A down & dirty way to get some direction for your next project via interviews, task combing and collaborative feature mapping.
Based on and informed by the Mental Model methodology created by Indi Young.
Presented at Midwest UX 2011 by Vince Frantz (@vincefrantz on Twitter) and Eric Wiley (@ericwiley).
3. What’s in a Urges
Motivations = Tasks
Mental Model? Beliefs
Mental Space Mental Map
[Goal or intent]
Related Group of... Need New Building to be Get New Glass and Glazing Remedy a problem with my building Get Professional Building A
Goals,...
Green Inspection
Repair visible damage
...thoughts,
and...
Repair
Locate source of Damaged
...behaviors.
problem Parapets
Make it safe Improve performance Get it solved
Repair Ice Stop water from Need an accurate
of existing building Damage coming in inspection
Need to build a "Green" Need LEED certified Need water
Satisfy Tenant Not sure what I Don't want
building problem fixed
Complaints Clean exterior Make it more
need to do
Mortar falling "extras"
efficient out
Last guy Understand
Want help with unique Get new windows Remove Graffiti
Want to save Need to Get Exterior Doors Need Green Windows Make it safe Replace HVAC Find the Mortar falling already did what I am
Need Access to
ces for each task energy execute LEED windows for tenants problem out work but it still Building
Want it done right this leaks
buying
core & shell
time
Use Recycled Want to save Need to get Why is my Get better Need photos
Want a Want LEED Need custom Need new Get Revolving Make it safe Clean exterior Don't want to Cracked
Material Get New Storefront money on problem fixed inspection of high
sustainable certified windows windows Get curtain wall Doors for workers
heating and fix it again exterior building still
elevation
building project leaking
cooling
Something is
Want to use Need historical Need New Need someone Bricks eroded Want a water- Need to know Need to know
Want LEED Need windows Need curtain Get Swing Meet energy Improve Determine if it Want better broke and
recycled replacement Storefront to do it tight structure exact project what is behind
accredited replaced wall Doors savings working can be thermal don't know
material windows correctly scope exterior
professional benchmarks conditions cleaned performance why
Consultant Thermal Value, Thermal Value, Building Problem: Building
LEED Call a Contractor Store Front Store Front Building Problems Inspection key to Inspection
Relationships Efficiency. Efficiency. Photo Upload Inspection Do I have a Problems.
Professional Renovation Approved. not re-doing it.
problem?
Access,
Hands-on
Inspection technology,
Shell Package, Store Front Schedule a visit, Example Project: Example Projects, inspection.
Call an Architect Cleaning Report equipment
Thermal Value Funding Not sales. HVAC Schools. Multi-contractors Report and
Documentation
Project Engineering, Store Front Saves Time.
Coordination, Consulting, Examples, Tell us about Enviro-friendly Energy Efficiency Technology, Tell us about your Documentation,
Quality Product Research. Kamm's problem. solution Program Infra-red camera problem. Scope, Detailed
Renovation Report
Specialists Schedule a Visit Life safety factor Graffiti Removal HVAC Partners Schedule a visit. Get Control.
Understand what
is wrong first.
Coordination. Project Profiles,
Example Project:
First Merit Case with Architects Example Projects
N.City Building
Study
Example Reports
4. Remedy a problem with my building
Audience for a
building restorationdamage
Repair visible
and construction
Repair
contractor.
Locate source of
problem
Damaged
Parapets
Get it solved Stop wat
Make it safe Improve performance Repair Ice
of existing building Damage comin
Need
Satisfy Tenant Not sure what I proble
Complaints Clean exterior Make it more
need to do
Mortar falling
efficient out
Last
Make it safe Remove Graffiti Find the
Replace HVAC Mortar falling alrea
for tenants problem out work bu
Want it done right this lea
time
Clean exterior Want to save Need to get Cracked Why
Make it safe Don't want to
money on problem fixed exterior buildin
for workers fix it again
heating and leak
cooling
Something is
Improve Determine if it Want better Need someone broke and Bricks eroded Want a
working can be thermal to do it don't know tight st
conditions cleaned performance correctly why
Building Problem: Building
Building Problems Inspection key to
Photo Upload Inspection Do I have a Problems.
not re-doing it.
problem?
