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Mental models

000904e756e660e6bb30f8f8bd975beb?s=47 Wouter Walgraeve
February 09, 2013

Mental models

About the mental models and how to deal with them doing UX.

Presentation for the WIAD 2013 - World Information Architecture Day - Genk

000904e756e660e6bb30f8f8bd975beb?s=128

Wouter Walgraeve

February 09, 2013
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  1. MENTAL MODELS #WIAD - WORLD IA DAY 2013 #IA2013GENK -

    FEB 9, 2013 WOUTER WALGRAEVE - NASCOM
  2. HI! I AM WOUTER WALGRAEVE AND I WORK AT NASCOM

  3. I LOVE SCIENCE FICTION

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  6. ASIMOV & THE 3 LAWS OF ROBOTICS

  7. 1 A ROBOT MAY NOT INJURE A HUMAN BEING OR,

    THROUGH INACTION, ALLOW A HUMAN BEING TO COME TO HARM. 2 A ROBOT MUST OBEY THE ORDERS GIVEN TO IT BY HUMAN BEINGS, EXCEPT WHERE SUCH ORDERS WOULD CONFLICT WITH THE FIRST LAW. 3 A ROBOT MUST PROTECT ITS OWN EXISTENCE AS LONG AS SUCH PROTECTION DOES NOT CONFLICT WITH THE FIRST OR SECOND LAWS.
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  9. ASIMOV & THE POSITRONIC BRAIN

  10. AT WIAD 2012, I DID A PRESENTATION ON THE MENTAL

    MODEL OF TIMELINES
  11. THIS TIME, LET’S GO DEEPER AND DISCUSS…

  12. MENTAL MODELING

  13. THE MENTAL MODEL OF A KINDER SURPRISE

  14. WHY DO ATHLETES RUN AROUND THE TRACK COUNTER-CLOCKWISE?

  15. WHAT IS THE ORIGIN OF THE ZEBRA CROSSING?

  16. DO AIRPLANES HAVE KEYS? OR HORNS?

  17. “MENTAL MODELS ARE ESSENTIAL TOOLS ALLOWING US TO NAVIGATE THROUGH

    LIFE”
  18. CUTTING A PIE IS NO PIECE OF CAKE

  19. MATHEMATICS 100%   MENTAL MODELING

  20. IMAGINE A WINDMILL 5 SECONDS

  21. A WINDMILL, 2013

  22. A WINDMILL, A FEW DECADES AGO

  23. A WINDMILL, A FEW DECADES AGO, IN THE STATES

  24. WHAT DIRECTION DO WINDMILLS TURN?

  25. “HOW YOU INTERACT WITH A TECHNOLOGY IS A FUNCTION OF

    YOUR MENTAL MODEL OF THAT TECHNOLOGY”
  26. “SHAKE IT LIKE A POLAROID PICTURE” WRONG MENTAL MODELS CAUSING

    TROUBLE…
  27. GETTING TRAPPED IN A MENTAL MODEL

  28. MENTAL MODELS ARE COMFORTING

  29. ALTHOUGH IT IS SF, ALIENS OFTEN LOOK VERY HUMANOID.

  30. THE UNCANNY VALLEY

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  32. MENTAL MODELS EVOLVE… WHY ARE SPACESHIPS IN SF AERODYNAMIC?

  33. IMAGE A FUTURISTIC VEHICLE

  34. MENTAL MODELS EVOLVE…

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  36. CHARACTERISTICS OF A MENTAL MODEL

  37. MENTAL MODELS ARE SIMILAR IN STRUCTURE TO THE THING OR

    CONCEPT THEY REPRESENT.
  38. MENTAL MODELS ALLOW A PERSON TO PREDICT THE RESULTS OF

    HIS ACTIONS.
  39. MENTAL MODELS ARE SIMPLER THAN THE THING OR CONCEPT THEY

    REPRESENT. THEY INCLUDE ONLY ENOUGH INFORMATION TO ALLOW ACCURATE PREDICTIONS.
  40. MENTAL MODELS INCLUDE WHAT A PERSON THINKS IS TRUE, NOT

    NECESSARILY WHAT IS ACTUALLY TRUE.
  41. THINKING PATTERNS

  42. Mentaal   model  

  43. PLATO INFORMATION ARCHITECT

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  45. PLATO INFORMATION ARCHITECT NEO INFORMATION ARCHITECT

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  49. RECOGNIZING PATTERNS MEETING EXPECTATIONS!

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  51. PATTERN + IDEA LEFT + RIGHT

  52. DEAR MOTHER NATURE, TWO NOSTRILS? SERIOUSLY??

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  54. THE PROCESS OF LEARNING LEARN TO RECOGNIZE PATTERNS

  55. MENTAL MODELS = INSIGHTS, NOT KNOWLEDGE

  56. MENTAL MODELS = CONSCIOUS AND UNCONSCIOUS

  57. MENTAL MODELS IN INFORMATION ARCHITECTURE

  58. DESIGN / VISUAL THINKING

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  60. “LET ME EXPLORE WITHOUT GETTING LOST OR GETTING INTO TROUBLE.”

    SAFE EXPLORATION
  61. “I WANT TO ACCOMPLISH SOMETHING NOW, NOT LATER.” INSTANT GRATIFICATION

  62. “THIS IS GOOD ENOUGH. I DON’T WANT TO SPEND MORE

    TIME LEARNING TO DO IT BETTER.” SATISFICING
  63. “THAT GESTURE WORKS EVERYWHERE ELSE, WHY DOESN’T IT WORK HERE

    TOO?” HABITUATION
  64. “I SWEAR THAT BUTTON WAS HERE A MINUTE AGO, WHERE

    DID IT GO?” SPATIAL MEMORY
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  67. CONGRATULATIONS, YOU UNLOCKED THE CLOSURE BADGE!

  68. GESTALT – “ESSENCE OR SHAPE OF AN ENTITY'S COMPLETE FORM”

    GESTALTISM
  69. GESTALT PRINCIPLES

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  75. LAW OF PAST EXPERIENCE YOUR MEMORY IS A TREASURE OF

    MENTAL MODELS
  76. ICONS, SYMBOLS AND THE SEMIOTIC WEB

  77. UNDO  

  78. REDO  

  79. REFRESH  

  80. REPLAY  

  81. REPLAY  

  82. REFRESH   REPLAY  

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  84. MENTAL MODELS = CREATIVITY

  85. CREATIVITY IS… SEARCHING FOR THE MENTAL MODEL OF A USER

  86. CREATIVITY IS… STRETCHING THE LIMITS OF A MENTAL MODEL

  87. MENTAL MODELING IS… THE HEARTBEAT OF IA

  88. TWITTER ME: @WOUTERWALGRAEVE LINKEDIN: …/WOUTERWALGRAEVE

  89. NASCOM INFO@NASCOM.BE @NASCOM ON TWITTER