Mental Models: Aligning design strategy with human behavior

Transcription

you can increase your odds. One of the best ways is to understand
users’ reasons for doing things. Mental Models gives you the tools
to help you grasp, and design for, those reasons. Adaptive Path
co-founder Indi Young has written a roll-up-your-sleeves book for
designers, managers, and anyone else interested in making design
strategic, and successful.
“Indi Young’s mental models are the perfect way for your team to integrate your user’s perspective
into your design. I’ll be giving this book out to all our important clients and insisting they make it
part of their process.”
M E N T A L M O D E L S by INDI YOUNG
There is no single methodology for creating the perfect product—but
JARED SPOOL
CEO and Founding Principal
User Interface Engineering
“Indi’s book provides a systematic and invaluable means for applying mental models; having used
her method on many large projects, I’m a true believer.”
CAMILLE SOBALVARRO
Senior Director, Web Marketing & Communications
Sybase Inc.
“Indi Young’s common-sense approach focuses on user behavior, diagrammatic representations,
and the participation of all stakeholders in collaborative discovery. It is a book that designers and
students alike will find useful.”
RICHARD BUCHANAN
Professor of Design
Carnegie Mellon University School of Design
MENTAL MODEL S
www.rosenfeldmedia.com
Aligning Design Strategy with Human Behavior
MORE ON MENTAL MODELS
www.rosenfeldmedia.com/books/mental-models/
by INDI YOUNG foreword by Jeff Veen
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Spaghetti
Potatoes
Tangerines
Parmesan
Cheese
Ground
Turkey
Refrigerated
Section of Store
Eggs
Dried Fruit &
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Milk
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Design
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Wireframe
Usability Test
Diary
Alignment &
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Field Visit
Product
Concept
Nomenclature
Card Sort
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Find a parking space
Run through the parking lot because I'm late
Boo and hiss at the villan
Applaud the hero
Scream at the scary parts
Make out with my date
Drive to the theater
Take public transit to the theater
Walk to the theater
Blink eyes to adjust to daylight upon exiting
Watch all the credits
Leave before the credits roll
Leave a film I don't like before the end
Hide my eyes at the scary parts
Lift my feet from the floor at the scary parts
Clutch my friend's arm at the scary parts
Tell my friend the ending I have guessed
Go back for a refill on popcorn or soda
Spill soda/popcorn
Leave container/wrapper on the floor
Put wrapper in the garbage on my way out
Dream of meeting the leading man/lady
Buy action figures
Buy the DVD/video when it comes out
Buy the t-shirt
Buy clothes like the characters wore
Dress up in costume like the characters
Write a movie review
Tell my friends about the movie
Read the book first
Read the book afterwards
Complain how the movie veered from book
Exclaim how movie was adapted from book
Complain about the violence/sex
Buy products placed in the movie
Recite lines from a movie
Pretend I'm the hero/villan
Pretend I'm the leading lady/man
Learn a skill I saw in a movie
Write part of a screenplay
Act out a movie with friends
Act in character; make up my own adventures
Make my own costume
Buy a costume
Become a favorite character for Halloween
Talk to my friends about my favorite characters
Talk to friends about my favorite actor/actress
Talk to my friends about my favorite director
Put up posters of my favorite movies
Collect posters of my favorite movies
Put up posters of my favorite actor/actress
Collect fan memorabilia
Buy and make a model from a movie
Collect models from movies (like Godzilla)
Search for rare movie memorabilia
Bid on rare movie memoriabilia
Attend movie/genre conferences (like Star Trek)
Speak lines along with actors during movie
Sing songs from the movie
Get the movie soundtrack
Buy other music from the composer
Pick movie based on the composer
Collect props from movies
Watch "the making of…"
Watch actor interviews
Tune in when actors are interviewed on TV
Watch director interviews
Watch composer interviews
Make my own props
Buy reproductions of movie props
Create a home theater
Buy a surround sound system
Buy a DVD Player/VCR
Buy a better TV
Buy a projector and a screen
Rearrange furniture for best viewing
Close curtains/dim lights
Collect cards based on the movie (Pokemon?)
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kfèk\i$m`\n%K_\èk\im`\n[XkX`kj\c]n`cc
^`m\pflXdfi\Zfdgc\k\XZZflekf]kXjbj
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îflg\[j`d`cXikXjbjXe[gifZ\\[\[kfnfib
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1VO^bS`"
Go to movies alone
Go to movies alone
Dissect a film with friends
Complain how movie veered from book
Exclaim how movie was adapted from book
Complain about the violence/sex
Discuss movie with friends
Leave mess for janitors
Spill soda/popcorn
Leave container/wrapper on the floor
Throw away own garbage
Put wrapper in the garbage on my way out
Blink eyes to adjust daylight upon exiting
Blink eyes to adjust to daylight upon exiting
See movies on opening night
See most movies on opening night
See a movie on opening night/at a gala
Go to a film festival
Study the festival schedule
Study the festival schedule with a friend
Choose schedule of films to watch at festival
Attend a film festival
Watch movie multiple times in theater
Watch movie multiple times in theater
Decide where/when to see a movie
Find out playing schedules
Pick a theater nearby
Check friends' schedules
Go to movie with friends
Meet friends at the theater
Go to movies with co-workers
Tell everyone to see a film I enjoyed
Tell my friends about the movie
Share enthusiasm about movies
Talk to my friends about my favorite characters
Talk to friends about my favorite actor/actress
Talk to my friends about my favorite director
Go out with friends after a movie for food
Listen to the soundtrack and related music
Get the movie soundtrack
Buy other music from the composer
Read the book
Read the book first
Read the book afterwards
Watch programs about the movies
Watch "the making of…"
Watch actor interviews
Tune in when actors are interviewed on TV
Watch director interviews
Watch composer interviews
Recite/sing from the movie
Recite lines from a movie
Sing songs from the movie
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kXjbjk_Xk[`]]\i\ek`Xk\k_\j\îflgjXi\k_è^jc`b\Ç^f
lgXe[Xjbjfd\fe\]fiX[Xk\Èm\ijljÇ[Xp[i\XdXYflk
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pflZXe`êfi\`k%=fZljfek_\[`jkè^l`j_è^kXjbj%
KfdXb\jli\k_XkpflXi\eÊkd`jjè^X
gXik`ZlcXiXl[`\eZ\j\^d\ek#dpZfcc\X^l\
DXipG`fekbfnjb`jl^^\jkjpfldXpnXekkf
c`jkjfd\gifYXYc\d\ekXcjgXZ\jXe[Zifjj
Z_\Zbk_\dn`k_pfliîflgj%
K_`jj\Zfe[jk\g#îflgè^k_\kXjbjèkf
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jfd\gfk\ek`Xcg\i]fid\ijf]\XZ_kXjb#Xe[
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kXjbjXe[g\i]fid\ij]Xccèkfîflgj%=fi
k_\dfm`\^f\ij#@jkXik\[^fè^[fnek_\
c`jkf]kXjbjXe[ni`kè^[fnek_\eXd\f]
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jXd\g\i]fid\ijn\i\jl^^\jkè^k_\dj\cm\j
]fijlYj\hl\ekkXjbj%@dX[\XdXkiòc`b\
k_Xkj_fneè=`^li\+%*#n_\i\@c`jk\[
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Ç;ì\Zkfi&:fdgfj\i=XeÈY\ZXlj\`kÊjj`d`cXi#
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n_fnXek\[kfgi\k\e[k_\pn\i\fejZi\\e