Hands-on
Schedule a visit, Example Project: Example Projects, inspection. Inspection
Cleaning Report
Not sales. HVAC Schools. Multi-contractors Report and
Documentation
Tell us about Enviro-friendly Energy Efficiency Technology, Tell us about your
problem. solution Infra-red camera problem.
5. Remedy a problem with my building
Repair visible damage
Repair
Locate source of Damaged
problem Parapets
Get it solved Stop wat
Make it safe Improve performance Repair Ice
of existing building Damage comin
Need
Satisfy Tenant Not sure what I proble
Tasks/Urges
Complaints Clean exterior Make it more
need to do
Mortar falling
efficient out
Last
Make it safe Remove Graffiti Find the
Replace HVAC Mortar falling alrea
for tenants problem out work bu
Want it done right this lea
time
Clean exterior Want to save Need to get Cracked Why
Make it safe Don't want to
money on problem fixed exterior buildin
for workers fix it again
heating and leak
cooling
Something is
Improve Determine if it Want better Need someone broke and Bricks eroded Want a
working can be thermal to do it don't know tight st
conditions cleaned performance correctly why
Building Problem: Building
Building Problems Inspection key to
Photo Upload Inspection Do I have a Problems.
not re-doing it.
problem?
Features &
Hands-on
Schedule a visit,
Schedule a visit, Example Project: Example Projects, inspection. Inspection
Not sales. Cleaning Report
Not sales. HVAC Schools. Multi-contractors Report and
Documentation
Content
Tell us about Enviro-friendly Energy Efficiency Technology, Tell us about your
problem. solution Infra-red camera problem.
6. Remedy a problem with my building
Remedy
a problem with my building
building
Repair visible damage
Repair visible damage
Repair visible damage
Repair
Repair
Locate source of
Locate source of Repair
Damaged
Damaged
Locate source of
problem
problem Damaged
Parapets
Parapets
problem Parapets
Get it it solved
Get solved Stop w
Stop wat
Make it safe Improve performance
Improve performance Get it solved Repair Ice
Repair Ice
Make it safe Improve performance Repair Ice Stop water fr
of existing building
of existing building Damage
Damage com
comin
of existing building Damage coming in
Nee
Need
Satisfy Tenant Not sure what I I
Not sure what Need water
prob
proble
Tasks/Urges
Satisfy Tenant
Complaints Clean exterior
Clean exterior Make ititmore
Make more Not sure what do
need I
need toto do
Mortar falling
Mortar falling
problem fixe
Complaints Clean exterior Makeefficient
it more
efficient need to do
Mortar falling
outout
efficient out
LastLa
Make it safe Remove Graffiti
Remove Graffiti Find the
Find the Last guy
Make it safe Remove Graffiti Replace HVAC
Replace HVAC Find the Mortar falling
Mortar falling alre
alrea
for tenants Replace HVAC problem
problem Mortar falling already did
problem outout work
work bu
Want it done right thisthis
Want it done right
Want it done right this
for tenants out work but it st
lea
leaks
time
time
time
Need to get
Make it safe Clean exterior
Clean exterior Want to save
Want to save
Want to save NeedNeed to get
to get Cracked
Cracked WhyWh
Make it safe Clean exterior
money onon
money on
money Don't want to to
Don't want to
Don't want problem fixed
problem fixed fixed
problem Cracked Why is my
buildin
for workers
for workers heating and
heating and
fix it again
fix itfix it again
again
exterior
exterior
exterior building buil
still
heating and leak
leaking le
cooling
cooling
cooling
Something is isis
Something
Something
Improve
Improve Determine ifif it
Determine it it
Determine if Want better
Want better
Want better
Need someone
Need someone
Need someone broke and
brokebroke and
and Bricks eroded
Bricks Bricks eroded
eroded Want Want a
Wan
a wate
can be
can be thermal to do it
to do itdo it
to don't know tight st
tight
working
working can be thermal
thermal don't don't know
know tight structur
cleaned correctly
correctly
conditions
conditions cleaned
cleaned performance
performance
performance correctly whywhywhy
Building Problem:
Building Problem:
Building Problem: Building
Building
Building
Building Problems
Problems Inspection keykeyto
Inspection to
Inspection key to
Photo Upload
Photo Upload
Photo Upload Inspection
Inspection
Inspection DoDo I I have a
IDo have a
have a Problems.
