A mental model represents the entirety of each audience segment’s environment. Thus, the diagram depicts where one segment’s experience ends and where the next one begins. You certainly wouldn’t want to combine the experience of truck drivers with that of dispatchers—that much is obvious, and the separate mental models will show it. More subtle is the experience differences among people of a similar segment but, say, in a different country. Do the differences merit separate solutions or not? Compare the mental models. If they have a lot in common, a common solution is dictated. If not, then different solutions are needed, each with ...
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