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jfd\fe\n_fnXekjkffne\m\ipI`[c\pJZfkk
dfm`\%P\j#k_\eXd\jf]k_\j\g\i]fid\ijZXe
Y\gi\kkpjlYa\Zk`m\Xe[al[^d\ekXc#Ylkk_XkÊj
fbXp]fiefn%K_\j\Xi\efkk_\eXd\jf]fli
Xl[`\eZ\j\^d\ekj#p\k%
&"
1VO^bS`"
Choose film based on actor/actress
Go to movies alone
Tell everyone to see a film I enjoyed
Listen to the soundtrack and related music
Read the book
Recite/sing from the movie
Make preparations to re-enact the movie
Re-enact the movie
Act like the characters in play
Act like the characters in normal life
Wear a costume to a film event
Wear a costume to an unrelated event
Dream of being the character in the movie
Attend movie/genre conference
Create my own movie
Collect memorabilia
Collect actual props and wardrobe
Put together a model from a movie
Trade memorabilia with friends
Put up posters
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
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x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
#&#"!&
Group Entertainment Organizer
x
x
x
Dating
Actor/Actress Fan
Director/Composer Fan
Genre Fan
Technical Moviegoer
Movie Snob
Submerse in Another World
Youth with Friends
Child with Parent
E\ok`jXe\o\iZ`j\ègXkk\ie$dXkZ_è^%@
`êfi\k_\k\okèk_\c\]kZfcldeXe[cffb
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Ç;`jj\ZkXÓcdn`k_]i`\e[jÈ_XjoÊj]ifdk_\
k_ì[Zfcldek_ifl^_k_\j\m\ek_Zfclde#
k_i\\oÊjXkk_\eèk_Zfclde%@]pflcffb
[fnek_\c`jk#pflj\\ÇNi`k\Xdfm`\i\m`\nÈ
Xcjf_Xjk_`jgXkk\ie#Xck_fl^_n`k_flkk_\
oÊjèk_\eèk_Zfclde%>iflgk_\j\knf
ifnjkf^\k_\i]fiefn#èXj\gXiXk\gcXZ\fe
k_\jgi\X[j_\\k%E\ok#cffbXkk_\j`d`cXi`kp
Y\kn\\eÇGlkkf^\k_\iXdf[\c]ifdXdfm`\È
Xe[ÇKiX[\d\dfiXY`c`Xn`k_]i`\e[j%È9fk_
ifnj_Xm\k_\jXd\gXkk\ief]oÊj%>iflg
k_\j\knfifnjkf^\k_\i]Xik_\i[fnefek_\
jgi\X[j_\\k#j\gXiXk\]ifdk_\knfpflÊm\
Xci\X[pîflg\[k_\i\#jèZ\k_\gXkk\iej
f]oÊjXi\[`]]\i\ek]ifdfe\Xefk_\i%B\\g
cffbè^]figXkk\iej%Pfle\\[eÊkY\\oXZk%
Efk\k_Xk`]pfl_Xm\ifnjn`k_oÊjXcdfjk
Xcck_\nXpXZifjj#k_\e[\c\k\k_\d%K_\j\
ifnji\gi\j\ekle`m\ijXckXjbjXe[#k_lj#ZXe
Y\`êfi\[%PflXi\èk\i\jk\[è[`jkèZk`m\
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kXjbjÆk_fj\kXjbjk_XkdXpj\gXiXk\fe\j\k
f]g\fgc\]ifdXefk_\i% @e=`^li\+%+#pfl
ZXej\\k_Xk@lj\[XZfcfi\[YXZbîfle[
le[\ik_\oÊjkfj_fnk_\cXi^\igXkk\ie%K_`j
n`cc_\cgpfldfi\\Xj`cpj\\k_\gXkk\iejjf
pflZXedfm\fe\ifnkfY\n`k_Xefk_\i
j`d`cXiifn%
PflZXej\\k_Xkk_\gXkk\iejXi\efk\oXZkÆ
k_\i\Xi\flkcpèôÊj%9lkk_\i\Xi\[`]]\i\ek
î\\eZ_lebjk_Xk\XZ_ifn_Xj#Xe[k_\i\
Xi\[`]]\i\eZ\jXdfe^k_\j\kjf]k_\j\î\\e
Z_lebj%
I\m`\nk_\j\j\kjXe[ZfemèZ\pflij\c]k_Xk
k_\kXjbjXjj`ê\[kf\XZ_îflgi\Xccp[f
dXb\j\ej\kf^\k_\i%Dfjkc`b\cppfln`cc
nXekkfdfm\XifnfiknfkfY\n`k_Xefk_\i
j\k#Xe[`k`jXcnXpjîXk`]pè^kfj\\_fnk_\
oÊjXc`êY\kk\in`k_k_\e\nj\k%
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Put up posters
Collect memorabilia
Watch the movie multiple times in the theater
Surmount difficulty to get to seat
Sneak in to theater
Choose seat for immersion
Go to movies alone
Throw away own garbage
React soundlessly
Choose seat for privacy
Skip/Postpone movies I might not like
Create a home theater
Collect editions of films
Buy the movie for repeat viewing
Avoid leaving in middle of film
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
Dating
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
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Actor/Actress Fan
Genre Fan
Technical Moviegoer
Movie Snob
Youth with Friends
Child with Parent
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
AbS^!(<O[SbVS5`]câ
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k_\kXjbjXe[g\i]fid\ieXd\jkfXj\gXiXk\
gX^\#Xe[k_\k\Xdj\kjXYflkYiXèjkfidè^
XeXd\%K_\i`^_kdfjkZfcldeè=`^li\+%,
j_fnjXc`jkf]eXd\jn\YiXèjkfid\[]fi
k_\dfm`\^f\ij\kj%K_\ÓijkknfZfcldej
c`jkk_\kXjbjXe[g\i]fid\ijXji\dè[\ijkf
_\cgZfd\lgn`k_eXd\j%8]k\ipfl_Xm\
XjXk`j]pè^c`jkf]gfk\ek`Xcj\^d\ekeXd\j#
pflZXemfk\fek_\Y\jkeXd\%K_\nèeè^
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Primary Tasks
Performers
Brainstorm Audience
Segment Name
Social Movie Goer
React out loud to the movie
Child with Parent
Participate in movie
Child with Friends
Tell everyone to see film I enjoyed
Genre Fan
Go out after movie for food
Actor/Actress Fan
Go to movie with friends
Dating
Leave mess for janitors
Indulge in refreshments
Gain Social Acceptance
Indulging Urges
Entertainment Enthusiast
Social Climber
Raging Hormones
Social Movie-Goer
Just Entertain Me
Blockbuster Fan
Experience Immersion
Audience Immersion Fan
Group Experience
Pop Culture Fan
Movie Buff
Get to theater on time
Buy tickets ahead of time
Movie Snob
Make sacrifice to get tickets
Technical Moviegoer
Stand in line for the movie
Genre Fan
Make sacrifice to get good seats
Watch movie at home
Friend Bringing Friend
Choose film based on genre
Dating
See movies on opening night
Go to a film festival
Gain Social Acceptance
Cut school/work to see a movie
Serious Collector
Serious Movie Buff
Methodical
Selective
Film Aficionado
Movie Expert
An Authority
Watches Everything
Knowledgeable
Movie Fan
Book Reader
Big Fan
Child with Parent
Put up posters
Child with Friends
Collect memorabilia
Watch movie multiple times
Technical Moviegoer
Surmount difficulty to get to seat
Actor/Actress Fan
Sneak in to theater
Serious Collector
Fan Club
Focused on One Thing
Genre Aficionado
Fan of the Director
Celebrity Spotter
Rub Shoulders w/Famous
Belong to the Clique
Elitist
Technical Buff
Choose seat for immersion
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knffk_\ijZXcc\[ÇJ\\N_Xk?Xgg\ejÈXe[
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g\fgc\kfÓ^li\flkn_\i\k_\pY\cfe^\[%
9lkk_\dfm`\^f\ij\^d\ekjn\i\leljlXc%
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k_\pk_fl^_kk_\p]\ccèkf#j\m\iXcn\i\
g\igc\o\[Xjkfk_\[`]]\i\eZ\jXdfe^k_\
Dfm`\9l]]#k_\9`^=Xe#Xe[k_\=`cdGli`jk%
8cjfk_\JfZ`XcDfm`\^f\icXY\c]\ckkff
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''
1VO^bS`"
Passing
Interest
Learn/See
Something New
(Edification)
Enjoyment
S
This person chooses the
film that is most likely
to entertain her from a
given set of films. Most
likely the fact she is
going to see a movie is
pre-determined, and
she merely selects from
the stories available.
T
O
R
This person has
probably heard of the
film, decided a while
ago to see it, looks
forward to the
experience, and feels
pleased with her choice.
The film successfully
entertains her. She may
talk about the film with
friends afterwards to
compare notes about
the story and
characters.
Y
S
(Film Purist) This person
carefully chooses films
that will educate her,
show her a different
perspective, explore
unfamiliar cultures,
show far-away places,
certain emotions, etc.
She is after an
intellectual or
perception-changing
experience, and usually
this is not mainstream
films. She may look up
additional information at
home afterwards. She
wants to get the full
experience the director
wanted the audience to
have. She avoids
crowds. She will not
react out loud in the
theater. She will try to
let the feeling linger.
475C@3"$ Vbb^(ÀWQY`Q][^V]b]a`]aS\TSZR[SRWO
1]\bW\cc[T]Àb]`g
Excitement
T
O
(Big Fan) This person
will make a sacrifice to
get tickets and a good
seat. She is likely to see
films on opening night
because the crowd is
more energetic. When
watching the film, she
wants total audio/visual
immersion. She feels a
strong connection to the
story. Afterwards, she is
likely to quote from the
movie, sing songs from
the movie, and listen to
the soundtrack. She will
buy memorabilia of the
film, such as posters,
action figures, and
props. She will buy a
copy of the film for
repeat viewing.
