mental models and concept models

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For the Stanford UX for NonDesigners Class

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Page 1: Mental Models and Concept Models

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TODAY’S UXDi Class at General Assembly

Mental Models & Conceptual Models

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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?

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5EXERCISE

DRAW A MAP FOR A

GROCERY STORE

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6EXERCISE

SHARE

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HEADER

USERS HAVE SURPRISING MENTAL MODELS.

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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

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EXERCISE

SHARE

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DOES SAFEWAY SUPPORT YOUR TASKS?

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DOES WHOLE FOODSSUPPORTYOURTASKS?

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DOES AMAZONSUPPORT YOURTASKS?

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DOES TRADER JOESSUPPORT YOURTASKS?

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MENTAL MODELS

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Behavioral Conflicting

Incomplete

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16A GAP ANALYSIS

HOW COULD WE MAKE A

BETTER GROCERY SITE?

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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

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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

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How areas of site interlock

Via Andrew Hinton@inkblurt

Consider conceptual models over sitemaps

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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”

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GOAL

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INVENTORY IDEAS

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UNPACK IDEAS

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41CONSIDER RELATIONSHIPS

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ITERATE

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TEST

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45STUDIO

CREATEMENTAL &

CONCEPTUAL MODELS

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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