innovation with mental models

Indi Young

Innovation is Overrated

Matching Products to Human Behavior

(CC) BY-SA 2007 Indi Young Page 1

Understand Innovation

Model Your Customers

Spend Time with Details


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

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."

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

!


What is a mental model?


Behavior, Philosophy, Feeling


Conceptual Group

(a.k.a. “Tower”)


Mental Space


Ways to support this tower




Spend Time with Details


Moviegoers Mental Model


Watch a Film to Achieve a Mood

Watch a Film to Cure Mood

Watch a Film to Release Tension

Watch a Film to Relax

Have a Date Night

Have a Date Night

Take Family Dependents to a Film

Take Family Dependents to

a Film

Share a Film with Friends

Take Someone to a Film I Like

Screen a Film for Friends

Watch a Film to Learn

Watch a Film to Challenge My

Mind

Watch a Film to See Different

Cultures

Watch Minimalist Films to Meditate

Decide to Watch a Film


Choose a Film


Talk About Films I Want to See

Talk About Films I Want to

See

Look for Trailers Online

Look for Trailers Online

Anticipate a Film

Set Expectations

Read Reviews Regularly

Read the Reviewers I

Respect

Read Compiled Reviews

Read Many Reviews to Get a Consensus

Read Newspaper

Reviews

Read Film Festival Reviews

Read Reviews Out of Curiosity

Look for Film Information

Online

Get Excited about a Film

Read About Films I Want to See

Learn More About a Film


Choose a TheaterChoose a Good

Theater

Choose Clean Theater

Choose Theater with Good Sound

Choose Theater with

Good Projection

Choose Theater w/

Comfortable Seating

Choose Theater with Good Eats

Choose Theater w/

Good Parking

Choose Easy Theater

Choose Multiplex for Familiarity

Choose Central Location to

Meet Friends

Choose Smaller Theater

Choose Smaller

Theater for Aesthetics

Choose Smaller

Theater for the Neighborhood

Choose Smaller

Theater for Eclectic Film

Choose Theater with Big Crowd Energy

Choose Theater with Big Crowd

Energy

Choose Theater Close to Good Restaurants

Choose Theater Close

to Good Restaurants


Choose a Time

Look Up Running Times (Length)

Look Up Running Times

Choose Screening Time

Choose Early Screening

Avoid Early Screening

Choose Later Screening


Go to the Theater

Avoid Being Late to Theater

Avoid Being Late to Theater

Resolve Group Logistics

Schedule a Time with a

Group

Get Tickets for a Group

Meet Group at Theater

Buy Tickets

Buy Tickets in Advance

Avoid Standing in Line to Buy

Tickets

Avoid Buying Tickets Online

because of Surcharges

Buy Concessions

Buy Popcorn

Buy Chocolate

Eat Concessions

Instead of Dinner

Avoid Concessions

Get to Theater


Watch a Film at Home

Rent a Film

Rent if Don’t Feel Like Going

Out

Try Renting through NetFlix

Rent a Film to Save Money

Watch a Film on Projector

Watch a Film on Projector

Watch a Film on DirecTV

Watch a Film on DirecTV

Watch DVD Extras

Watch DVD w/ Commentary

On

Watch Extras on DVD

Avoid Extras on DVD

Make Popcorn

Make Popcorn


Eat Dinner

Eat Dinner

Eat Dinner Before Film

Eat Dinner After Film

Eat Lunch Before a Film

Eat Dinner with a Companion/

Date

Decide When to Eat Dinner

Decide When to Eat Dinner

Make Reservations

Make Reservations

Skip Dinner

Skip Dinner

Get to Restaurant


Watch the Film


Identify with a Film


Interact with People About the Film

Discuss the Film Afterward

Go Somewhere to Sit and

Discuss Film

Discuss Film Afterwards

Learn Craft from

Discussion of Unusual Points

Discuss Interpretation of

Book

Ask Strangers Their Opinion After a Film

Avoid Discussions

Recommend a Film

Write a Review

Recommend a Film when

Asked


Follow the Industry


Collect Film-Related Stuff

Collect Toys

Collect Film Artwork

Save Tickets in Scrapbook Get the DVD

Get DVDs as Gifts

Buy Special DVDs

Watch a Film Multiple Times

Watch Film Multiple Times

Watch DVDs I Own More than

Once

DVD Release Dates



www.movieposter.com



Collect Toys



Get DVDs as Gifts

Buy Special DVDs




Once

DVD Release Dates



actual tux from the movie

stormtrooper and scout costumes



Collect Toys



Get DVDs as Gifts

Buy Special DVDs




Once

DVD Release Dates



the-write-bunch.blogspot.com

www.verymarkmccormick.com


Look for Certain Qualities

Choose Film for the Story

Choose Blockbusters

Choose Quality Films

Choose Serious Films

Choose Self-Deprecating

Films

Choose Films by Director

Choose Eclectic Films

Choose Familiar Films

Choose Film of Country I’ve

Been To

Choose Film Because I’ve Read Book Watch a Certain

Genre in Winter

Watch a Certain Genre

in Winter

Include Random Film Choices

Choose a Variety of Films

See Whats Playing to

Choose Film

What’s Playing Today (by location)

What’s Playing Today (by location)

What’s Playing (by location)

What’s Playing (by location)