#&"&
1VO^bS`
Re-Creation
R
Y
(Make Believe Artist)
Wants to be a part of
the world illustrated in
the movie. She is likely
to wear a costume like
those worn in the
movie, or speak and
behave like her favorite
character(s). Back
home, she may re-enact
scenes from the film or
pull elements from that
world into her own. She
may read the book to
experience the film’s
world in more depth.
She is likely to choose
films with familiar
characters.
C
R
This person suspends
disbelief and accepts all
that is shown on the
screen without thinking
about how it was made.
The actors are the real
characters.
A
F
T
This person is aware of
the choices made
behind the scenes to
present the film, such as
choreography, the
score, cinematography,
costumes, special
effects, acting,
directing, etc., and
appreciates seeing the
beauty that was
created. This person is
likely to talk with friends
after the movie to
explore suggestions how
the film could have been
different.
475C@3"% Vbb^(ÀWQY`Q][^V]b]a`]aS\TSZR[SRWO
1]\bW\cc[T]`1ÒTb
C
R
A
This person has an
interest in an actor,
director, or another
figure creating the film.
Certain star actors may
attract her attention,
since she would want to
see all of their work.
She may be interested
in what the director has
to say and the reason
he created the film, and
she will sit and
respectfully observe the
artists’ work. She will
look for in-jokes. She
will attend Film
Festivals.
#!&%#
1VO^bS`
F
T
(Movie Buff) This person
has knowledge of how
films are created. This
person studies films.
She may have taken
formal classes about
film making and most
likely tracks what’s
being developed,
release dates, critics
reviews, and box office
success. She observes
different directing styles
and understands how
the screenplay was
written. She may write
film reviews for her
friends.
Alone
C
O
M
Social
P
This person avoids
crowds. She prefers to
see a film without
distraction from others,
and will not react out
loud in the theater.
A
N
I
Enabler
O
(Social Movie-goer) This
person enjoys being
with friends at films.
She will pick (or agree
to) whichever film
appeals to everyone.
She usually goes to a
theater she knows, has
easy parking, no
crowds, no waiting, and
no lines for tickets. She
likes to watch her
companions’ reactions
during the film. She will
interact with her friends
during the movie with
eye contact or
comments. She will
spend a few hours with
her friends right before
or after the movie, and
usually dinner or a cafe
is involved. She likes to
talk about the films
afterwards with friends
to find out what
interests they have in
common or what she
liked or not.
N
S
H
I
P
(Enabler) This person is
going to the movie
purely to make someone
else happy. Perhaps she
is taking a dependent
who has chosen the
film, or perhaps she is
there at the bequest of
someone else, to make
them happy or avoid
friction. Perhaps she is
there to make an
impression on another
person. This person is
likely to leave the
theater at the end of the
film, before the credits
roll, as well as leave
temporarily during the
film, to use the
restroom or get
refreshments. Most
likely this person is
more focused on the
other(s) she is with than
on the film itself.
475C@3"& Vbb^(ÀWQY`Q][^V]b]a`]aS\TSZR[SRWO
1]\bW\cc[T]`1][Ô\W]\aVW^
1VO^bS`"
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"
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A lot of people fit into
this category, but
because it represents a
low level of interest, it
might be difficult to
craft a strategy around
it. Ignore.
The majority of people
fall into this category,
affecting the bottom line
and thus business
strategy.
Since the client
distributes mainstream
films, this group of
people does not
represent their target
audience so much.
Ignore.
While there are fewer of
these people in the
overall population, a
disproportionate amount
of money is spent in this
area. This affects
business strategy.
There are fewer of these
people, so they do not
impact the bottom line
as much. Ignore.
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A lot of people fit into
this category, but
because it represents
lack of awareness, it
might be difficult to
craft a strategy around
it. Ignore.
fit into this category.
The sheer number
affects income and
therefore business
strategy.
as much. However, they
influence the choices of
other movie-goers to a
great extent.
There are few of these
as much. Ignore.
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1VO^bS`"
as much. Ignore.
fall into this category,
affecting the bottom line
and thus the business
strategy.
This group is not often
in charge of viewing
decisions. Ignore.
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1VO^bS`#
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K_`ji\Zil`kè^jgi\X[j_\\k`jXmX`cXYc\èk_\
I\jfliZ\jj\Zk`fef]k_\Yffbj`k\ eee
Audience Segments
Typical Moviegoer (story enjoyment, craft appreciation)
Craft Aficionado (story enjoyment, craft aficionado)
Story Fanatic (story excitement, craft appreciation)
Total Film Buff (story excitement, craft aficionado)
How many movies per month?
Three or more movies
Less than three movies
Region
West, Northwest, Southwest US
Central US
Northeastern US
Southeast US
Western Canada
Central Canada
Atlantic Seaboard Canada
French-Speaking Canada
Gender
Female
Male
4
4
4
4
16
16
0
2
2
2
2
2
2
2
2
5
11
475C@3# Vbb^(ÀWQY`Q][^V]b]a`]aS\TSZR[SRWO #!&#
/cRWS\QSaSU[S\bO\RRS[]UÒ^VWQU]OZaT]`
[]dWSU]S``SQ`cWbW\U
"
1VO^bS`#
Recommended Total
Recommended
Q]\bS\b`Sa]c`QSa
16
@eXefk_\i\oXdgc\#@j\klgk_\[\dfîXg_`Z
^fXcj]fik_\dXkZ_dXbè^ZfdgXep
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[\dfîXg_`Zjk_Xkn\i\`dgfikXekkfk_\
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Xi\cXk`m\cp\m\e^\fîXg_`Z[`jki`Ylk`fe#
jkXb\_fc[\ijnXek\[d\kfèk\im`\ng\fgc\
n_f_Xm\XZfcc\^\\[lZXk`fe#n_f_Xm\Y\\e
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[Xkè^]fiX]\np\Xij#Xe[n_f_Xm\XdXkli\
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i\cXk`fej_`g #Xjn\ccXjk_fj\jk`cccffbè^%
#
1VO^bS`#
Desired Number of Recruits by:
Audience Segment
The Good Samaritan
Will Participate If Asked
Social Connector
Self Conscious
Expand the Possiblities
Location
Northwest Urban Area (Seattle)
Southwest Urban Area (San Francisco Bay Area)
North Central Urban Area (Chicago)
South Central Urban Area (Dallas)
Northeast Urban Area (NYC)
Southeast Urban Area (Atlanta)
Gender
Female
Male
Age
Out of College
In High School or College
Dating Experience
Two to Five Years After College
Five to Ten Years After College
Ten Years or More After College
Status
Dating
Taken
(If Single) Dating Goal
Marriage Soon
Marriage Probably Down the Road
Casual Dating
Education
No College Education
College Degree or Above
3
2
3
3
3
2
3
2
2
3
2
14
9
5
14
14
0
14
5
5
4
14
10
4
14
7
3
0
10
0
14
14
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14
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n_Xkpfljljg\Zkn`ccdXb\X[`]]\i\eZ\è
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1VO^bS`#
Participant
101 102 103 104 105 106 107 108 109
How many movies do you watch per month?
Three or more movies
1
1
1
1
1
1
1
1
1
Less than three movies
In what part of the country do you live?
West, Northwest, Southwest US
1
1
Central US
Northeastern US
1
Southeast US
1
1
Western Canada
1
Central Canada
1
Atlantic Seaboard Canada
1
French-Speaking Canada
1
And you are ________?
Female
1
1
Male
1
1
1
1
1
1
1
110
111
112
113
114
115
116
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
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1VO^bS`#
How do you typically approach the story and characters of a movie?
Choose the film that is most likely to distract me. (Passing Interest)
Look forward to seeing it; believe I will enjoy it. (Enjoyment)
Looking for an intellectual or perception-changing experience; may look up additional
information at home. (Edification)
Prepare for the experience; make a sacrifice to get ticket or a good seat; go on opening
night; likely to see the film multiple times. (Excitement)
Wear a costume like those in movie; speak and behave like favorite character. (Make
Believe)
In general, how much do you notice the craft of how a movie is made?
Accept all that is shown on the screen without thinking about how it was made; actors
are the real characters. (Low Awareness)
Aware of the choices made behind the scenes; appreciate seeing the beauty that was
created. (Appreciation)
Have interest in an actor, director, what the director has to say; look for in-jokes; attend
film festivals. (Aficionado)
Knowledge of how films are created; study films; track what’s being developed, release
dates, critics reviews, and box office success; observe different directing styles;
understand screenplays. (Technical Knowledge)
Do you ordinarily attend movies with a companion?
