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Practical Modeling: Making the Invisible Visible
Elmendorf | Hinton | Hoff
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Hello!
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#ias15 #model
We are information architects at The Understanding Group (TUG) where we get to model messes
Andrew Hinton Kaarin HoffJoe Elmendorf@josepilove @inkblurt @kaarinh
Intended Take Aways• Confidence in your modeling ability • Understanding of why modeling benefits a project • Knowledge of some major modeling modalities • Ability to use modeling to help you better understand
complex problems • Insight into when collaborative model creation and
discussion works and why
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Agenda• Welcome• What do we mean when we say Practical Modeling?• Why Model?• Activity: Warm-Up • What Types of Conceptual Models?• How to Get Started• Activity: Modeling Complex Systems• Modeling for Sharing• Activity: Sharing is the Goal• Modeling, Not Just for Breakfast Anymore• Conclusion
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9:30
8:30
11:30
12:30
10:30
Today…
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Say hello to the person next to you
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Modeling is freedom
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What do we mean when we say Practical Modeling?
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AbstractModels
PhysicalModels
Mathematical Models
Scientific Models
Conceptual Models
Many kinds of models
Our Focus Today
Scientific Models
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• Manipulate ideas as objects
• Explore their relationships
• Work with complex systems
Conceptual Models help us
Conceptual is not the opposite of practical.
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Why Model?
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IA is big
To get at the “what”… IAs do a lot of modeling
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!Semester - Based Activity Cycle
Enroll for semester Pay BillCourse Planning
Add/Drop classes
VETERAN:
A Enrollment Verification
Start classes
Warning grades
Final gradesState Intent To Attend university
Admissions Financial Aid Enrollment
DIAGRAM KEY
Complete Degree/Diploma Application
Warning grades
Final grades RSVP/Apply for Graduation
CommencementResearch and SelectionConsidering all aspects of university
Apply to universityConsidered for some merit based scholarships
Acceptance to university
Take Placement Exams
Attend Orientation
Visit Campus (Attend an Event)
Register for Placement Exams and Orientation
UNDERGRADUATE
TRANSFER or high school dual enrollment:Request Official Transcripts from College(s) Send to university
Get book vouchers
Add/Drop classes
Pay Bill
TRANSFER:Receive Worksheet
Notification of Merit-Based Scholarship Award
Request Information
Apply for Private Scholarships
Special Event
VETERAN:VA Enrollment Verification
Start classesPay Enrollment Deposit
Varies by Applicant
Ideal PathCalendar Year - Based Activity Cycle
Tuition Updated
Apply for Current Scholarship & Department Specific Aid & Other options
Apply for Private Scholarships
Prospective Student First Semester Student at UMD Second through Final Semester Student Cycle Student Ready to Graduate
Course Planning
Change CollegesTrack Grades
& monitoring progress to degree
Update Personal Ino
Academic Calendar and Deadline Dates
Ongoing
Senior AuditRequest Senior Audit
Readmission
TRANSFER:Transfer Orientation
INCOMING FRESHMEN or TRANSFER with <24 credits:
Take ACT or SAT&Request Official Highschool(s)TranscriptsSend scores to university
TRANSFER:Petition for courses to be transferred if previously denied
TRANSFER:Special Event
If taking Summer Courses: Summer Financial Aid Application
Applying for Financial Aid
Receive Comprehensive Award Letter
If selected for VerificationComplete Verification process
Applying for Financial Aid
Receive Award Letter
If selected for VerificationCompleter Verification process
Meet with Academic Advisor
Complete College & Program-specific requirements
INTERNATIONAL:fulfill additional requirements
Accept Loan(s)
Accept Scholarship(s)
Accept Aid
Course Planning
Change CollegesTrack Grades
& monitoring progress to degree
Update Personal Ino
Academic Calendar and Deadline Dates
Ongoing
Get book vouchers
Cart with Purchasable
ItemsMessaging
asking users if they would like to keep their
cart
Cart empty
Cart deleted
No?
Yes?
Cart with Purchasable
Items&
Non-Purchasable Items
Cart Non-Purchasable
Items
CheckoutConfirmation of Purchase Page
Purchasable Items
purchased
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WHATHOW
WHAT How
Project
Models establish understanding throughout the project
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project
Before During After
What.………………….How
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Facets ! Location!
Search!
Learning!
Relevance!
Cross-selling!
Utilities!
Channels!
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“culture”!
