mental modelling for content work (confab london 2013)

51
MENTAL MODELLING FOR CONTENT WORK @danieleizans | #ConfabUK DANIEL EIZANS CONFAB LONDON | 25.3.2013 Monday, March 25, 2013

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We typically use mental models when we’re starting to brainstorm a design, but why stop there? We can also use them to inform story mapping, content planning, and long-term governance of digital systems over time. This talk presents an alternative (or extension) to the traditional mental model by focusing on different aspects of the digital experience.

TRANSCRIPT

Page 1: Mental Modelling For Content Work (Confab London 2013)

MENTAL MODELLING FOR CONTENT WORK

@danieleizans | #ConfabUK

DANIEL EIZANSCONFAB LONDON | 25.3.2013

Monday, March 25, 2013

Page 2: Mental Modelling For Content Work (Confab London 2013)

http://www.flickr.com/photos/ryanprince1974/7417131586/

Let’s talk about patterns

@danieleizans | #ConfabUKhttp://www.flickr.com/photos/ryanprince1974/7417131586/

Monday, March 25, 2013

Page 3: Mental Modelling For Content Work (Confab London 2013)

http://www.flickr.com/photos/taylar/3629890327/ @danieleizans | #ConfabUK

Let’s talk about patterns

Monday, March 25, 2013

Page 4: Mental Modelling For Content Work (Confab London 2013)

For people, it gets tricky

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 5: Mental Modelling For Content Work (Confab London 2013)

Fragmentation and distraction are the new reality

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 6: Mental Modelling For Content Work (Confab London 2013)

Foundational workflows and patterns are failing us

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 7: Mental Modelling For Content Work (Confab London 2013)

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 8: Mental Modelling For Content Work (Confab London 2013)

These are problems we can solve

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 9: Mental Modelling For Content Work (Confab London 2013)

http://www.rexfeatures.com/search/?kw=lego+italy&iso=GBR&lkw=lego&viah=Y&stk=N&sft=&search_action=# @danieleizans | #ConfabUK

Monday, March 25, 2013

Page 10: Mental Modelling For Content Work (Confab London 2013)

We can find clarity in patterns

=

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 11: Mental Modelling For Content Work (Confab London 2013)

We can model mental processes

@danieleizans | #ConfabUK

chat with a counsellor

EXPLORE OPTIONS

understand federal aid

am I eligible?

what are my financial impacts?

PLAN & IMMERSE OVERCOME FEAR TAKE ACTION

are there different kinds of federal

aid?

apply for aid

how do I apply?

what forms do I need?

what education do I need to apply?

what happens after I apply?

understand repayment

understand private aid

what are my financial impacts?

understand student aid

what is a grant?

what is a loan?

what is a scholarship?

can I apply for admittance

without aid?

what are the payment

schedules?

can i postpone repayment?

what happens if i miss a payment?

self assesment

what tests do I need to take?

repayment calculators

chat with a counsellor

account management

what colleges should I apply to?

how often do I have to apply for

aid?

identify with others

am I eligible?

how does private aid differ from

federal aid?

apply for financial aid/pin

what are my application

options?

how soon do I need to apply?

get answers

decision tree process

online application

aren't most students in their

20s?

can you go back to school and still be

a good parent?

will I still be able to work?

new student checklists

adult student testimonials

read/create forum topics

'getting started' materials

adult student testimonials

overview content

overview content contact forms

online application

connect to representative

plan examples

when do I start repaying?

how long will it take?

who has to pay if I die?

who has to pay if I die?

outreach services

testimonials and timelines

checklists and overview

create accountoverview content

Monday, March 25, 2013

Page 12: Mental Modelling For Content Work (Confab London 2013)

The model vs. the map

@danieleizans | #ConfabUKDiagrams: Copyright Rosenfeld Media (CC BY-SA 2.0)

Monday, March 25, 2013

Page 14: Mental Modelling For Content Work (Confab London 2013)

These are bad

@danieleizans | #ConfabUKhttp://commons.wikimedia.org/wiki/File:Spiral_aloe.jpg

Information Architect (mental modelling)

Monday, March 25, 2013

Page 15: Mental Modelling For Content Work (Confab London 2013)

These are bad

@danieleizans | #ConfabUKhttp://commons.wikimedia.org/wiki/File:Spiral_aloe.jpg

Content Mapping

Information Architect (mental modelling)

