Innovation With Mental Models

transcript

Indi Young

Innovation is Overrated

Matching Products to Human Behavior

(CC) BY-SA 2007 Indi Young Page 1

Understand Innovation

Model Your Customers

Spend Time with Details

Lots of people are talking about innovation

Some are giving warnings about innovation

“Sensational effects are all too often pursued, to the

detriment of just right solutions. The extraordinary

cannot be forced into existence, but might result

unexpectedly and surprisingly from constant and

earnest effort.”

- Frank Zeier

“It is in the detail work that design really happens —

that the clever, delightful moments of a design occur.”

- Dan Saffer

Making Stuff vs. Making Stuff Up By DAN SAFFER, illustration by Jennifer Lew

Published: November 01, 2007 on ABriefMessage.com,

http://abriefmessage.com/2007/11/01/saffer/

I think innovation is overrated…

The best advice I can give is to focus on people and their

problems. Few great innovators worried about anything else.

“You start the Prius by pressing a button on the

dashboard, not once but twice. To put it in drive or

reverse, you manipulate a very small stick protruding

from the dashboard … no matter how many times I

pressed the button, I couldn’t get it to move … I had

failed to tap the brake while moving the gear shifter

in a certain inexplicable way.”

The Risk of Innovation: Will Anyone Embrace It? By G. PASCAL ZACHARY,

Published: January 20, 2008 in the NYTimes Business section,

http://www.nytimes.com/2008/01/20/business/20ping.html?scp=1&sq=prius

“… it's a systems problem … you have to be able to

manufacture it and deliver it. And you have to get it

to people's attention and then convince them … And if

it's really a new idea, well, expect it to take about 10

years."

Peterme and “The Don” Norman in Conversation By peterme, Posted: December 13, 2007 on

AdaptivePath.com, http://www.adaptivepath.com/blog/2007/12/13/peterme-and-the-don-

norman-in-conversation-2/ AND “Filling Much-Needed Holes” By Donald A. Norman,

Interactions Magazine, Jan+Feb 2008

not forced understandable change

crafting details focus on people long term

What is a mental model?

Behavior, Philosophy, Feeling

Conceptual Group

(a.k.a. “Tower”)

Mental Space

Ways to support this tower

Spend Time with Details

Moviegoers Mental Model

Watch a Film to Achieve a Mood

Watch a Film to Cure Mood

Watch a Film to Release Tension

Watch a Film to Relax

Have a Date Night

Take Family Dependents to a Film

Take Family Dependents to

a Film

Share a Film with Friends

Take Someone to a Film I Like

Screen a Film for Friends

Watch a Film to Learn

Watch a Film to Challenge My

Watch a Film to See Different

Cultures

Watch Minimalist Films to Meditate

Decide to Watch a Film

Choose a Film

Talk About Films I Want to See

Talk About Films I Want to

Look for Trailers Online

Anticipate a Film

Set Expectations

Read Reviews Regularly

Read the Reviewers I

Respect

Read Compiled Reviews

Read Many Reviews to Get a Consensus

Read Newspaper

Reviews

Read Film Festival Reviews

Read Reviews Out of Curiosity

Look for Film Information

Online

Get Excited about a Film

Read About Films I Want to See

Learn More About a Film

Choose a TheaterChoose a Good

Theater

Choose Clean Theater

Choose Theater with Good Sound

Choose Theater with

Good Projection

Choose Theater w/

Comfortable Seating

Choose Theater with Good Eats

Choose Theater w/

Good Parking

Choose Easy Theater

Choose Multiplex for Familiarity

Choose Central Location to

Meet Friends

Choose Smaller Theater

Choose Smaller

Theater for Aesthetics

Choose Smaller

Theater for the Neighborhood

Choose Smaller

Theater for Eclectic Film

Choose Theater with Big Crowd Energy

Choose Theater with Big Crowd

Energy

Choose Theater Close to Good Restaurants

Choose Theater Close

to Good Restaurants

Choose a Time

Look Up Running Times (Length)