“love”!
“fun”!
“nature”!
“jazz”!
“economy”!
“smart”!
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Facets ! Location!
Search!
Learning!
Relevance!
Cross-selling!
Utilities!
Channels!
Models can do things interfaces can’t…
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(relationships/ideas) (pixels/atoms)Models Interfaces
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Models Interfaces
Why are we doing this? What is it? How do all the parts relate?
How will someone use each part? What will it look like?
People are visual
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What is this?
• 6 legs
• 4 wings
• 2 eyes
• Long abdomen
• Powerful jaws
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Conceptual models allow very different kinds of information to get along
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0"
2"
4"
6"
8"
10"
12"
14"
1" 2" 3" 4" 5" 6"
Too busy NOT to model
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Agile
WaterfallWireframes=my job“I am involved beginning to end.”
“I do user research, I don’t make structural
decisions.”
Products/services exist in a landscape
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Competition / Time-to-MarketBrand / Reputation
Technology / Infrastructure
Service Product
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Models become molds for making.
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Warm-Up Activity!Model the way you get or make coffee/tea, as system
20 minutes to work independently 5 minutes each to share
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Conceptual Models help us work with
relationships.
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Similarities Influences Dependencies Sequences Systems
Abstract Concrete
Vague vs Firm relationships
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AC
2 A
B
owned by
Circles can help avoid implying structure prematurely …
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no sides, no lines sides imply lines
Architects’ “bubble” diagrams
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Architects’ “bubble” diagrams
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From functional model to conceptual architecture …
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ARTMAX HOME
[Visual Showcase]Topical / curated spotlight of brand-representative products.
PRODUCTS COMMUNITYLEARNING ACCOUNT ABOUT
[Brand Statement / Description(Links to "About")]
Latest NewsAggregated from learning, social media, community, etc. - Editorially curated (can have sticky posts)- Item from a given org links to that org's new or home. - Link to the main News area in "About"
Social Media Links
Promotion Spot
History / Mission content.
Store Managers’ Blog
Sharing (curated)- Art - Tips / Ideas (more tbd)
Events Calendar (cross-ref w/ store finder)
Intro / Overview About the community, policies, etc.
Cross-channel connections / directions / kiosk locations shortcut to ‘find store’ facet.
Company News
Store Managers’ Blog - Most Recent
Utility Nav- Search- Contact - Find Store
Footer- Required boilerplate - Business & B2B Links
Tutorials
- cross-ref w/ Products when specific to a particular catalog item
For Each Product …
(Specifics TBD)
- Attributes should include editorial ranking + user ranking
Browse by tree hierarchy + facets. (Account Specifics TBD)
2.0
3.0
3.1
4.0 6.0 7.05.0
Learning Blog / Stories
Related products
Global NavPRIMARY emphasisSECONDARY emphasis
Persistent Nav Elements
1.0
Examples
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Example: Relationships between various challenges, and how they affect scalability and growth.
Example: Finding functional priorities & centers of gravity …
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… before locking down structure.
Example: Looking for emergent patterns in all the elements …
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Metadata Landscape Diagram | v. 0.4 | November 01, 2012 CONFIDENTIAL | The Understanding Group / DirecTV
Analytics
Digital Marketing
Commercial Advertising & Marketing
Video / Production / Technical
Availability
External Social Media
Personal Details
Cross-ChannelCustomer Relationship / History
Hardware / Devices
Contract
Identification
DescriptiveMetadata
(3rd party & Other)
CUSTOMERS
▪ Personnel (Actors etc) ▪ Genre, Sub-genres ▪ User Ratings, Comments▪ Availability (dates, channels)▪ Format / Aspect Ratio▪ Digital Assets (Posters etc)
▪ Personnel (Actors etc) ▪ Genre, Sub-genres ▪ Series, Season, Episode ▪ User Ratings, Comments▪ Availability (dates, channels)▪ Multi-channel content▪ Related programming (e.g. "Talking Dead")
▪ Games / Schedule▪ Channels, Packages▪ Blackout areas ▪ Players & other Personnel▪ Connectors to statistics▪ Social media (hashtags, chat room links, etc.)
INTERNAL
IMDBRotten
Tomatoes
Rovi
ProductsPromotions
Recommendations(Curated)
Curated Content(Quality + Recency)
Toolset
Targeted Ads
Engine
Recommendations(Automated)
Audience Measure Data
Stats, Inc.