Avoid crowds; prefer to see a film without distraction from others. (Mostly/Prefer Alone)
Like to watch companions’ reactions during the film; interact with friends during the
movie with eye contact or comments; spend a few hours with friends before or after the
movie; usually dinner or a cafe is involved. (Social)
Take dependents who chose the film, or there at the request of someone else; focused
on the other(s) rather than on the film itself. (Facilitator)
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"
1VO^bS`#
Participant
101 102 103 104 105 106 107 108 109 110 111 112
(Check if we have required number for each segment. Check which segments are under represented.)
Typical Moviegoer
3
3
Craft Aficionado
3
3
3
3
Story Fanatic
3
3
3
Total Film Buff
3
3
3
113
114
115
3
116
3
3
3
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#
1VO^bS`#
4
4
4
4
If you won $1000, what would you do with it, and why? (Judge
whether they are articulate or not.)
Articulate interlocutor
Short answer, not articulate
(Does the participant speak clearly?)
Speaks clearly
Hesitates, doesn't understand, garbled, cagey
The interview will be confidential & anonymous, but we will record it
for transcription purposes. Is this okay with you?
Yes, recording is okay
No, please do not record me
Can you arrange a time in your schedule the week of September 13th
for an hour phone interview?
Yes, arrange a time
No, cannot find time
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1VO^bS`#
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%
1VO^bS`#
Time Available
Possibly Available
Not Available
Tue
14-Sep
Wed
15-Sep
PDT
7:00
8:00
9:00
10:00
11:00
12:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
MDT
8:00
9:00
10:00
11:00
12:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:00
CDT
9:00
10:00
11:00
12:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:00
11:00
EDT
10:00
11:00
12:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:00
11:00
12:00
7:00
8:00
9:00
10:00
11:00
12:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
8:00
9:00
10:00
11:00
12:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:00
9:00
10:00
11:00
12:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:00
11:00
10:00
11:00
12:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:00
11:00
12:00
Interviewers
Indi Sarah
Indi
ID #
103
Sarah
114
Indi
Sarah 115/104
Indi
105
Sarah
Indi
106
108
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bW[Sh]\S]TbVSÔ`bWQWÔ\b
&
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'
1VO^bS`#
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!
1VO^bS`#
Time Available
Possibly Available
Not Available
Tue
14-Sep
Wed
15-Sep
PDT
7:00
8:00
9:00
10:00
11:00
12:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
MDT
8:00
9:00
10:00
11:00
12:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:00
CDT
9:00
10:00
11:00
12:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:00
11:00
EDT
10:00
11:00
12:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:00
11:00
12:00
7:00
8:00
9:00
10:00
11:00
12:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
8:00
9:00
10:00
11:00
12:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:00
9:00
10:00
11:00
12:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:00
11:00
10:00
11:00
12:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:00
11:00
12:00
Interviewers
Indi Sarah
Indi
Sarah
ID #
Stipend Selected
Stipend
Sent
103 Target
sent
114 Target
sent
Indi
Sarah 115/104 Starbucks/Fandango
Indi
105 Fandango
sent
106 Fandango
108 Home Depot
sent
sent
Sarah
Indi
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1VO^bS`#
sent/sent
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!!
1VO^bS`#
Selected Participants
ID # Name Audience Segment
101 Kat
Craft Aficionado
102 Jerry
Story Fanatic
103 Marie
Story Fanatic
104 Larry
Total Film Buff
105 James Craft Aficionado
106 Joseph Total Film Buff
107 Jeffrey Craft Aficionado
108 Daniel Story Fanatic
109 Gregory Typical Moviegoer
110 Juan
Total Film Buff
111 Jennie Typical Moviegoer
112 David
Craft Aficionado
113 Rich
Total Film Buff
114 Carol
Typical Moviegoer
115 Lowell Story Fanatic
116 Jeanne Typical Moviegoer
Notes
Lives alone near downtown art theater
New college graduate, lives in city
Urban, mom of toddler, likes to watch DVDs at home
Former film student, wants to write movie
Goes to movies with wife every Friday night
Sees all movies on opening night
Lives alone, no TV, works for special effects company
Single dad, works a lot
Probably pretty average movie-goer
Actually making his own copy of original Star Wars
Newlywed, go to movies every Sunday with mother-in-law
Lives alone, sees movies with friends
Has home theater, organizes outings to movies w/ friends
Mother of three, husband orders movies on Netflix
Creates CDs based on soundtracks his 2-year-old likes
Retired, watches movie channel with retired husband
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!"
1VO^bS`#
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Choose the Movie
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Choose the Theater
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After the Movie
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At the Theater
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Craft Aficionado
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Story Fanatic
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- genre
- write review
- follow film industry
Total Film Buff
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Atomic Task
ID#
Aud
Seg
Loc Quote
Pursue BI Concepts from
Industry Magazines
101A
PSN
Read industry magazines,
trade press
Subscribe to and read
vertical industry publications
104
PrSOE
MT
PRESO
T
Read neutral trade
newsletter vendor
comparison reports
104
NA Because I read industry magazines. IT
magazines have been mentioning
business intelligence.
NA I have lots of biz magazines… industry,
trade press.
NA Day to day through either weekly or
daily newsletters, which are either
business journals or industry tracking…
as well as a couple of specific telecom
NA journals.
The trade newsletters would also do
Use industry research
newsletters to learn
Follow developments in DW
industry
115
PRENB
101A
PSN
Actively survey and consider
new technology from
business and tech side
104
PrSOE
MT
Research technologies and
products to use
Keep up with the IT industry
to survive in IT
Subscribe to and read
vertical industry publications
Learn from tech team’s
expertise for latest industry
developments
115
PRENB
101A
PSN
112
PRESO
T
PrSOE
MB
112
105
PrSOE
MT
comparisons so I had an idea of what
box compares with that box. I used
neutral sorts of sources
EU [Are these research things Forester and
Gartner?] Yes. Newsletters.
NA very interested in and following
developments in [data warehousing]
work. Came to attention to several of us
in the IT dept way before the business
NA Ioffice
survey technology and have an opinion
about it, both from a technological side
and from a business side
EU dealing with research to find exactly
what technologies and products we need
use is no way to survive in the IT
NA to
There
world without reading something
NA General IT industry
NA our technical people, their trade
magazines, internet searches or
reviews… industry group meetings… One
of the tech people might say, “This
might be of help to you.”
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Atomic Tasks
A
Ctry
Supporting Quotes
Get New Product
Concept from
Marketing
S
JPN
Every day the research lab receives people
from marketing and sales. Depends on the
topic, he spends 30 minutes to 2 hours a day
with the marketing and sales.
S
JPN
Marketing colleagues announce to my
development people that this concept is highly
evaluated by the consumer… This is a typical
starting point of a new product, of a local
product.
S
JPN
I meet customers, collect the needs from the
customers… talk with their purchasing
department people or technical people… After
5pm, we have more social occasions, to
collect the needs, while drinking.
R
ESP
If one particular market segment has more
than 10 customers asking for the same
product we don’t have, and it looks to be a
product we can make, we need to get in
there.
S
JPN
Also have to cover other themes that come
from customers… Customer’s first contact
actually is Lintec, to tell the company what
the new needs are. They come to our
company: “Can you solve this?”… As for spotproblem solving for the customer, they
receive 300 requests per month.
S
GBR
We’re the central development work. If a
customer has an application.
S
DEU
One aspect is what the customer of our
company requires, in some cases the
customer tells us this is what we need… sales
force direct contact with our customers, in
constant dialog… getting constant feedback
about new product development and what the
customer requires.
BC*
S
CHN
The government they say, “We want ABC” and
we put ABC together.
Collect New
Product Needs
from Customers
Get Specification
from Government
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Give myself time to get to
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to meeting location
Make Airline
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restaurants
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unlikely to have a long line
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risks
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was good”
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up talking.”
was good”
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up talking.”
was good”
Discuss Films with Friends Later
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weekend.”
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Go Somewhere to Sit and Discuss Film
“…sit down and have that experience of …talking about the movie.”
“My friend really likes talking about the movie, so we’ll end up talking.”
“…talk with afterwards… What we like or dislike… Whether it was good”
“...over lunch. We talk about movies we’ve seen over the weekend.”
Learn Craft from Discussion of Unusual Points
Discuss Bad Points of Film Afterwards
“We’ll usually trash it afterwards. I get ideas out of a bad experience…”
“If the movie fell short, we talk about things they could have done…”
Discuss the Quality Screenplay
“I like to say, ‘This director is good!’ or ‘This writer sucks!’”
Discuss Unusual Points of the Film Afterwards
“Talk about thinks I notice that were unusual.”
“If the subject matter is thought provoking or interesting…”
Discuss Good Points of the Film
“Talk about the movie… we analyze what we thought worked.”