Problems.
Problems.
notnotre-doing it.
re-doing it.
not re-doing it.
problem?
problem?
problem?
Features &
Hands-on
Hands-on
Hands-on
Schedule a visit,
Schedule a visit, Example Project:
Example Project: Example Projects,
Example Projects, inspection.
inspection. Inspection
Inspection
Inspection
Schedule a visit, Cleaning Report
Cleaning Report Example Project: Example Projects, inspection.
Not sales.
Not sales. Cleaning Report HVAC Schools.
HVAC Schools. Multi-contractors
Multi-contractors Report and
Report and
Not sales. HVAC Schools. Multi-contractors Report and
Documentation
Documentation
Documentation
Content
Tell us about
Tell us about Enviro-friendly
Enviro-friendly Energy Efficiency Technology,
Technology, Tell Tellabout youryour
us us about
Tell us about
problem. Enviro-friendly
solution Energy Efficiency
Energy Efficiency Technology,
Infra-red camera Tell us about your
problem.
problem.
problem. solution
solution Program Infra-red camera
Infra-red camera problem.
problem.
7. Remedy a problem with my building
Remedy a problem with my building
Repair visible damage
Repair visible damage
Repair
Locate source of
Make it safe Improve performance Locate source of
problem
Repair
Damaged
Damaged
Parapets
problem Parapets
of existing building Get it solved Stop wat
Make it safe Improve performance Get it solved Repair Ice
Stop water fr
Make it safe Improve performance Repair Ice
Damage comin
of existing building Damage coming in
of existing building
Satisfy Tenant Need
Satisfy Tenant
Clean exteriormore Make it more Not sure what I Need water
proble
Tasks/Urges
Complaints
Satisfy Tenant
Complaints Clean exterior Make it more Not sure what do
need to I
Mortar falling
problem fixe
Clean exterior Make it Mortar falling
Complaints efficient
efficient efficient need to do
out
out
Last
Make it safe Remove Graffiti Find the Last guy
Make it safe Remove Graffiti Replace HVAC Find the Mortar falling alrea
for tenants Replace HVAC problem Mortar falling already did
problem out work bu
for tenants Want it done right this out work but it st
Make it safe Remove Graffiti Want it done right this leaks
lea
time
time Replace HVAC
for tenants
Make it safe
Make it safe
for workers
Clean exterior
Clean exterior
Want to save
Want to save
money onon
money Don't want to to
Don't want
fix it again
Need to get
Need to get
problem fixed
problem fixed
Want it done right this
Cracked
Cracked
exterior
Why
Why is my
buildin
building still
for workers heating and fix it again exterior
heating and
cooling
cooling time leakingleak
Something is is
Something
Improve
Improve Determine ifif it
Determine it Want better
Want better
Need someone
Want to save
Need someone broke and and
broke Bricks eroded
Bricks eroded Want Want a
a wate
Make it safe
working
working
can be
can be Clean exterior thermal
thermal to do it it
to do don't know
don't know Don't want to tight st
tight structur
conditions
conditions
cleaned
cleaned performance
performance correctly money on
correctly
whywhy
for workers fix it again
heating and
cooling
Improve Determine if it Want better Need someone
working can be thermal to do it
conditions cleaned performance correctly
Building Problem:
Building Problem: Building
Building
Building Problems
Problems Inspection key to to
Inspection key
Photo Upload
Photo Upload Inspection
Inspection DoDo I have a
I have a Problems.
Problems.
not re-doing it. it.
not re-doing
problem?
problem?
Features &
Hands-on
Hands-on
Schedule a visit,
Schedule a visit, Example Project:
Example Project: Example Projects,
Example Projects, inspection.
inspection. Inspection
Inspection
Cleaning Report
Cleaning Report
Not sales.
Not sales. HVAC Schools.