Common Sense
VTAP
Flixter
Clickster
Noble Savage
TMS ID / Channel ID
Asset NameProvider
Creation Date
Run timeAspect Ratio
Codec
Frame Rate
Bit Rate
Top Box OfficeTop DVD
Sales
Social Sign-on
Preferences
Behaviors
Favorite ProductsWishlist
Loyalty / Heart Score
Sentiment
SocialGraph
Comments
SocialFavorites
RatingsSharing
First-screenSecond-screen
Segment + Persona
Device CapabilitiesAuthorizations Customer
TV Remote Code
Addressable DVR Data
Home/Receiver IP
Billing
Problem Resolution
Touchpoints
ServiceHistory
Transactions
Installation Notes
Order History (PPV etc)
OPPV vs IPPV(box vs online)
Channel Favorites
Hardware ProtectionEligibility Hardware
Segment
AccountNumber
Receiver ID
Other IDs
Email AddressSocial Email
Phone / SMS
GPS Location
Device Management
Device Management
Clickstream
Email Preferences /
Opt-In
Churn Risk Score
Commitment Date
Auto bill-pay
Acct Type (Res, Biz, Pending)
Credit Band
Connected Box Y/N
Zip/DMA
Region
Package
Bundle Channels
Consolidated Profiles& Sub-Accounts
HOUSEHOLD ACCOUNT
ENTERTAINMENT
PRODUCT
Programming
PackagesPremiums
Licensing Windows
PPV: Exp Date, Window,
Price
Rights Mgmt
Start DateINTERNAL
ROLES
Product Placement
"Shazam-able" Media &
Retail
RSN(Regional
Sports Network)
Buy Window
Movies
Series
Sports
Example: illustrating information overwhelm & overlapping contexts
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4
15
3
18
2224
29
20
32
31
30 28
19
21
1
14
2
16
5
6
7
17
25
26
27
8
9
1011
12
13
Industry
Find
Personal
Optimize
Persona 2
Persona 3
Persona 5
Persona 4
Persona 1
2A
1ASomething B
Something A
Something C
Example: X-Y Plane, Color, & Shape to determine user research trends and representative personas
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Example: An “Info Model” for a large non-profit
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Advocacy (Generates Awareness)
Initiative 3
Volunteers
Initiatives
Initiative 4
is a
Grant
is a
is a
is a
is of type
Initiative 1
Initiative 2
for
is aimed at
is a
is a prepare agenda for the
have
Government
ZMags (publications, products, catalogs)
Online System
Unit 6
State & Federal
Organization*
make aware
Law Violators make
Congress
Board of Delegates
is an
feed content and the best practices in
is primarily aimed at
help in driving
the
organizes EHS focused
Award Dinner
has
is an
DB for Volunteers
DB
are placed in
Initiative 5
Division
Delegatestwo are
delegates to the
get appointed
to
form
two are part of
Members*(Organizations)
five together form a
feed best best practice, policy
recommendations
Commercial
Direct Support
Unit 6
are acquired by
Territory
Chapters
Locations
Companies
Training Centers
Members (Organizations)
Have Participation Record
Trade Associations
Organization*
▪ Direct Email Campaigns
▪ Sales Teams (Field and Internal)
▪ Direct Marketing (SEM, Organic Searches)
can be participants
in
LMS
DB
Classroom Training
Onsite Training
Online Training
Librarians
have
Knowledge Management and Creation
KMS
DB
take care of
Course-books, Classes, Videos, Work-books, Training Materials
Reference Librarian Services
(alerts, emails)
use
Inventory Products
deliveressupplied
to
Sales Team
are also sold by
International Council
is a subsidiary of
Companies Outside USowns VAR Distributor Partner Engaged
Chapters
are labeled into
Internal Team (Subject Matter Experts)
External Team
Content Vision Creative Packaging and Products
Modules and Training Material
handles
handle
Contact (primary,
training center)
Person
is a
belongs to
belongs to
Intranet
Employees of Organization
Online Interface
search, do research on
has a limited functionality
call, email
Archived content (brochures, magazines,
articles etc.) dating back to Organization inception
contains
Sponsorship
is a
is of type
for
Business Units
Unit 2
Unit 1
Unit 4
Unit 5
Unit 3
Unit 6
Unit 8
Unit 7
Products
Product 7Product 2
Product 4
Product 5
Product 3
Product 1
Product 8
Product 9
Product 6
get assisted by
offer
drives
is aimed at
for other
offer
is offered on
delivered bydelivered
by
delivered by
Members
Non Members
Safety and Health
ePublications
Colleges
CD Version Monthly Emails
is also available
in is of types
are available
as
is of type
are purchased primarily
by
are subscribed to by
have
Channels
Distributors
Direct (Inside, Field Sales)
Chapters
Public Instructors
Service Aggregators
are are being sold using
assist in creation of
has
has
connect to
have links to
assist in creation of
are acquired by
