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16 to 18 May 2012
Lisbon, Portugal
Indi Young
Indi Young got her start as a software engineer designing interactive models and compilers on supercomputers. When she switched to personal hand-held devices (the PenPoint & Newton age), it became overwhelmingly evident that engineers were creating apps for fellow engineers. Someone needed to be able to understand the non-engineers who were trying to make their days go more smoothly. This is when she learned how to listen deeply to people and find out what they are thinking. Shortly thereafter, she created mental model diagrams so businesses could capitalize upon this data.

One of the founders of Adaptive Path and the first Rosenfeld Media author, Indi gives energy to the growing interaction design and experience strategy communities. Her work is available on Slideshare and on her book site.

Indi Young


Mental Models


What's a mental model? Those in the field of cognitive research have been describing and defining mental models for a few decades. The term "mental model" has come to mean "a mental representation." Mental model diagrams are representations for your design team of the behaviors, guiding principles, and emotional reactions of the people you are trying to support. The diagram represents how people think and feel as they carry on with life within a certain scope.

Indi uses these diagrams to align the capabilities of an organization against the things people are thinking and feeling. The gaps in this alignment, or the weak connections, allow your team to see clearly where to improve offerings. It helps your team prove to the rest of the organization what needs to be done. The diagram organizes all the possibilities neatly so that your team can use it as a roadmap, moving from one area to another, creating user stories and solutions that more directly support people and match the way they think about it.

This three hour workshop will include:

Wednesday, 16 May @ 15:00-18:30
180 minutes + 30 minute break @ 16:30-17:00
Auditorium II

Our Sponsors and Supporters

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Silver Sponsors:
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Silver Partners:
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