HVAC Schools. Multi-contractors
Multi-contractors Report and
Report and
Documentation
Documentation
Content
Tell us about
Tell us about Enviro-friendly
Enviro-friendly Energy Efficiency Technology,
Technology, Tell Tellabout youryour
us us about
problem. solution Energy Efficiency Infra-red camera problem.
problem. solution Program Infra-red camera Inspection key to problem.
8. Satisfy Tenant
Clean exterior Make it more
Remedy a problem with my building
Complaints
efficient
Make it safe Remove Graffiti
Replace HVAC
for tenants Repair visible damage
Want it done right this
time Repair
Locate source of
Make it safe Improve to save
Want performance problem
Damaged
Parapets
Make it safe Clean exterior Don't want to
for workers
of existing building
money on
Get it solved fix it again Ice Stop wat
Make it safe Improve performance heating and Repair
of existing building Damage comin
cooling
Satisfy Tenant Need
Satisfy Tenant
Clean exteriorit more Make it more Not sure what I proble
Tasks/Urges
Complaints
Complaints Clean exterior Make
need to do Need
Mortar falling
someone
Improve Determine if it efficient Want better
efficient out
working can be thermal to do it
conditions Remove Graffiti cleaned performance correctly Last
Make it safe Replace HVAC Find the Mortar falling alrea
for tenants problem out work bu
Want it done right this
Make it safe Remove Graffiti lea
time
Replace HVAC
for tenants
Make it safe
for workers
Clean exterior Want to save
money on Don't want to
fix it again
Need to get
problem fixed Want it done right this
Cracked
exterior
Why
buildin
heating and
cooling time leak
Something is
Need someone Bricks eroded Want a
Improve Determine if it Want better
Clean exterior Want to save broke and
tight st
Make it safe
working can be thermal to do it don't know
Don't want to
conditions cleaned performance money on
correctly why
for workers fix it again
heating and
cooling
Bu
Improve
Building Problems Determine if it Want better Inspection someone
Need key to
Photo Upload Inspection
working can be thermal not re-doing it
to do it.
conditions cleaned performance correctly
Building Problem: Building
Building Problems Inspection key to
Photo Upload Inspection Do I have a Problems.
not re-doing it.
problem?
Features &
Hands-on
Schedule aavisit,
Schedule visit, Example Project: Example Projects, Inspection
Cleaning
Cleaning Report Report Project:
Example Example Projects, inspection.
Not sales.
Not sales. HVAC Schools. HVAC Schools.
Multi-contractors Report and Multi-contractors
Documentation
D
Content
Tell us about Enviro-friendly Energy Efficiency Technology, Tell us about your
problem. solution Infra-red camera Inspection key to problem.
9. Indi Young
Photo by Martin Kliehm
Developed Mental Model methodology.
Wrote the book about it:
MENTAL MODELS
Aligning Design Strategy with Human
Behavior
Rosenfeld Media
Rosenfeld Media
10. Q: Why?
A: Strategy.
Get the team on the same side of the table.
15. If things are vague
“build it!” + “build what?” = Vague
16. Full Fast
Calendar Days 12 weeks 1-2 weeks
Scope Death Star Tie Fighter
Interviewees Users In-Organization
People 2 or more 1-2
Shelf Life 5-10 years ~ 3 years
Reduce Risk $$$$ $$
35. Analyze
"Make sure my facade is safe for customers and
don’t lose business while it’s being repaired."