are acquired by
solve queries of
CRM
DB
are placed in
are placed in
are of type
assist in creation of
takegive services
to
offers
offers
gain access to/ can modify
based on permissions
CMS (Wordpress, Sharepoint)
DB
Shopping Cart
Online System
is build using
Shared Services
Lead Generation
Awards
Packaged Training
Research & StatisticsMarketing
Communication
Publications
are of types
are of types
offers
Purchasers
is a
purchase through
are sold via
are sold via
purchase through
archives Magazines Books Facts NewsletterWebinarsPay-wallFreeMembers only
provide
Compu-System(data and campaign
management)
Online System
Organization*
are are being sold using
Exhibitorspay
to present on
provide
takeCampaigns
Campaign 1 Campaign 2
Awesome Award
are published
on
are of type
is a
is a
Great Plains - Accounting
SystemDBEmail
Campaigns Tool export
emails to
Marketing
used for
sales data
are accessed viahandle
advertising data is
stored in
sales data
Course
Course 1
Course 5
Course 4
Course 3
Course 2
Court Corporate State
give
MID
Case Call
Corporate
Contact
Business Name
Status (state)
Related MIDs
Interaction History
Action History
Escalated
Resolved Category Notes
Agent Info
Phone Queue
MID Value Agent Value
Equipment
Documents …has associated…
…has a…
…has a set of…
…has…
…has...
… is based on…
…has…
…can be…
…can be…
…is associated with a least one…
…is assigned a…
…has corresponding…
…has...
…was in a…
…is with a…
…is associated with one or more…
…is associated with one or more…
…has a…
…has a…
…has a…
Agent
…has…
…is a…
…is created for each…
…is an action in the…
…has a…
…has an…
…based on…
…based on…
Example: An “Info Model” for one part of a complex financial institution
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Example: “Dumb” architecture, deciding the basics.
Semester - Based Activity Cycle
Enroll for semester Pay BillCourse Planning
Add/Drop classes
VETERAN:
A Enrollment Verification
Start classes
Warning grades
Final gradesState Intent To Attend university
Admissions Financial Aid Enrollment
DIAGRAM KEY
Complete Degree/Diploma Application
Warning grades
Final grades RSVP/Apply for Graduation
CommencementResearch and SelectionConsidering all aspects of university
Apply to universityConsidered for some merit based scholarships
Acceptance to university
Take Placement Exams
Attend Orientation
Visit Campus (Attend an Event)
Register for Placement Exams and Orientation
UNDERGRADUATE
TRANSFER or high school dual enrollment:Request Official Transcripts from College(s) Send to university
Get book vouchers
Add/Drop classes
Pay Bill
TRANSFER:Receive Worksheet
Notification of Merit-Based Scholarship Award
Request Information
Apply for Private Scholarships
Special Event
VETERAN:VA Enrollment Verification
Start classesPay Enrollment Deposit
Varies by Applicant
Ideal PathCalendar Year - Based Activity Cycle
Tuition Updated
Apply for Current Scholarship & Department Specific Aid & Other options
Apply for Private Scholarships
Prospective Student First Semester Student at UMD Second through Final Semester Student Cycle Student Ready to Graduate
Course Planning
Change CollegesTrack Grades
& monitoring progress to degree
Update Personal Ino
Academic Calendar and Deadline Dates
Ongoing
Senior AuditRequest Senior Audit
Readmission
TRANSFER:Transfer Orientation
INCOMING FRESHMEN or TRANSFER with <24 credits:
Take ACT or SAT&Request Official Highschool(s)TranscriptsSend scores to university
TRANSFER:Petition for courses to be transferred if previously denied
TRANSFER:Special Event
If taking Summer Courses: Summer Financial Aid Application
Applying for Financial Aid
Receive Comprehensive Award Letter
If selected for VerificationComplete Verification process
Applying for Financial Aid
Receive Award Letter
If selected for VerificationCompleter Verification process
Meet with Academic Advisor
Complete College & Program-specific requirements
INTERNATIONAL:fulfill additional requirements
Accept Loan(s)
Accept Scholarship(s)
Accept Aid
Course Planning
Change CollegesTrack Grades
& monitoring progress to degree
Update Personal Ino
Academic Calendar and Deadline Dates
Ongoing
Get book vouchers
Example: Describing complex workflow before making the system
47
48
Example: behavior patterns and correlating IA approaches
Example: Created to clarify structure of checkout for developers
49
Cart with Purchasable
ItemsMessaging
asking users if they would like to keep their
cart
Cart empty
Cart deleted
No?
