Finalize
Recipe
Save
to one
or
more
Read &
remember
Chef Searching Online for New Recipe/Technique
Select
Candidates
This is showing the pattern of searching, refining, combining results, printing, physically making the recipe, troubleshooting, and finally documenting a recipe for future
use. It has many cyclical sections and include the physical and digital worlds involved in this experience.

51. Example: Scenario Touchpoints
51
Facebook
Email welcoming
her to TV Show
Membership
Watches TV and
tells husband
Watching TV
Show on TV
Watching TV
Show on TV
Sees Tweet about
earning points,
follows link
About TV Show
page
Next time she watches TV
Show she checks-in and
earns points
Hears promotion
Visits TV Show
website to find
out more
Follows TV Show Twitter
to get alerts about the
promotion
Sees Game
promotion & son
asks to play
Plays with son on
TVShow.com
Prompted to join
TV Show Club to
earn points
Joins Creates wish list
TV Show & game
play becomes
nightly ritual
Husband joins TV
Show Club
Watch for TV
Show together
About TV Show
page
Sweepstakes
page on TV Show
Club page
Signs up using
Facebook login
Shares on
Facebook
Social
Key
I understand
Membership
Benefits!
Family friendly!
I can get things I
need!
thought
Signs up for TV
Show club
Here are 3 simple sequential models summarizing 3 scenarios. These high-level views can increase the likelihood of documentation informing future phases of the
project, since they make the information easier to consume than plain text.

52. 52
How to get started

53. Organize what you know and
see what patterns emerge
53
The BEST way that I've found to START MODELING... is getting down what you know... especially if your knowledge feels INCOMPLETE...
As you ORGANIZE what you know... new information WILL BE CREATED...and will allow you to make NEW INSIGHTS based on these CONNECTIONS.

54. 54
Take nothing for
granted.
This is the SIMPLEST, but also, maybe, the HARDEST to practice...
Too often we proceed under the assumption that EVERYONE is on the same page…only to meet seemingly INEXPLICABLE CONFUSION.
We can AVOID a lot of this confusion by making SIMPLE DISTINCTIONS around seemingly common points that will end up helping make complex
concepts CLEAR.
In some instances you are going to need to RELY on WHAT YOU KNOW about a subject because you’ve been given LIMITED BACKGROUND (like in our
activity in a few minutes). This is fine, but make sure you KEEP TRACK of your ASSUMPTIONS and be ready to throw them away when you learn
something CONTRADICTORY about the ACTUAL SYSTEM you’re working with.

55. Keep things pliable
55
It is important to keep our models PLIABLE for as long as possible.
We need to be able to MAKE PIECES and MOVE THEM AROUND as much as needed. Try SEVERAL ITERATIONS and approaches, certain approaches will FEEL MORE
RIGHT than others, go with those.
This is why there are a STACK OF STICKY notes in front of you. You can move them around and make associations WITHOUT COMMITTING to anything.
It is a great way to start because…
The more PERFECT LOOKING or firm you make something, the LESS LIKELY you are to CHANGE it - and the LESS LIKELY ANYONE is to change it. At this point these
are tools for DISCOVERY, COLLABORATION, and DISCUSSION, they are meant to be changed and even SCRAPPED ALTOGETHER.
source:https://www.flickr.com/photos/shoot-art/

56. A map is not the territory it
represents, but, if correct,
it has a similar structure to
the territory, which
accounts for its usefulness
Alfred Korzybski
56
Models are NEVER going to be THE THING they are representing. They are always be REPRESENTATIONS used to help ARTICULATE a SYSTEM in the most EFFECTIVE
means possible.
source: https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0CAcQjRw&url=http%3A%2F%2Fwww.thecollegehelper.com%2Fcollege-
workout-plan&ei=Im8tVc2vNMzUgwSf64OgCg&bvm=bv.90790515,d.eXY&psig=AFQjCNF0tR1APNtCZN1SvxZku7VjE4cRHA&ust=1429127288706729
source: https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0CAcQjRw&url=http%3A%2F%2Fsteroid-anabolic.com%2Fforum%2Fprofile
%2Fadmin%2F%3Farea%3Dshowposts%3Bsa%3Dtopics%3Bstart%3D400&ei=RW8tVbCpAoO1ggT91oGwBA&bvm=bv.
90790515,d.eXY&psig=AFQjCNF0tR1APNtCZN1SvxZku7VjE4cRHA&ust=1429127288706729

