Mental models

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

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

Transcript

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
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.
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
32. MENTAL MODELS EVOLVE… WHY ARE SPACESHIPS IN SF AERODYNAMIC?
33. IMAGE A FUTURISTIC VEHICLE
34. MENTAL MODELS EVOLVE…
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
45. PLATO INFORMATION ARCHITECT NEO INFORMATION ARCHITECT
49. RECOGNIZING PATTERNS MEETING EXPECTATIONS!
51. PATTERN + IDEA LEFT + RIGHT
52. DEAR MOTHER NATURE, TWO NOSTRILS? SERIOUSLY??
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
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
67. CONGRATULATIONS, YOU UNLOCKED THE CLOSURE BADGE!
68. GESTALT – “ESSENCE OR SHAPE OF AN ENTITY'S COMPLETE FORM” GESTALTISM
69. GESTALT PRINCIPLES
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  
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