Look Up Running Times

Choose Screening Time

Choose Early Screening

Avoid Early Screening

Choose Later Screening

Go to the Theater

Avoid Being Late to Theater

Resolve Group Logistics

Schedule a Time with a

Get Tickets for a Group

Meet Group at Theater

Buy Tickets

Buy Tickets in Advance

Avoid Standing in Line to Buy

Tickets

Avoid Buying Tickets Online

because of Surcharges

Buy Concessions

Buy Popcorn

Buy Chocolate

Eat Concessions

Instead of Dinner

Avoid Concessions

Get to Theater

Watch a Film at Home

Rent a Film

Rent if Don’t Feel Like Going

Try Renting through NetFlix

Rent a Film to Save Money

Watch a Film on Projector

Watch a Film on DirecTV

Watch DVD Extras

Watch DVD w/ Commentary

Watch Extras on DVD

Avoid Extras on DVD

Make Popcorn

Eat Dinner

Eat Dinner Before Film

Eat Dinner After Film

Eat Lunch Before a Film

Eat Dinner with a Companion/

Decide When to Eat Dinner

Make Reservations

Skip Dinner

Get to Restaurant

Watch the Film

Identify with a Film

Interact with People About the Film

Discuss the Film Afterward

Go Somewhere to Sit and

Discuss Film

Discuss Film Afterwards

Learn Craft from

Discussion of Unusual Points

Discuss Interpretation of

Ask Strangers Their Opinion After a Film

Avoid Discussions

Recommend a Film

Write a Review

Recommend a Film when

Follow the Industry

Collect Film-Related Stuff

Collect Toys

Collect Film Artwork

Save Tickets in Scrapbook Get the DVD

Get DVDs as Gifts

Buy Special DVDs

Watch a Film Multiple Times

Watch Film Multiple Times

Watch DVDs I Own More than

DVD Release Dates

www.movieposter.com

Collect Toys

Get DVDs as Gifts

Buy Special DVDs

DVD Release Dates

actual tux from the movie

stormtrooper and scout costumes

Collect Toys

Get DVDs as Gifts

Buy Special DVDs

DVD Release Dates

the-write-bunch.blogspot.com

www.verymarkmccormick.com

Look for Certain Qualities

Choose Film for the Story

Choose Blockbusters

Choose Quality Films

Choose Serious Films

Choose Self-Deprecating

Choose Films by Director

Choose Eclectic Films

Choose Familiar Films

Choose Film of Country I’ve

Been To

Choose Film Because I’ve Read Book Watch a Certain

Genre in Winter

Watch a Certain Genre

in Winter

Include Random Film Choices

Choose a Variety of Films

See Whats Playing to

Choose Film

What’s Playing Today (by location)

What’s Playing (by location)

What’s Playing Today (by title)

What’s Playing (by title)

Film List (by genre)

Film List (by related films)

Choose a Film

Opportunities to Pursue

Seasonal SuggestionsValentine RomancesJuly PatriotismHalloween HorrorVisit Family with Musicals

Collect Toys

Get DVDs as Gifts

Buy Special DVDs

DVD Release Dates

http://www.measuremap.com/developer/slider/

Releases1982 25-Jun – Theater Release1992 11-Sep – Director’s Cut Release2007 29-Sep – Final Cut Release2007 05-Dec – DVD Release

Earnings

Airplane II

Barbarosa

Cat People

Dead Men Don’t Wear Plaid

Releases1982 25-Jun – Theater Release1992 11-Sep – Director’s Cut Release2007 29-Sep – Final Cut Release2007 05-Dec – DVD Release

Earnings

Airplane II

Barbarosa

Cat People

Dead Men Don’t Wear Plaid

Buy Tickets

Buy Tickets in Advance

Avoid Standing in Line to Buy

Tickets

Avoid Buying Tickets Online

because of Surcharges

Buy Concessions

Buy Popcorn

Buy Chocolate

Eat Concessions

Instead of Dinner

Avoid Concessions

My Favorite Theaters List

Get to Theater

Map to Theater

Driving Directions to

Theater

Parking Directions for

Theater

Buy Tickets

Is It Sold Out?

Is There a Line?

Go to the Theater

Make Reservations

Local Restaurant

Get to Restaurant

Eat Dinner

http://www.thealarmclock.com/mt/archives/2007/04/bostons_parking.html

Rafael TheaterSabor of Spain

Parking Garage

Il David

Mezzo Mezzo

Parking Lot

Cinecita

Watch the Film

Ignore Other People/Immerse Myself

Avoid People So I Can

Concentrate

Immerse Myself in a Film

Watch Certain DVDs Alone

Attend Films Alone

Compare Film to Book

Get Nitpicky About

Interpretation

Anticipate Scenes from

Book Comment on Film During Screening

Comment on Film During Screening

Look for Jokes/References

Admire Craft of the Film

Admire Craft of Film

Admire Craft of Screenplay

Look for Choreography,

Stunts

Book-to-Film Translation

84 The Lord of the Rings

71 The Golden Compass

70 Pride and Prejudice

68 Harry Potter and the Goblet of Fire

Watch the Film

Ignore Other People/Immerse Myself

Avoid People So I Can

Concentrate

Immerse Myself in a Film

Watch Certain DVDs Alone

Attend Films Alone

Compare Film to Book

Get Nitpicky About

Interpretation

Anticipate Scenes from

Book Comment on Film During Screening

Comment on Film During Screening

Look for Jokes/References

Admire Craft of the Film

Admire Craft of Film

Admire Craft of Screenplay

Look for Choreography,

Stunts

http://jimhillmedia.com/blogs/jim_hill/archive/2007/12/09/a-special-where-s-wall-e-edition-of-why-for.aspx

http://mywebpages.comcast.net/injoke/xfmovie.html

After touching the Sword of Elendil Sean Bean says, "Still

Sharpe."

Consider Whether to Respond to an

Approach

Converse Anyway to Find

Out More