Database Reference
In-Depth Information
As a representation of a market, the Identity model has proven very powerful for teams.
It helps them understand who their users are in a way that is immediately actionable. And
because any one person in a market may manifest any number of identity elements, ad-
dressing all the elements with design ideas ensures that the market as a whole is covered.
Other models are consolidated similarly.
The Relationship model
(
Figure 4.8
)
shows
the different people who are close to the user and how they affect setting up and going on
trips.
The Collaboration model
*
(
Figure 4.9
)
shows the different interactions that occur
over the course of planning and going on trips. Both of these models show data to help
teams design for the Cool Concept of Connection. Like the other models their representa-
tion has structure, story language, a way in, and a point of view on the lives of users that
matter for design thinking.
The
Sequence model
(
Figure4.10
)showshowspecifictasksaredone;therewillbeone
consolidatedsequencemodelpertaskofinterest.TheSequencemodelisbrokeninto
activ-
ities
, set off by the green bars. Each activity is a coherent part of the overall task with its
ownsetofconcernsandactions.Activitiesaregoodcandidatesforsupportinanapp,being
smaller, focused intents that could be supported with a targeted set of functions. Sequences
also show
intents
—the pink boxes—which say why the user cares about doing a step. In-
tents guide redesign by showing what really matters to the user—as long as core intents
are supported, the steps can be changed. Finally,
breakdowns
—the boxes marked with red
zigzags—show problems that should be solved in a redesign. The Sequence Model has a
classic linear structure, but the activities break it into manageable chunks and the break-
downs and intents provide a way in.
Figure 4.8:
A Relationship model for travel, showing the important people involved in the travel story and
how close they are to the user.
