Indi Young

Indi Young recently published her long-awaited book, Mental Models: Aligning Design Strategy with Human Behavior, which shows other user experience professionals (and laypeople as well) how to align product design with customer behavior research. Mental models help organizations get inside their potential customers' minds, which leads to more lucid decision-making during the lifetime of the design. Indi leads a small band of re-designers and re-thinkers in a quest to bring the effectiveness of mental models to enterprises around the globe.

After graduating from Cal Poly with a degree in Computer Science in 1987, Indi lasted five years as a programmer. During this time she became acutely aware of gaping holes in software where the user interface ought to be, because that was what she was responsible for. Having few tools for understanding user motivations, Indi started out drawing state machines of user activity, and ended up just going out to talk to users about the deep roots behind what they were trying to accomplish. Thus her career as a UX designer was born.