57. Paradox of Cartography:
To present a useful
and truthful picture,
an accurate map must
tell white lies.
57
There is something called the Paradox of Cartography
Which states...
To present a USEFUL and TRUTHFUL picture... an accurate map MUST tell white lies.
Very rarely can you model ALL FACETS of a system with a single model... The MORE COMPLEXITY you show, the narrower your SCOPE needs to be...and
VISA VERSA the MORE SCOPE you include, the LESS COMPLEXITY you can show.
A great example of this is...a map. A map of the United States needs to show FAR LESS DETAIL than a map of Minneapolis, even though all of the SAME
INFORMATION about Minneapolis is STILL TRUE with the United States map, in order to make the larger picture USEFUL, we need to show less detail.
Being able to have a NARROW FOCUS will help AVOID CONFUSION and INACCURACIES...
So keep the focus of your models narrow... and make A LOT OF THEM.

58. All Models Have Limits
58
Create several models
that provide specific
perspectives.
The primary value of differentiating between DIFFERENT KINDS OF MODELS, as we have, is to help DELINEATE the bounds on any single model.
A single model can ONLY DO SO MUCH before we hit DIMINISHING returns, so it is BEST to create SEVERAL models that provide very SPECIFIC PERSPECTIVES rather
than trying to do everything ALL AT ONCE in the SAME SPACE.
DON’T WORRY ABOUT WASTING PAPER!

59. Map out the relationships
between the parts to
better understand
the whole.
59
Joe: This point builds on the first point around START WITH WHAT YOU KNOW... and is useful when you've EXHAUSTED your current knowledge... or
you're just UNSURE of what you know.
Dive deep into the relationships BETWEEN THE PARTS to better understand THE WHOLE.
By exploring how the parts relate to one another... you're TESTING and PUSHING the BOUNDARIES of your overall understanding...
And like all models, if it HOLDS WATER, awesome…If not, THROW IT OUT and move on.

60. Don’t worry about being messy
60
Models are ITERATIVE.
Only AFTER you’ve ARTICULATED your understanding should you BEGIN to clean up the model to make it MORE CLEAR to people OTHER THAN YOU.

61. 61
Ask QUESTIONS until you figure something out.
...or until you're FORCED TO STOP.
There is always more to uncover.
If you can’t ask someone directly, keep a LIST OF QUESTIONS and assumptions that can be VETTED later.
flickr: dullhunk

62. 62
Activity!
Things are getting harder
45 minutes to model independently
7 minutes per person to share with neighbor
These are notes taken by a colleague and handed to you at the start of a project. You want to prepare for your first meeting with the client by getting a good picture of
their world.
Website suuuuuuper out of date. The university/hospital is low on staff and the web hosting system is antiquated. Changes have to be submitted through a certain
process and changes can only be made by a small group of people. The visuals are old. The content is old. Don’t use the website as main source of information.
When sharing: Remember you partner read the same information you did. Start by sharing your process - what big divisions & connections did you make. Explain how
what you discovered, how you now see the world.

63. • Organize what you know and look for patterns
• Take nothing for granted
• Keep things flexible
• Create a representative view, not a perfect view
• Create lots of small models
• When you get stuck, focus on the relationships between the parts
• Don’t worry about being messy or starting over
• Keep track of questions and assumptions
63
Up during activity

64. 64
Sharing your Understanding
Models are helpful for articulating our understanding, but they’re also great tools for collaboration.

65. Others can
benefit
from our
models too
65
Models are an effective way to SHARE UNDERSTANDING of a system AMONGST individuals
- WE LEARN about a system through the act of CREATING the model
- OTHERS CAN LEARN by VALIDATING and aligning the system, AS EXPRESSED in the model, to THEIR OWN understanding.
- When YOU DON’T KNOW MUCH, collaborating over a model you whipped together can be the PERFECT TOOL to get at the conversations you need to have with your
stakeholders.
All the BENEFITS of modeling for your OWN UNDERSTANDING can be seen when we share our models with others.
But there are also BENEFITS we see a lot more WHEN WE SHARE our models.

66. Prioritize a
focus and Align
on strategic
direction
66
Models help us PRIORITIZE and ALIGN ON DIRECTION
Because even when people EXPERIENCE the SAME THINGS, they experience them IN DIFFERENT WAYS.
Modeling can help individuals WORK OUT any differences and get to a SHARED UNDERSTANDING.