Discuss Interpretation of Book
Discuss Interpretation of Book Afterwards
“We commented on it after… we debated…”
Ask Strangers Their Opinion After the Film
“I walked outside and there were some Russians, so I thought I’d…”
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Logistics Examples
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Group Concepts
Barbara
Conduct Interviews
Group Concepts
Eric
Comb Transcripts
Week 1
Week 2
Week 3
Week 4
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flkd\ekXcdf[\cj]fiXcck_\èk\e[\[
Xl[`\eZ\j#k_\pnflc[_Xm\\Xj`cpj\\ek_Xk
fe\jfclk`fenXjefkk_\i`^_kXggifXZ_%
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èk\ieXcn\Ygifg\ik`\j\XZ_èk\e[\[]fiX
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1VO^bS`
jg\Z`ÓZXl[`\eZ\#n`k_XZ\ekiXc_lY]filj\
èZXj\jfd\fe\e\\[\[kfcffbXkè]fidXk`fe
èXefk_\i[\gXikd\ek%K_Xeb]lccp#dXep
fi^Xe`qXk`fejXi\efkjfeXm\XYflkk_\ìn\Y
gifg\ik`\jXepdfi\%Dfi\fm\i#k_\ZfigfiXk\
LICefni\gi\j\ekjXcXe[è^qfe\kfZ_ffj\
n_`Z_n\Ygifg\ikppfln`j_kf^fkf#Xjè
eeegO[OVOQ][Xe[j_fneè=`^li\('%0%
DlZ_kiX]ÓZkfXjg\Z`ÓZgifg\ikpZfd\j
k_ifl^_[ì\Zkcèbj#iXk_\ik_Xek_`jZfigfiXk\
cXe[è^qfe\%
8e\XjpnXpkfk_èbf]k_`j`jkflj\XZXdglj
XeXcf^p%@]pfliZfdgXepfijZ_ffc`jcXi^\#
pfl_Xm\dXepYl`c[è^j#f]k\eZf$cfZXk\[fe
fe\gifg\ikpÆk_\ZXdglj%Fk_\iYl`c[è^j
dXp\o`jkèfk_\icfZXk`fejfiZfleki`\j#Xj
XgXikf]k_\mìklXcZXdglj%<XZ_Yl`c[è^
_flj\jXgXik`ZlcXi[\gXikd\ek2\m\ipfe\n_f
nfibjfeXk\Xd`j^\e\iXccpfek_\jXd\
Ôffi%=fipfli[Xp$kf$[XpYljè\jjXifle[k_\
ZXdglj#pfljk`Zbkffe\Yl`c[è^#n`k_Xki`g
_\i\fik_\i\kfk_\ZX]\k\i`X#fikf\e^è\\iè^
kfd\\kn`k_k_\[\m\cfgd\ekk\Xd%Pfl
Xi\dfjk]Xd`c`Xi#_fn\m\i#n`k_pflifne
! "
1VO^bS`
Yl`c[è^%Dfjkk_è^jpfle\\[]fipfli[X`cp
nfibXi\k_\i\#fi^Xe`q\[èXnXpk_Xkdfi\fi
c\jjdXb\jj\ej\kfpflXe[pflik\Xd%
475C@3' Vbb^(ÀWQY`Q][^V]b]a`]aS\TSZR[SRWO #&'#$
BVSGO[OVOZO\RW\UÔUSaVcbbZSag]cb]aSdSÒZeSP
^`]^S`bWSaW\QZcRW\U;caWQOZ7\ab`c[S\ba6][S/cRW]
DWRS]1][[S`QWOZ/cRW]@W\Ub]\SaO\R;]b]`QgQZSa
O\R8SbAYWa
! #
1VO^bS`
<XZ_fe\f]pflin\Ygifg\ik`\j`jXYl`c[è^
fepflièk\ie\kZXdglj%<XZ_gifg\ikp_Xj
`kjfnele`hl\eXm`^Xk`fek_Xki\gi\j\ekjk_\
d\ekXcdf[\cf]k_\g\fgc\gfglcXkè^`k%
K_\i\`jXlk`c`kpeXm`^Xk`fe`k\dk_Xkn`cckXb\
Xg\ijfekfXÇj_lkkc\jkXk`feÈfi_lYc`jkè^
Xcck_\gifg\ik`\jj_\ZXeZ_ffj\]ifdXj_\i
[\jkèXk`fe%
@SdWSebVS2WOUÒ[eWbV>`]XSQb
5cWRSa
8]k\iZi\Xkè^k_\[`XîXd#i\m`\n`kè[\kX`c
n`k_Xcck_\jkXb\_fc[\ijèmfcm\[%K_\^fXc
f]k_`jgifZ\jj`jkf^`m\\XZ_g\ijfeX]\\cè^
f]fne\ij_`g1ÇK_`j`jk_\d\ekXcdf[\cn\
dX[\%È@]\XZ_g\ijfe]\\cjfne\ij_`g]fik_\
[`XîXd#k_\e\XZ_g\ijfe`jc`b\cpkfi\]\ikf
`kè[`jZljj`fejXe[[\Z`j`fe$dXbè^%@Xcjf
lj\k_`ji\m`\nnfibj_fgkfgXjjXcfe^jkfi`\j
]ifdk_\èk\im`\njÆc`kkc\Xe\Z[fk\jXYflkX
Zljkfd\iÊj[X`cpc`]\k\e[kfY\d\dfiXYc\%
! $
1VO^bS`
Mental Space
Movie Goer Mental Model
Conceptual Group
Popular
(5+ Voices)
Normal
(2-4 Voices)
Rare
(1 Voice)
Added
During
Workshop
Read About Films I
Want to See
Look for Trailers
Online
Look for
Trailers
Online
Look for Film
Information
Online
Anticipate a Film
Set
Expectations
Get Excited
about a Film
475C@3 Vbb^(ÀWQY`Q][^V]b]a`]aS\TSZR[SRWO #!! !
2WOUÒ[bVObVOaWbS[abVObeS`SORRSRb]bVSa]c`QS
R]Qc[S\bRc`W\UO`SdWSee]`YaV]^
@ilek_\i\m`\nnfibj_fgn`k_Xgifa\Zkfi
Xe[Xi\dfk\Zfee\Zk`fe]fik_fj\efkèk_\
iffdn`k_lj%=ìjk#@jZXek_ifl^_Xcck_\
d\ekXcjgXZ\j#[\jZi`Yè^\XZ_f]k_\dè
^\e\iXc%K_`j_`^_$c\m\ci\m`\nljlXccpkXb\j
*'dèlk\j%K_\e@^fYXZbkfk_\c\]k\e[f]
! %
1VO^bS`
k_\[`XîXdXe[jk\gk_ifl^_Xcck_\kfn\ij#
_`^_c`^_kè^k_\dfjkèk\i\jkè^kXjbjè\XZ_
kfn\i%@ek_\Y\^èeè^#@kflZ_fe\m\ip
kfn\iXe[n\[`m\èkf\ogcfiXk`fejf]n_Xk
gXik`Z`gXekjjX`[%N\[\YXk\k_\èk\igi\kXk`fe
f]Z\ikXèkXjbjXe[dXb\\[`kjkfk_\jfliZ\
[fZld\eknfi[gifZ\jjfi#jgi\X[j_\\k#
jk`Zbpefk\j %Jfd\k`d\jn\X[[XkXjbk_Xk
jkXb\_fc[\ij_Xm\\og\i`\eZ\[Ylk[`[eÊk^\k
d\ek`fe\[èk_\èk\im`\njn`k_Zljkfd\ij
=`^li\('%(' %=fijfd\f]k_\kXjbj#n\Êcc
kiXZ\Xhlfk\YXZbkfk_\fi`^èXckiXejZi`gk%
;liè^k_\Óijk_flif]k_\j\jj`fe#@dXb\
jli\\m\ipfe\befnjk_\[`XîXd`jefkZXjk
