What is mental modeling?

Mental modeling creates an accurate representation of how users mentally organize the functions and information presented in a product or website. Instead of relying on expert opinion, we ask representative users to make similarity judgments between individual elements of information. First, we analyze the product carefully to determine the smallest items of information that one could reduce it to and have the information items remain meaningful to a representative user. After taking a representative sample of these items, we produce cards with one information item printed on each card. Qualified participants sort cards according to how they think the cards are related. Using statistical data analysis, we then produce a diagram showing how these elements should be visually and hierarchically related. This blueprint for the information architecture is a direct reflection of users' conceptual models. When prototypes are built according to the blueprint, they are much easier to use than prototypes based on users' suggestions or on the structure of the underlying code.

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What can I apply it to?

Virtually any domain. Mental modeling is especially useful whenever you have a product, such as a financial services website or a gas pipeline control system, which requires its users to navigate among many separate pieces of information. In the world of computer products, some examples would be:

• large websites
• enterprise-wide systems
• process control systems
• web-delivered applications
• help systems
• shrink-wrapped software

How much does it cost?

A typical mental modeling study costs $20,000 - $30,000 and takes 3 - 4 weeks. These numbers will vary depending upon the complexity of the project. For a customized proposal and quote, please contact us.

What do I get?

A final report that details our findings and provides specifications for the number and types of categories that should be represented in the information architecture.

Where does it fit into the design process?

Near the beginning, after requirements gathering has been completed.