Conversational Context is King for Successful Models
A product or service is only as good as it fits its intended context. Let’s take the example of Segway — it’s an interesting mode of transportation, but where does it actually fit? Is it for sidewalks or streets? Is it safe for the average driver?
Similarly, visual models (personas, journey maps, mental models, value propositions, ecosystem diagrams, etc.) are only as good as the conversations they facilitate. So often, the creator of the model may put too much emphasis on the model itself and not think about the context in which it resides. Before showing off a model, we must ask questions like, who will be the viewers?; what are the relationships between those viewers?; what emotions might be sparked?; how can I help navigate and provoke uncomfortable conversations from this model?
Some ways to overcome the limitations of models might include the following:
- Share the clear purpose: Clearly write this out on the model or state it when presenting the model.
- Provoke: If the model is complex or shares a lot of data, place markers (conversation bubbles, stars, etc.) near important areas to highlight.
- Prototyping: Just like we would with products and services, it is imperative to prototype a model before using it in a facilitation session. Take the model to other team members and ask them what stands out, what is provoked, etc.
- Create loops for feedback: If the model is displayed on a digital or physical board, leave post-it notes to provoke conversations.
According to Don Norman, “Good designers never start by trying to solve the problem given to them: they start by trying to understand what the real issues are.” Models will be much more successful if its creators first try to think about and prevent any issues that come up from the model meeting its intended conversational or action-oriented purpose.
