Virtual Seminar

Mental Models: Getting Into Your Customer's Head

February 2008

90 minutes

  • Use mental models to understand user experience before making design and strategic decisions
  • Develop mental models that represent the true roots of your users' behavior.
  • discover things about your customers you never thought to ask
  • Avoid common mistakes when building mental models
Topics:

When it comes to your users, do you really know what they want? Is your team struggling to agree on a common design because everyone has a different opinion about what’s right? Are you unsure how to organize your site or product to match user expectations?

Design teams work hard to address the entire user experience, yet many don't have the right techniques to uncover all the information occupying a user's attention. To build a robust design, it's essential that design teams firmly understand what users want to get done. That’s where mental models come in.

To help you get into the head of your customers, we’ve turned to expert UX designer, Indi Young, who has written the hot off the press book, Mental Models: Aligning Design Strategy with Human Behavior.

In this Virtual Seminar, Indi will introduce you to the concept of Mental Models, a method for modeling the attention flow of your users. Mental Models give design teams a solid method for matching functionality and features to the user's motivations, thought processes, emotions, and philosophies.

In this presentation, Indi Young will discuss:

  • How mental models represent the whole user experience. You will learn how mental models will help you better understand the entire user experience before making design and strategic decisions.
  • How to develop mental models that represent the true roots of your users' behavior. By walking you through the process of building mental model diagrams and teaching you the “hallway test,” Indi will show you how to dive down to the core emotions, philosophies, and actions that drive people's behavior.
  • How you will discover things about your customers you never thought to ask. Mental model diagrams enable your team to see beyond the boundaries of what they've decided is the product. Indi will discuss some of the valuable information teams have gathered from mental models.
  • Common mistakes to avoid when building mental models.


Google, the United Nations, Wells Fargo, and PeopleSoft are just a few of the organizations that have leveraged Mental Models to improve their designs and processes.

  • Use mental models to understand user experience before making design and strategic decisions

  • Develop mental models that represent the true roots of your users' behavior.

  • discover things about your customers you never thought to ask

  • Avoid common mistakes when building mental models

Who Should Attend? This seminar is for web designers, product designers, user ethnographers, and marketing professionals who want to uncover their customer needs at a deeper level.