Chapter 12 Memory: Expectations and Filling in Gaps

[ 12 ]

Memory: Expectations and Filling in Gaps

In this chapter, we’re going to consider the semantic associations our customers have. By this, I mean not just words and their meanings, but also their biases and expectations (Figure 12-1).

Some of the questions we’ll ask include:

  • What are the frames of reference our audience is using?
  • What were they expecting to find?
  • How were they expecting this whole system to work?
  • What are the stereotypes, mental models, or schemas influencing those expectations?
  • How do the customers’ stereotypes differ from our expert schemas or stereotypes?
  • What changes can we make to ensure that we’re meeting customers’ expectations?

Figure 12-1 ...

Get Design for How People Think now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.