• ensure customer safety
• don’t lose money
• keep my business open
\nMake it safe => Schedule a visit\n\nRemove Graffiti => Photo Upload\n
\nMake it safe => Schedule a visit\n\nRemove Graffiti => Photo Upload\n
\nMake it safe => Schedule a visit\n\nRemove Graffiti => Photo Upload\n
\nMake it safe => Schedule a visit\n\nRemove Graffiti => Photo Upload\n
\n
Competing theories within organization. \nPotential landmines. \nFurther ramifications “Now all our marketing needs fixed”\n\n
Sometimes we find that the strategy table doesn’t even exist.\nOpportunity to define strategy not only from product or web but also for the whole organization.\nInnovation comes from constant overturning of the norms.\n\n
info architecture\nNo content? No content strategy?\ninteraction design for mental model\n\n
ideas come later\nuser feedback makes more sense\nBring others up to speed\n\n
Relationship, New Job\nNew Domain\nMy Awesome Product\n
\n
\n
Goal: Simplify the key phases\nReal world example, but generic process\n\n\n
Build hospitals, modern commercial buildings. \n Restore architectural landmarks.\n Architectural historian, Repellers\n Sure they need a web site\n Also need message\n\n
They want owners of real estate portfolios to come to them for everything.\n
Make record of everything ever written about that company.\n\n
\n
\n
People who solve problems for the customers.\n\n
People who have direct contact with the target audience.\n\n
RECORD\nso you can stay engaged with the conversation.\nGuide the story.\nTake notes for topics you want to go back to.\n\n
What are they thinking before they make the action? \nwho what where when how\nGUIDE the conversation\nWhat is the story the customer told you was the reason they called?\n\n
This is our user. \nWe could design to support his behavior right now.\nWithOUT user interviews, or a mental model.\n\nInterviews give root motivation\n
Maybe we could support his behavior BETTER\nIf we find out what his thoughts are before doing the behavior\nThe root of every action.\nEasier to design to the action if you know the reason they’re making that action.\n
Maybe we could support his behavior BETTER\n\nThe root of every action.\nEasier to design to the action if you know the reason they’re making that action.\n\n\n
imagine ourselves in their shoes\ninfer the best solutions for the based on your new perspective.\nNot about asking users what they want.\nNot asking stakeholders what they think users need (necessarily)\nWe’re getting some insight.\n\n
DONE WITH INTERVIEWS\n
OUTLINE SOFTWARE\n* Create rows and columns\n* Drag rows\n\nGoogle Spreadsheet\nExcel\nNumbers\nOmni Outliner\n
We’re combing for Verb+Noun entities\n
What are they trying to achieve?\n\nWhat are they trying to do?\n\nWhat end result do they wish to see?\n
Motivation: Keep my business open\n\n\n
Atomize sentences.\n\nOmniOutliner (I use)\nGoogle Spreadsheet\nExcel/Numbers\nBe able to export to XML (script or built in)\nBe able to Drag / rearrange rows\n\n
Developed Core Atomic Task List \nStart Grouping.\n
Note when/if task was coming from a particular audience type.\n\nMore Voices on same task, more likely you are going to want to build for them.\n\n
\n
And give them a title.\n\nBe able to drag and create rows\n
Group similar tasks, \ngive them a name. \nsummary of the behavior you will support (or not)\nKey Feature: Being able to drag a row\n
Give THEM a title\n\nTiger blood\nDONE with the hardest part.\nCould stop here and use it for content strategy.\nYou have your raw personas\nYou have tons of ideas for content\nDo you see how?\n
\n\n
DONE WITH INTERVIEWS\n
Putting our outline into a different format\n\nEasy visualization.\nBetter format for collaboration\n\nAlign support\n\n
We use \n\nIndi Young writes about\n\nAny layout program: \nCustomizable document size\n\n\n\n
This is what we’re doing.\n\nWalk through anatomy of the model.\n\n
Full layout.\nRoom for support below \nKey\nWe’re going to print this out.\n\n\n
Make Towers 2” (post-it width)\n\n\n
Got the behavior done.\nGoal: Print it out, collaborators add post-its for support ideas.\nRemember side project mentioned earlier?\nDon’t have to\nCould Start adding support digitally\nSo when you print it out - it’s already there.\n
Align support\nSupport = Content\nLow hanging fruit\nFrom Content Inventory\nPrime the pump.\n
Stakeholders in the room\nStart Brainstorming Support\nSupport = Content, Features\nSupport = Cross channel! \n\n\n
First Big Payoff\n\n
Filling in support\nMaybe use one color post-it for existing support\nOne for what needs to be built\n\n
Maybe use one color post-it for existing support\nOne for what needs to be built\n\n
Make your document 24” tall\nLeave room for post-its\n\n\n
\n\n
Update digital file with the new support items\nDistribute PDF\n
You’re going to generate more ideas than you could ever build, so prioritize.\nOnce you have your priorities, start \n