Understanding your customers’ minds

Having previously worked as an ergonomist in safety critical industries, I have spent hours conducting detailed task analysis, cognitive workload assessments and ethnographic research in order to inform design development and provide safety assurance. However, since moving into the world of customer experience, I have been surprised by the somewhat haphazard approach that companies take to understanding their customers. The impact of a poorly designed customer experience is significantly less than a poorly designed control centre. However, the understanding of customers can drive innovation and help make the customer experience a core differentiator.Recently, I have become particularly interested in the use of mental models and the idea that you can map out the beliefs, assumptions and goals that are held in customers’ heads. After all, a customer experience exists in the mind of the customer.

A mental model can be defined as: “An explanation of someone’s thought process for how something works in the real world” (Wikipedia, 2008). One of the best books I have read in this area is by Indi Young, titled ‘Mental Models – Aligning Design Strategy with Human Behaviour’. This book explains what mental models are, when and why you should use them and what they can bring to a project. It begins with the belief that good design depends on empathy, which in this case means “that you completely understand what a person wants to get done and that this is distinct from simply studying how a person uses something.” Young outlines a detailed methodology that involves conducting interviews, carefully combing through the transcript identifying tasks, feelings and philosophies, recognising patterns and then building an affinity style model.

Mental models will not only show the tasks that customers do, but also how and why customers accomplish something. Indeed, one of the most important elements is not only understanding customer and emotions but also underlying influencing factors. By understanding these factors it is possible to develop strategies to improve the overall experience. This year, we conducted some ethnographic research for one of our multi-channel clients in order to understand their current customer experience. As part of this research we mapped out the experience shaping factors and how these influenced the cross-channel journey of specific customers. This proved to be extremely valuable and the visual deliverables talked to stakeholders at all levels.

In conclusion, mental models can complement other techniques, such as Personas and Scenario or Journey Mapping in order to provide a more complete understanding of customers. This understanding can be valuable throughout the design lifecycle to align existing products or to trigger new concepts. I believe that many brands will benefit from a more strategic approach to customer research and that through investing in understanding customers’ minds they would develop a knowledge base upon which future design developments would flourish.