Yes?
Cart with Purchasable
Items&
Non-Purchasable Items
Cart Non-Purchasable
Items
CheckoutConfirmation of Purchase Page
Purchasable Items
purchased
Example: Chef Searching Online for New Recipe
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Determine which to work off of
Modify
View in browser tabs
Save several options to hard drive
Physically write notes
Don’t Print
Question Select starting point(s)
ID nomenclature ScanSearch Refine Compare
Candidates
New / additional nomenclature
Filter
Sort
Search within search results
one or more
Save to one
or more Hard
drive
Network
View on screen
Blog
Add print out to notebook along with original print out
with hand written notes
Hard drive
Network
Make Recipe
Troubleshoot Finalize Recipe
Save to one
or more
Read & remember
Chef Searching Online for New Recipe/Technique
Select Candidates
Example: Scenario Touchpoints
51
Email welcoming her to TV Show
Membership
Watches TV and tells husband
Watching TV Show on TV
Watching TV Show on TV
Sees Tweet about earning points,
follows link
About TV Show page
Next time she watches TV Show she checks-in and
earns points
Hears promotionVisits TV Show website to find
out more
Follows TV Show Twitter to get alerts about the
promotion
Sees Game promotion & son
asks to play
Plays with son on TVShow.com
Prompted to join TV Show Club to
earn points
Joins Creates wish listTV Show & game
play becomes nightly ritual
Husband joins TV Show Club
Watch for TV Show together
About TV Show page
Sweepstakes page on TV Show
Club page
Signs up using Facebook login
Shares on Facebook
Social
Key
I understand Membership
Benefits!
Family friendly!
I can get things I need!
thought
Signs up for TV Show club
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How to get started
Organize what you know and see what patterns emerge
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Take nothing for granted.
Keep things pliable
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A map is not the territory it represents, but, if correct, it has a similar structure to the territory, which accounts for its usefulness
Alfred Korzybski
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Paradox of Cartography: To present a useful
and truthful picture, an accurate map must
tell white lies.
57
All Models Have Limits
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Create several models that provide specific
perspectives.
Map out the relationships between the parts to better understand the whole.
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Don’t worry about being messy
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Activity! Things are getting harder
45 minutes to model independently 7 minutes per person to share with neighbor
• Organize what you know and look for patterns
• Take nothing for granted
• Keep things flexible
• Create a representative view, not a perfect view
• Create lots of small models
• When you get stuck, focus on the relationships between the parts
• Don’t worry about being messy or starting over
• Keep track of questions and assumptions
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Sharing your Understanding
Others can benefit from our models too
65
Prioritize a focus and Align on strategic direction
66
Identify and confront
assumptions
67
Keep participants on the same page
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Making Models More Shareable
69
Clarity Matters
70
Set the Stage
71
Know Your Audience & Objective
72
Make it Look Good (maybe?)
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Activity!Sharing is the Goal
20 minutes to work independently 10 minutes 1 person per table share their model and then discuss
• Make sure you’re not doing too much
• Provide a clear framing of what the model is doing
• Collaboration and Validation or Presentation and Preservation
• Make it look good enough for what you’re trying to achieve
75
Take your model from earlier and adapt it to be more shareable in a collaborative environment.
Modeling: Not just for breakfast anymore
76
- Modeling makes both small and big things clear - Models aren’t only useful for big messy things - Anything can be modeled, everything should be modeled
Example: High-level Model of Sale
77SALE PRICE
RETAIL PRICE
MEN WOMEN PETITE JEWELRY & ACCESS ORIES
SHOES FACTORY STORE
BABY
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• Modeling is a kind of making: it’s the craft of understanding.
• It can work at many levels of fidelity, from abstract to specific.
• You can do it whenever, to figure out big / complex concepts.
Practical Modeling
79
THANK