èjkfe\2g\fgc\Xifle[k_\kXYc\kpg`ZXccp
_Xm\p\Xijf]XZklXc\og\i`\eZ\jn`k_k_`jlj\i
YXj\k_XkZXeY\Yifl^_kkfY\Xi%KfnXi[jk_\
\e[f]k_\[\kX`c\[i\m`\n#k_\i\`jefe\\[kf
i\X[\XZ_kfn\iXe[kXjbXcfl[%8kk_`jgfèk#
@c\kk_\k\Xdi\X[n_XkÊjfek_\jZi\\en_`c\
@ZXccflkk_\dfi\]XjZèXkè^[`jZfm\i`\j#
lem\`cjligi`j\j#Xe[i\Z`k\èk\i\jkè^fi
]leepjkfi`\j%K_\j\jkfi`\jXi\n_XkdXb\
k_\nfibj_fg\ek\ikXèè^\efl^_kf\e[li\#
! &
1VO^bS`
Y\ZXlj\k_\n_fc\i\m`\nljlXccpkXb\j
Y\kn\\ek_i\\Xe[Óm\_flij%
K_\j\i\m`\n_flijXi\mXclXYc\n_\ek_\
jkXb\_fc[\ijY\Zfd\Zf$Zi\Xkfijf]k_\
[`XîXd%@]pflifi^Xe`qXk`fe`jcXi^\#fi`]
k_\i\Xi\kli]YXkkc\jXdfe^[\gXikd\ekj]fi
c\X[\ij_`gèlj\i\og\i`\eZ\[\j`ê#k_\j\
j\jj`fejZXeYi\Xb[fneYXii`\ij%<m\ipfe\
cffbjXkk_\j\kf]èk\im`\n[XkX#[`jZljj\j
èk\igi\kXk`fejf]k_Xk[XkX#Xe[Xî\\jfe
Xi\gi\j\ekXk`fe%=ifdk_`jgfèk]finXi[#
`kÊjefcfe^\iÇ_\jX`[#j_\jX`[%È@kÊjÇk_\
[XkXj_fnjk_`j2k_`j`j_fnn\èk\igi\k`k%È
JlYj\hl\ek[\j`ê[\Z`j`fejk\e[kf^f
dfi\jdffk_cp%
@_Xm\\og\i`\eZ\[fe\Çdfeb\pni\eZ_È
èk_`jkpg\f]i\m`\nnfibj_fg%FeX]\n
gifa\Zkj#e\njkXb\_fc[\ijn\i\Yifl^_kèkf
k_\d\ekXcdf[\ci\m`\n%K_`jnXjk_\ìÓijk
i\XcZfekXZkn`k_k_\gifa\ZkXe[k_\d\k_f[%
8j@Y\^Xekfèkif[lZ\k_\d\ekXcjgXZ\j#
k_\j\e\njkXb\_fc[\ijnflc[Xjbhl\jk`fej
XYflk_fnk_\èk\im`\njn\i\Zfe[lZk\[#
! '
1VO^bS`
n_Xkk_\Xl[`\eZ\j\^d\ekjn\i\#Xe[n_p
k_\i\n\i\fecpjògXik`Z`gXekj]ifdAXgXe%@e
\XZ_ZXj\#k_\k\Xd\ogcXè\[k_\YXZbîfle[#
Ylkk_\j\jkXb\_fc[\ij[`[efkjkfgk_\i\%
?Xmè^Y\\eYifl^_kfekfXgifa\Zk#k_\p
nXek\[kfdXb\X[`]]\i\eZ\#Xe[fe\nXp
f][fè^k_`jnXjZXccè^èkfhl\jk`fe\m\ip
[\Z`j`fek_\k\Xd_X[dX[\[liè^k_\gXjk
]flikf\`^_kn\\bj%;`jZljjè^Xcck_`j#n_`c\
nfik_n_`c\]fik_\e\njkXb\_fc[\ij#gi\kkp
dlZ_[\iX`c\[k_\n_fc\nfibj_fg%Efn#
n_\e@c\Xief]e\njkXb\_fc[\ijafèè^k_\
k\Xd#@j\klgXdVaRcReVd\\kè^n`k_k_\d
Y\]fi\k_\nfibj_fgkf\ogcXè\m\ipk_è^
k_Xk_Xj_Xgg\e\[kfk_`jgfèk#kfle[\ijkXe[
k_\ìg\ijg\Zk`m\#Xe[kfjfc`Z`kk_\ìèglk%
C\jjfec\Xie\[%
EVOb2WRG]c:SO`\KXb\Xcfe^cffbXkk_\d\ekXcdf[\c%N_Xk
jkXe[jflk6;f\jk_\n_fc\d\ekXcjgXZ\
j\\dZfej`jk\ekn`k_n_Xkpflbefnf]
pfliZljkfd\ij6N_`Z_kfn\ijXi\`k\dj
pflnflc[efk_Xm\k_fl^_kf]Y\]fi\k_\
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1VO^bS`
i\j\XiZ_6Ni`k\lgXd\ekXcdf[\ci\gfikfi
gi\j\ekXk`fek_XkjlddXi`q\jpfliÓe[è^j%
2SQ]ÒbSbVS2WOUÒ[
Efnk_Xkk_\kXjbjXe[kfn\ij_Xm\jkfgg\[
j_`]kè^Xe[k_\[`XîXd]\\cjjkXYc\#pflZXe
jX]\cpjn`kZ_]ifdk_\jfliZ\[fZld\ekkf
k_\[`XîXd%@efk_\infi[j#`]XepZ_Xe^\j
e\\[kfY\dX[\èk_\]lkli\#k_\pn`ccY\
dX[\[ì\Zkcpkfk_\[`XîXd%Efn`jk_\
k`d\kf\ei`Z_`kn`k_m`jlXci\gi\j\ekXk`fejf]
k_\Xl[`\eZ\j\^d\ekj#i\^`fej#mf`Z\Zflek#
Xe[jf]fik_%@i\]\ii\[kfmf`Z\Zflekn_\e
@j_fn\[k_\Óijk\oXdgc\f]Xc\^\e[X]\n
gX^\jYXZb%Mf`Z\Zflek`jk_\i\gi\j\ekXk`fe
f]_fndXeple`hl\mf`Z\jn\ekèkfk_Xk
gXik`ZlcXikXjb=`^li\('%(( %PfldXpXcjf
nXekkfi\gi\j\ekfk_\iè]fidXk`feèpfli
[`XîXd%@]Z\ikXèkXjbjfikfn\iji\gi\j\ek
Xjè^c\Xl[`\eZ\j\^d\ek#pflZXeZfcfik_\
YfoXZZfi[è^cp%
K_\Zfcfijèk_`jgXik`ZlcXic\^\e[è=`^li\
('%(( \oXdgc\n\i\Xggc`\[Xkk_\kfn\ic\m\c%
Jfd\k`d\j@lj\Zfcfièk_\kXjbYfo\jkf
!!
1VO^bS`
i\gi\j\ekXl[`\eZ\jfiYc\e[jY\kn\\eknf
Xl[`\eZ\j%@efe\d\ekXcdf[\c#@Zfcfi\[
Zfejld\ikXjbjgèbXe[Yljè\jjkXjbjYcl\#
Xe[Zfcfi\[k_\Yc\e[\[kXjbjcXm\e[\i%P\j#
k_\j\Zfcfij\e[\[lgcffbèîXk_\ie\feXkXc%
?fg\]lccppfl_Xm\dfi\m`jlXc[\j`êjb`cc
k_Xe@%
Conceptual Group
Popular
(4+ Voices)
Normal
(2-3 Voices)
Rare
(1 Voice)
Added
During
Workshop
Technology
Authority
End User
Head of
Household
475C@3 Vbb^(ÀWQY`Q][^V]b]a`]aS\TSZR[SRWO
:SUS\ReWbVQ]Z]àORRSR
!!
1VO^bS`
#&'"
Jfd\k`d\j@glkÇa\n\cjÈèk_\Zfie\ijf]
k_\kXjbYfo\jfiXkk_\kfgf]k_\kfn\ij
kfè[`ZXk\i\^`fefiXl[`\eZ\j\^d\ek%
=fij\m\iXcgifa\Zkjèn_`Z_n\Zfe[lZk\[
èk\ieXk`feXcèk\im`\nj#k_\Zc`\eknXek\[kf
cffbXkk_\kXjbj]ifdXi\^`feXcg\ijg\Zk`m\%
N\n\i\cffbè^]fikfn\ijk_Xkn\i\i\^`fe$
jg\Z`ÓZ#fik_Xkc\]kflkfe\i\^`fe\ekì\cp%@e
k_\[`XîXdY\cfn#n\Zfej`[\i\[k_`jkfn\i
kfi\gi\j\ekXcck_i\\i\^`fej#jèZ\Xcck_i\\
Xi\gi\j\ekkffe\[\î\\fiXefk_\ièk_\
kXjbj=`^li\('%() %
!!!
1VO^bS`
Get Notification to Rpt.
Time Off
Rare
(1 Voice)
8SeSZa]`bW\gQ]Z]`QVWâb]`S^`SaS\b`SUW]\a
!!"