Monday, March 25, 2013

Page 16: Mental Modelling For Content Work (Confab London 2013)

Start with contextual inquiry

@danieleizans | #ConfabUK

Interview(Influenced by Designer/Strategist)

Contextual Inquiry(Influenced by designer, user and strategist)

Observation(Influenced by end user)

Monday, March 25, 2013

Page 17: Mental Modelling For Content Work (Confab London 2013)

Elements of context

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 18: Mental Modelling For Content Work (Confab London 2013)

Elements of context

@danieleizans | #ConfabUK

BEHAVIOR

Monday, March 25, 2013

Page 19: Mental Modelling For Content Work (Confab London 2013)

Elements of context

@danieleizans | #ConfabUK

BEHAVIOR SITUATION

Monday, March 25, 2013

Page 20: Mental Modelling For Content Work (Confab London 2013)

Elements of context

@danieleizans | #ConfabUK

ENVIRONMENT

BEHAVIOR SITUATION

Monday, March 25, 2013

Page 21: Mental Modelling For Content Work (Confab London 2013)

Personal-Behavioral context

@danieleizans | #ConfabUK

Emotional

Cognitive

PhysicalDOING

environmental factors, physical activity,

habits, disabilities, preferences, sensory stimuli

LEARNINGcognitive assumptions,

learning ability, education

FEELINGpsychological state, stress

level, desires, wants, needs

CONTEXT DRIVEN PERSONAS}

Monday, March 25, 2013

Page 22: Mental Modelling For Content Work (Confab London 2013)

Personal-Situational context

@danieleizans | #ConfabUK

Situation

Need

NeedNeed

TaskTask

Task

Task

Task

Task

Task

Task

Monday, March 25, 2013

Page 23: Mental Modelling For Content Work (Confab London 2013)

Situational-Behavioral context

@danieleizans | #ConfabUK

Emotional

Cognitive

Physical

Situation

Need

NeedNeed

TaskTask

Task

Task

Task

Task

Task

Task

CONTEXTUAL CONTENT STRATEGY

Monday, March 25, 2013

Page 24: Mental Modelling For Content Work (Confab London 2013)

@danieleizans | #ConfabUK

Start with a hypothesis

OVERCOME FEAR(Via testimonial, Use Cases, Financial

Examples)

PLAN AND IMMERSE(Browse an expert, Understand Tools)

EXPLORE OPTIONS(Browse options and understand

qualifications

TAKE ACTION(Apply for pin, Download Forms,

Contact Advisor)

Monday, March 25, 2013

Page 25: Mental Modelling For Content Work (Confab London 2013)

@danieleizans | #ConfabUK

Interview, inquire and understand

Monday, March 25, 2013

Page 26: Mental Modelling For Content Work (Confab London 2013)

Create hierarchy. Create systems.

@danieleizans | #ConfabUK

chat with a counsellor

EXPLORE OPTIONS

understand federal aid

am I eligible?

what are my financial impacts?

PLAN & IMMERSE OVERCOME FEAR TAKE ACTION

are there different kinds of federal

aid?

apply for aid

how do I apply?

what forms do I need?

what education do I need to apply?

what happens after I apply?

understand repayment

understand private aid

what are my financial impacts?

understand student aid

what is a grant?

what is a loan?

what is a scholarship?

can I apply for admittance

without aid?

what are the payment

schedules?

can i postpone repayment?

what happens if i miss a payment?

self assesment

what tests do I need to take?

repayment calculators

chat with a counsellor

account management

what colleges should I apply to?

how often do I have to apply for

aid?

identify with others

am I eligible?

how does private aid differ from

federal aid?

apply for financial aid/pin

what are my application

options?

how soon do I need to apply?

get answers

decision tree process

online application

aren't most students in their

20s?

can you go back to school and still be

a good parent?

will I still be able to work?

new student checklists

adult student testimonials

read/create forum topics

'getting started' materials

adult student testimonials

overview content

overview content contact forms

online application

connect to representative

plan examples

when do I start repaying?

how long will it take?

who has to pay if I die?

who has to pay if I die?

outreach services

testimonials and timelines

checklists and overview

create accountoverview content

Monday, March 25, 2013

Page 27: Mental Modelling For Content Work (Confab London 2013)

Focus on parts.