What’s Playing Today (by title)

What’s Playing (by title)

Film List (by genre)

Film List (by related films)

Choose a Film


Opportunities to Pursue

Seasonal SuggestionsValentine RomancesJuly PatriotismHalloween HorrorVisit Family with Musicals



Collect Toys



Get DVDs as Gifts

Buy Special DVDs




Once

DVD Release Dates



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

Releases1982 25-Jun – Theater Release1992 11-Sep – Director’s Cut Release2007 29-Sep – Final Cut Release2007 05-Dec – DVD Release

Earnings

Press

Airplane II

Barbarosa

Cat People

Dead Men Don’t Wear Plaid


Releases1982 25-Jun – Theater Release1992 11-Sep – Director’s Cut Release2007 29-Sep – Final Cut Release2007 05-Dec – DVD Release

Earnings

Press

Airplane II

Barbarosa

Cat People

Dead Men Don’t Wear Plaid


Buy Tickets

Buy Tickets in Advance

Avoid Standing in Line to Buy

Tickets

Avoid Buying Tickets Online

because of Surcharges

Buy Concessions

Buy Popcorn

Buy Chocolate

Eat Concessions

Instead of Dinner

Avoid Concessions

My Favorite Theaters List

Get to Theater

Map to Theater

Driving Directions to

Theater

Parking Directions for

Theater

Buy Tickets

Is It Sold Out?

Is There a Line?

Go to the Theater

Make Reservations

Make Reservations

Local Restaurant

Links

Get to Restaurant

Eat Dinner


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


Rafael TheaterSabor of Spain

Parking Garage

Parking Garage

Il David

Mezzo Mezzo

Parking Lot

Cinecita

++

+

+ +


Watch the Film

Ignore Other People/Immerse Myself

Avoid People So I Can

Concentrate

Immerse Myself in a Film

Watch Certain DVDs Alone

Attend Films Alone

Compare Film to Book

Get Nitpicky About

Interpretation

Anticipate Scenes from

Book Comment on Film During Screening

Comment on Film During Screening

Look for Jokes/References


Admire Craft of the Film

Admire Craft of Film

Admire Craft of Screenplay

Look for Choreography,

Stunts


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

Avoid People So I Can

Concentrate

Immerse Myself in a Film

Watch Certain DVDs Alone

Attend Films Alone

Compare Film to Book

Get Nitpicky About

Interpretation

Anticipate Scenes from

Book Comment on Film During Screening

Comment on Film During Screening



Admire Craft of the Film

Admire Craft of Film

Admire Craft of Screenplay

Look for Choreography,

Stunts


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

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

After touching the Sword of Elendil Sean Bean says, "Still

Sharpe."


Consider Whether to Respond to an

Approach

Converse Anyway to Find

Out More

Read Next Email Before Responding

Appear Disinterested

Until I Am Sure of My Feelings

Consider Whether to

Respond to an Approach

Let Someone Know I'm Interested

Let Someone Know I'm

Interested by Sending Email

Respond Politely to

Email

Be Subtle With My Interest So He'll Pursue

Me

Talk More and More

Exchange Non-Verbal

Communication

Flirt Around with Someone

See if Someone is Interested in Me

Get a Response from an Ice Breaker

Online

Watch Her Body Language

For Sign of Interest

Figure Out How to Handle an Attraction

Consider Whether I Should Act On My

Attraction to Someone

Wonder if Guy in Other State

will Move Closer

Think It's Ok to Date Someone At Work If You Work Indirectly

Be Unsure If I Want to Pursue

Someone I Work With

Struggle With My Attraction to

Someone


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

Check If My Pace is Off

Check My Pace on Watch

Calculate Pace

Check Watch for Time So Far

Guess at Distance So

Far

Figure Out Why Pace Might Be Off

Assume I Need Fuel

Assume I Didn't Get Enough Sleep Last

Night

Blame the Course

Remember My Workout

Yesterday

Wonder if I'm Getting Sick


Keep Myself Fueled

Keep on Top of My Hydration

Keep on top of My Nutrition

Drink

Look for Water Source

Refill My Water Bottle

Time My Intake of Nutrition

Try to Give Myself Small

Doses Steadily

Make Sure I Don’t Litter Gel

Package

Struggle with Gel Package

Feel Dizzy

Start to Feel 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

Go Somewhere New

Enjoy Being Outdoors

Feel Spiritual

Feel Bored by Same Old

Route

Decide to Go Somewhere

New

Follow that Trail I Always Wanted To

Follow

Review Trail Map Before I

Leave

Get Scared Running When

It Gets Dark

Ask Other People How to

Get Somewhere

Believe I Know the Area Pretty

Well

Feel Runner’s High


Keep My Brain Occupied

Focus on Scenery

Watch the Trail for Roots,

Rocks

Feel Amazed by the Colors

Watch the Wildlife

Think About Things

Wish I Could Write Email

While Running

List Things to Do

Try to Avoid Angry Feelings

Ponder Relationships

Think About Decisions I

Need to Make

Talk to Running Companion

Talk to Running Companion

Practice Singing

Practice Singing

Listen to Music

Skip Song with Slow Rhythm

Turn Volume Down When I

Interact w/Someone

Feel Energized by Music

Experience an Epiphany


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: [email protected]

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