1VO^bS`
#!! %
/cRWS\QSASU[S\b6Wab]UÒ[a
@_Xm\d\ek`fe\[k_\ZfdgXepk_Xk_X[k_\k_i\\ifc\j
\mXclXkfi#`dgc\d\ek\i#Xe[dXèkXè\i n_\i\n\
Zfcfi$Zf[\[k_\kfn\ijjfk_Xki\X[\ijZflc[j\\k_Xkfe\
ifc\jfd\k`d\jnflc[nfib]XièkfXefk_\iifc\ÊjkXjbj%
JèZ\k_\i\nXjjfdlZ_fm\icXgèk_\ifc\jjlggfik$
è^\XZ_kfn\iXe[kXjb#n\Zflc[efkj`dgcpZfcfik_\
kfn\ijaljkfe\f]k_i\\j_X[\j%@eX[[`k`fe#jfd\f]k_\
g\fgc\n\èk\im`\n\[gcXp\[knffi\m\eXcck_i\\ifc\j%
N\lj\[k_\[fkj#j_fneè=`^li\('%(*#kf`ccljkiXk\
k_\ifc\jèmfcm\[è\XZ_kfn\i%?fn\m\i#k_\i\n\i\
[`]]\iè^[\î\\jkfn_`Z_k_\j\^d\ekjjlggfik\[\XZ_
kfn\i%
Kfj\\k_\j\[`]]\i\eZ\j#@Zi\Xk\[X_`jkfîXdèk_\
jgi\X[j_\\kk_XkZfekXè\[k_\kXjbXeXcpj`j[XkX%Kf
k_\i`^_kf]\XZ_kfn\i#@efk\[k_\@;eldY\ijf]k_\
mf`Z\jjlggfikè^k_Xkkfn\i%=fi\XZ_@;#@k_\eÓcc\[
èXZ\ccn`k_k_\Xggifgi`Xk\ifc\Zfcfi#]fi\oXdgc\
Ycl\#î\\e#fifiXe^\%=fi@;eldY\ijn_fi\gi\j\ek\[
dlck`gc\ifc\j#@Ócc\[èXZ\ccn`k_\XZ_ifc\Zfcfi%K_\e
n\jfik\[k_\ZfcfijèkfX_`jkfîXdk_Xkj_fn\[k_\
[\î\\kfn_`Z_\XZ_ifc\jlggfik\[k_`jkfn\i%K_`j
_`jkfîXd_\cg\[ljle[\ijkXe[k_\Yc\e[è^f]k_\ifc\j
]ifdkfn\ikfkfn\i#Xe[n_\i\fe\ifc\i\Xccpkffbfm\i
]ifdk_\e\ok%N_Xkpflj\\Y\cfn`jk_\d`[[c\f]k_\
k_i\\[`XîXdj#n`k_<mXclXkfigèbj_fnè^kfnXi[j
k_\c\]kXe[DXèkXè\iYcl\jkXikè^kfj_fnkfnXi[jk_\
i`^_k#n_\i\k_\j\knfîflgjjn`kZ_fm\i%
:fekèl\[fee\okgX^\¾
!!#
1VO^bS`
/cRWS\QSASU[S\b6Wab]UÒ[a1]\bW\cSR
@dgc\d\ek\iD\ekXcDf[\c?`jkfîXd
Vbb^(ÀWQY`Q][^V]b]a`]aS\TSZR[SRWO #! ' '
gèb4<mXclXkfi#fiXe^\4@dgc\d\ek\i#î\\e4
@dgc\d\ek\i&DXèkXè\i
Ycl\4DXèkXè\i#îXp4<mXclXkfi&@dgc\d\ek\i&
DXèkXè\i
@eXefk_\i\oXdgc\#k_\Xl[`\eZ\j\^d\ekj
mXi`\[]ifdkfn\ikfkfn\i#jf_\i\k_\pXi\
i\gi\j\ek\[YpZfcfi\[[fkjXkk_\kfgf]\XZ_
kfn\i#iXk_\ik_XeYpk_\kfn\iZfcfi`kj\c]
=`^li\('%(* %
!!$
1VO^bS`
Conceptual Group
Popular
(5+ Voices)
Plan for Growth of
Data
Normal
(2-4 Voices)
Rare
(1 Voice)
Monitor Disk
Space
Anticipate
Growth of
Data
Added
During
Workshop
Monitor
Disk Space
Estimate
Capacity
Needs
Evaluator
Implementer
Maintainer
475C@3! Vbb^(ÀWQY`Q][^V]b]a`]aS\TSZR[SRWO #&&'""
1]Z]`SRR]baW\b]eSàb]`S^`SaS\bOcRWS\QSaSU[S\ba
<jj\ek`Xccp#\XZ_[`XîXd`j[`]]\i\ek%=`^li\
flkn_Xkè]fidXk`fe`j`dgfikXek]fipfl
kfgi\j\ek%;\k\idè\k_\c\Xjk[`jkiXZkè^
Xe[dfjkè]fidXk`m\nXpkfgi\j\ek`k#Xe[
\og\i`d\ek%
!!%
1VO^bS`
/aYT]`4SSRPOQY
FeZ\pfli[`XîXd`jÓe`j_\[#Xe[pfli
gifa\Zk^l`[\j]\\cXj`]k_\pZXe\ogcXè`k
kffk_\ij#èkif[lZ\`kkfXn`[\iXl[`\eZ\%
Gi\j\ekpflid\ekXcdf[\ci\gfikkfXjdXep
îflgjXjpflZXe#Xe[Xjbpflik\Xdd\dY\ij
kf[fk_\jXd\%@_Xm\j\\eg\fgc\gièkk_\
[`XîXdXe[X]Óo`kkfk_\nXccèX_`^_$kiX]ÓZ
_XccnXp%@_Xm\\m\ej\\efe\Zc`\ek\eZfliX^\
]fcbjkfdXb\Zfdd\ekjYp_Xe^è^g\eZ`cjfe
jkiè^je\okkfk_\[`XîXdj%
=fiefn@i\Zfdd\e[gièkè^fejkXe[Xi[
gXg\iXe[kXgè^k_\[`XîXdkf^\k_\i#
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gif]\jj`feXcm\ij`fe%NX`klek`cpfl_Xm\
Zfdgc\k\[k_\e\okjk\g1Xc`êè^k_\Zfek\ek
Xe[]\Xkli\jf]pfliXggc`ZXk`fen`k_k_\
kfn\ijèk_\d\ekXcdf[\c%
9\]fi\X[[i\jjè^k_\Zfek\ek#k_fl^_#gXlj\
Xe[Zfej`[\iXcck_Xkpfl_Xm\c\Xie\[XYflk
pfliXl[`\eZ\j%K_\e\okZ_Xgk\ij_fnjpfl
_fnkfdXb\Xepe\\[\[X[aljkd\ekjkfk_\
Xl[`\eZ\j\^d\ekjk_XkpfljkXik\[flkn`k_%
!!&
1VO^bS`
16/>B3@
/RXcabbVS
/cRWS\QS
ASU[S\ba
1][Ô`S@SacZbab]=`WUW\OZ6g^]bVSaWa
!"
1ZO`WTgASU[S\b<O[Sa
!"
!"!
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Once
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Times
DVD Release
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Write Fan Mail
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Write Fan Mail
to an Actor
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Rent a Film
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on DVD
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Projector
Watch a Film on
DirecTV
Watch a Film
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Watch DVD
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Commentary
On
Rent a DVD
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Rent a DVD
from Sponsor
Rent a DVD
from Sponsor
Reserve a DVD
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Reserve a DVD
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Reserve a DVD
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Rent a Film if
Dont Feel Like
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Make Popcorn
Make Popcorn
DVD Release
Dates
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Allow a Film to
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Book
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Can Change
How I Act
Collect FilmRelated Stuff
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Linger
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in Scrapbook
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from Film in
Conversation
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Artwork
Buy Special
DVDs
Alter my
Behavior/
Opinion
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Gifts
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Multiple Times
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I Own More
than Once
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Multiple
Times
DVD
Release
Dates
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Choose Film
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by Director
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Choose Quality
Films
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because of Familiarity
Include Random Film
Choices
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See Whats
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Choose Film
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What’s Playing
Today (by title)
What’s Playing
Today (by
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Film List (by
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Today (by
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What’s Playing
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What’s Playing
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Film List (by
related films)
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List of Movies
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What’s Playing
Today (at
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What’s Playing
Today (by title)
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What’s Playing
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React to the Film
During Screening
Fall Asleep
During a Film
Comment on Film
During Screening
Look for Jokes/
References
Comment on
Film During
Screening
Look for Jokes/
References
Ignore Other People/
Immerse Myself
Hide My Eyes
Attend Films
Alone
Avoid Leaving
in Middle of
Film
Feel Strong
Emotions
Watch Certain
DVDs Alone
Admire Craft of
Screenplay
Respect the
Reactions the
Director Wants
Share
Reactions with
a Companion
Immerse
Myself in a Film
Anticipate
Scenes in Film
Based on a
Book
Admire Craft of
Film
Watch a Film
Respectful of
the Artist
Avoid Audible
Reactions
Avoid
Companions to
Concentrate on
Film
Get Nitpicky
about
Interpretation of
Book
Admire Craft of the
Film
Respect the Artist
Look for
Choreography/
Stunts
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Observe Other
People’s Reactions
Observe Other
People’s
Reactions
Compare Film to Book
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1VO^bS`
(4 = really feasible)
Toys
Label
Name
Toy Store Collectibles by Film
eBay
eBay Collectibles by Film
Seasonal
Seasonal Marketing Campaigns
DVD Release
DVD Release Date Lookup by Film
DVD Co-Releases
DVDs Released Around Same Time as
Film
DVD Sales
DVD Sales Numbers
Press
Film Press
Parking
Park Once, Easy Walk
Comparison
Reviewer Comparisons to Book
Jokes
Jokes & References
Description
Ads for collectibles related to the
film from partner toy stores
Links to collectibles related to the
film on eBay
"Have you seen your summer
blockbuster yet?" or "October is
the month to see a horror film!"