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 28: Mental Modelling For Content Work (Confab London 2013)

Focus on parts.

@danieleizans | #ConfabUK

Content Need

Monday, March 25, 2013

Page 29: Mental Modelling For Content Work (Confab London 2013)

Focus on parts.

@danieleizans | #ConfabUK

Content Need

Existing Content

Monday, March 25, 2013

Page 30: Mental Modelling For Content Work (Confab London 2013)

We must look beyond the page.

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 31: Mental Modelling For Content Work (Confab London 2013)

We must look beyond technology.

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 32: Mental Modelling For Content Work (Confab London 2013)

We must look beyond the device.

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 33: Mental Modelling For Content Work (Confab London 2013)

We must look beyond marketing.

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 34: Mental Modelling For Content Work (Confab London 2013)

Prepare for new devices and contexts.

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 35: Mental Modelling For Content Work (Confab London 2013)

A Call To ArmsDesign from the content out!

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 36: Mental Modelling For Content Work (Confab London 2013)

Design for Portability

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 37: Mental Modelling For Content Work (Confab London 2013)

Content is messy.• PURPOSE

What’s the content supposed to accomplish?

• MESSAGEWhat’s it saying? How is it saying it?

• RELATIONSHIPS & STRUCTUREWhat other content is conceptually connected?

• PRIORITIESHow important is it for the business? The user?

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 38: Mental Modelling For Content Work (Confab London 2013)

1. Content types (inventory) 2. Content wireframes 3. Content structure (data model)4. CMS Plan 5. UX/Design 6. Prototype

Making sense of the mess

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 39: Mental Modelling For Content Work (Confab London 2013)

1. Content Type / Persona2. Production Source / Author / Owner3. Original Intent (aka why was it made)4. Content Quality / Score5. Length / Word Count / Size6. Rights

Content Inventory

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 40: Mental Modelling For Content Work (Confab London 2013)

Goal: Understand the whys

Content purpose

Content quality

Content reach

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 41: Mental Modelling For Content Work (Confab London 2013)

1. Logo2. Navigation3. Headline4. Author5. Date6. Related Assets7. Related Badge8. Comments9. Related Articles10. Social Links

Content Wireframe

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 42: Mental Modelling For Content Work (Confab London 2013)

1. Logo2. Navigation3. Headline4. Author5. Date6. Related Assets7. Related Badge8. Comments9. Related Articles10. Social Links

Content Wireframe1

2

34

5 6 7

8

9

10

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 43: Mental Modelling For Content Work (Confab London 2013)

Goal: Understand Hierarchy and Relationships

Feature Article

City

Author BioBusiness

Blog Post

Landmark

Deal Event

Links to Related

Tagged by

Tagged by

Links to Related

Links to Related

Tagged by

Tagged by

Related to

Tagged by

Links to Related

Links to Related

From Sara Wachter-Boettcher“Building Bendable Content” @danieleizans | #ConfabUK

Monday, March 25, 2013

Page 44: Mental Modelling For Content Work (Confab London 2013)

Focus on Structure

By focusing on parts instead of pages, data is portable and able to shift when needed or seen as a competitive advantage.

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 45: Mental Modelling For Content Work (Confab London 2013)

Goal: Create relationships in data

Chunking data appropriately allows it to be nimble and purposed quickly.

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 46: Mental Modelling For Content Work (Confab London 2013)

CMS and Data Modeling

What you see may be what you get, but what you get isnʼt good for content portability.

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 47: Mental Modelling For Content Work (Confab London 2013)

CMS and Data ModelingFields are your friends. They create relationships in the data and allow for scalability and meaning.

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 48: Mental Modelling For Content Work (Confab London 2013)

So this will be like wearing

handcuffs right?

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 49: Mental Modelling For Content Work (Confab London 2013)

Models are like rails for each

new experience

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 50: Mental Modelling For Content Work (Confab London 2013)

Hug it out. Get to work.

@danieleizans | #ConfabUK

Monday, March 25, 2013

Page 51: Mental Modelling For Content Work (Confab London 2013)

Thanks.

> Me (danieleizans.com)

> Work (Team Detroit)

> Passion (Contents Magazine)

> Microthoughts (@danieleizans)

@danieleizans | #ConfabUK

Monday, March 25, 2013