67. Identify and
confront
assumptions
67
Models help us point out any elephants that might be in the room by making them UNAVOIDABLE.
What one person might be ASSUMING, another person might have a CONCRETE ANSWER for. If we INCLUDE assumptions in our models we can ENSURE they aren’t
JUST IN OUR HEADS.
source: http://images.clipartpanda.com/indian-elephant-drawing-elephant-drawing-25423-hd-wallpapers.jpg

68. Keep participants on the same page
68
And it keeps those involved as ACTIVE PARTICIPANTS rather than PASSIVE OBSERVERS…
modeling FOSTERS COLLABORATION by allowing thoughts to be expressed WITH PICTURES before an individual’s understanding has MATURED ENOUGH to where it
can be EXPRESSED WITH WORDS.
Without modeling, the MOST COMMON place to use pictures in our line of work is INTERFACES; and that is NOT THE KIND of place we want to be FIGURING OUT
HOW a system works.
source: https://www.flickr.com/photos/pmillera4/9451514604

69. Making Models More Shareable
69
Here are some practical steps we can take to make our models more sharable.

70. Clarity Matters
70
Clarity Matters
- Make sure you’re not DOING TOO MUCH in any given model
- If you’re having a HARD TIME making something CLEAR, there is a good chance you’re DOING TOO MUCH in a single space and need to PARE DOWN what you’re
including.
source: https://www.flickr.com/photos/jacqtai/

71. Set the Stage
71
Provide a CLEAR FRAMING for what a model is illustrating.
- What are the GOALS of the model?
- Something as simple as a TITLE can set the stage, but sometimes a PARAGRAPH is needed to explain the CONTEXT OUTSIDE of the model.
souce: https://www.flickr.com/photos/juska/

72. Know Your
Audience & Objective
72
Know your AUDIENCE & OBJECTIVE
Are you sharing this model for the purpose of COLLABORATION and VALIDATION?
or are you sharing it as a PRESENTATION and method for PRESERVATION?

73. Make it Look Good
(maybe?)
73
A great example of where it is critical to KNOW YOUR AUDIENCE is in determining how to make the MODEL LOOK.
Making a model look TOO GOOD and polished will INHIBIT collaboration because it will LOOK COMPLETE.
However, a polished and highly-tweaked model is often BETTER SUITED to clearly articulating a certain POINT and PERSPECTIVE on its own.
It is important to STRIKE the right BALANCE for your situation.
source: https://www.flickr.com/photos/heartlover1717/

74. 74
Activity!
Sharing is the Goal
20 minutes to work independently
10 minutes 1 person per table share their model and then discuss

75. • Make sure you’re not doing too much
• Provide a clear framing of what the model is doing
• Collaboration and Validation or Presentation and Preservation
• Make it look good enough for what you’re trying to achieve
75
Take your model from earlier and adapt it to be more
shareable in a collaborative environment.
up during activity

76. Modeling:
Not just for breakfast anymore
76
- Modeling makes both small and big things clear
- Models aren’t only useful for big messy things
- Anything can be modeled, everything should be modeled
You know this now. You’ve modeled getting coffee, you’ve modeled higher ed, you are ready to model everything. But we just wanted to take a second here at the end to
remind you that this activity can really be a part of everything you do. Here’s an example.
Doesn’t have to be big and complex
Modeling is always helpful
Model EVERYTHING

77. Example: High-level Model of Sale
77
SALE PRICE
RETAIL PRICE
MEN WOMEN PETITE JEWELRY
&
ACCESS
ORIES
SHOES FACTORY
STORE
BABY
I gave myself a scenario and whipped up this model
Scenario: My company has been hired to just do Banana Republic’s sale pages. I have just been asked to join the team and have 30 minutes to prepare. I read over
navigated to the site.
Looking at the header and the sale in-page navigation, it was apparent that the sale structure varies from the rest of the site. A quick model shows that women’s sizes are
inconsistent across the 2 areas and baby only appears in sale.
You could write down these 2 notes and ask about them during the meeting. But what questions have you missed in your mad-dash to prepare? Perhaps this model can
prompt the client to share more inconsistencies and the reasons behind them.
When you don’t know much, collaborating over a model you whipped together can be the perfect tool to get at the conversations you need to have with your
stakeholders.

78. 78
• Modeling is a kind of making: it’s
the craft of understanding.
• It can work at many levels of
fidelity, from abstract to specific.
• You can do it whenever, to figure
out big / complex concepts.
Practical
Modeling

79. 79
THANK