Enter film title or choose from list
filtered by director, actor, other?
See the DVD release date.
List of other DVDs released within
default 14 days of a film. Can
adjust timeframe.
Sales of DVDs to date for selected
film.
News, press releases, reviews for
selected film.
Enter film to see or theater to
attend plus restaurant or cuisine,
see best parking location to walk
to both locations. Extend to
parking reservations?
Summary of comparisons to the
book from reviewers.
List of in-jokes and "Easter eggs"
for selected film, for feature and
(4 = really important)
Technical Difficulty
Resource Availability
2.00
3.25
To the Business
3.50
To the Customer
1.00
1.75
3.00
2.50
1.00
3.75
3.50
3.50
1.00
2.75
2.75
2.00
1.75
2.75
2.75
2.00
1.50
2.75
2.75
2.00
1.00
3.75
2.75
1.00
1.50
1.00
1.25
3.00
4.00
3.75
3.25
1.00
3.00
2.75
2.00
1.00
4.00
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Label
Toys
eBay
Seasonal
DVD Release
DVD Co-Releases
DVD Sales
Press
Parking
Comparison
Jokes
Name
Toy Store Collectibles by
Film
eBay Collectibles by Film
Seasonal Marketing
Campaigns
DVD Release Date Lookup
by Film
DVDs Released Around
Same Time as Film
DVD Sales Numbers
Film Press
Park Once, Easy Walk
Reviewer Comparisons to
Book
Jokes & References
Description
Ads for collectibles related to the film from
partner toy stores
Links to collectibles related to the film on eBay
"Have you seen your summer blockbuster
yet?" or "October is the month to see a horror
Enter film title or choose from list filtered by
director, actor, other? See the DVD release
List of other DVDs released within default 14
days of a film. Can adjust timeframe.
Sales of DVDs to date for selected film.
News, press releases, reviews for selected
Enter film to see or theater to attend plus
restaurant or cuisine, see best parking
location to walk to both locations. Extend to
Summary of comparisons to the book from
reviewers.
List of in-jokes and "Easter eggs" for selected
film, for feature and DVD.
OVERALL SCORING
Average
Average
Feasibility
Importance
2.63
2.25
(4 = really feasible)
Technical
Resource
Difficulty
Availability
2.00
3.25
(4 = really important)
To the
To the
Business
Customer
3.50
1.00
2.38
3.63
1.75
2.25
1.75
3.75
3.00
3.50
2.50
3.50
1.00
1.00
2.75
1.88
2.75
2.75
2.00
1.75
2.75
1.75
2.75
2.75
2.00
1.50
2.75
3.25
1.13
1.50
1.25
3.50
2.75
3.75
1.00
2.75
2.75
1.25
2.00
1.00
3.00
1.00
1.50
4.00
3.50
2.00
3.75
3.25
1.00
3.00
2.38
2.50
2.75
2.00
1.00
4.00
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Prioritization Chart
4.00
Parking
3.00
DO NEXT
DO FIRST
Importance
Jokes
* Seasonal
Toys
2.00
X eBay
Comparison
DVD Release
+ DVD Co-Releases
DVD Sales
Press
RECONSIDER
1.00
0.00
0.00
1.00
PUT OFF UNTIL LATER
2.00
3.00
Feasibility
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Business
Mental Spaces
Consumer
Mental Spaces
PRIMARY NAVIGATION
Needs-Based
Scenarios
Products
Account
Information
Orders
Support
Billing
Your Products & Services
Company
Information
UTILITY NAVIGATION
Contact Us
Shopping Cart
OUT OF SCOPE
Local News/Content
Reference
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Decide to
Watch a Film
Watch a Film
at Home
Choose Film
Choose a
Theater
Encounter a
Film I Haven’t
Heard Of
Eat Dinner
Attend a Film
Event
Identify with a
Film
Learn More
About a Film
Watch the Film
Go to the
Movies
Choose a Time
Interact with
People About a
Film
Follow the
Industry
Inspiration to See a Movie
Encounter a
Film I Haven’t
Heard Of
Decide to
Watch a Film
What, When, Where, &
With Whom
Popcorn, Seating,
Ambience
Watch a Film
at Home
Choose Film
Attend a Film
Event
Choose a
Theater
Go to the
Movies
Submersion in the
World Depicted
Watch the Film
Identify with a
Film
Learn More
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Choose a Time
Discussion & Something
to Eat
Interact with
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Film
Eat Dinner
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Rate a Film
Rate a Film
Wireframe: Rate a Film
User’s Intentions:
Often moviegoers look forward to talking about the film with the companions they went to the
film with. People will ask each other their opinion of the film, relate scenes that affected them,
talk about the characters, and expound upon the work of the actors, directors, writers, etc. If
the film was based on a book, people will talk about the interpretation of the text onto the
screen. Some movie fans will use this discussion to expand their understanding of the moviemaking craft. Usually this discussion occurs directly after viewing the film, but it can also
happen days later, or over email, by telephone, or in online discussion groups. The rare
moviegoer actually writes up a review of the film, either recommending it or not, and sends it to
friends or posts it online. People are more likely to voice a recommendation when asked
directly.
Discuss the Film
Afterwards
Avoid
Discussions
Ask Stranger
Their Opinion
After a Film
Eat Dinner
Discuss
Interpretation
of Book
Eat Dinner
with
Companion
Learn Craft
Discuss. Unusual Points
Discuss Film
Afterwards
Recommend a
Film
Recommend
a Film when
Asked
Go to Sit and
Discuss Film
Write a
Review
Rate a Film
Rate a Film
When discussing the film directly after viewing, people will go somewhere and sit, usually
accompanied by beverages and food. Sometimes the food is a formal meal, such as dinner or
lunch. If the meal will take some time, moviegoers must decide whether it makes more sense
to eat before or after the film, and in order to decide they will need to know what time the
movie lets out at various theaters, as well as what restaurants are convenient and have
available tables. For certain restaurants, they may need reservations. If the meal is simply
coffee at a café, the moviegoers will want to know which cafes are open when the movie ends,
and whether they are within walking distance.
Eat Lunch
Before a Film
Eat Dinner
After Film
Eat Dinner
Before Film
Assumptions About the Designed Environment:
Decide When to
Eat Dinner
Decide When
to Eat Dinner
Make Reservations
- User has seen the movie
- User is rating/writing for an audience –either “everyone” or a select group of friends
- User follows established etiquette of writing recommendations
Make
Reservations- User will rate films honestly, not randomly or purposefully rate all films at one value
- User has something interesting to say
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/P]cbbVS/cbV]`
you can increase your odds. One of the best ways is to understand
users’ reasons for doing things. Mental Models gives you the tools
to help you grasp, and design for, those reasons. Adaptive Path
co-founder Indi Young has written a roll-up-your-sleeves book for
designers, managers, and anyone else interested in making design
strategic, and successful.
“Indi Young’s mental models are the perfect way for your team to integrate your user’s perspective
into your design. I’ll be giving this book out to all our important clients and insisting they make it
part of their process.”
M E N T A L M O D E L S by INDI YOUNG
There is no single methodology for creating the perfect product—but
JARED SPOOL
CEO and Founding Principal
User Interface Engineering
“Indi’s book provides a systematic and invaluable means for applying mental models; having used
her method on many large projects, I’m a true believer.”
CAMILLE SOBALVARRO
Senior Director, Web Marketing & Communications
Sybase Inc.
“Indi Young’s common-sense approach focuses on user behavior, diagrammatic representations,
and the participation of all stakeholders in collaborative discovery. It is a book that designers and
students alike will find useful.”
RICHARD BUCHANAN
Professor of Design
Carnegie Mellon University School of Design
MENTAL MODEL S
www.rosenfeldmedia.com
Aligning Design Strategy with Human Behavior
MORE ON MENTAL MODELS
www.rosenfeldmedia.com/books/mental-models/
by INDI YOUNG foreword by Jeff Veen

Mental Models: Aligning design strategy with human behavior

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