Reflection#6
Everyone has a different mental model regarding how things work. We perceive things differently in our minds, visualize it according to our understanding and observation and present it to others in our methods. If we (Pakistanis) are asked to speak our mental model, it is usually informed in Urdu (our native language) because that is how we reciprocate with the people in our society. We communicate in a language that is more accepting and considerate by others, this helps us get our point across easily.
Similarly, companies establish their mental models too, a language, a metaphor used to deliver their product or design. Having said that, the majority of these companies do not deviate from the mental model as they fear the users might lose interest in purchasing or using their products. It is a huge risk that companies aren’t willing to take. However, Apple made it possible because that is what good designers do. They change metaphors, and as I talked about it in my previous reflection, Apple knows how to dictate its people. It has reached the power of changing the metaphor and creating successful innovations over these years, unlike other companies who stick to safe models and metaphors only.
When we say that companies are not ready to risk their position by deviating from the mental models, what exactly are these mental models that they are so afraid of deviating from? Aren’t these mental models developed over time in the user’s mind due to the connection with things, situations, and experiences? Hence, I believe there is no harm in putting out a new metaphor. It always takes time to accept something out of the ordinary, so did it take time for Apple to innovate such phenomenal design ideas and devices. Before that, we did not expect such innovations but, when you get familiar with something, it is easier for you to accept it with time.
Moreover, it is important to formulate and identify your mental model because it helps in your mental growth. This reminds me of Sarah Ahmed’s research article that I read in my liberal arts class called ‘queer phenomenology’ where she talks about ‘orientation.’ Following what others tend to do is what we also orient ourselves towards, without asking why. You do what you usually see around yourself or what the other person instructs you to do, considering it the right way or the only way; you orient your body in that space unless you feel uncomfortable in that environment. That is when you question your orientation. Similarly, when it comes to mental models, you need to have a strong clarity of when to use mental models, whether it’s you using them or the other person instead of being a victim of the automated societal thinking. As Albert Einstein said, “To break a mental model is harder than splitting the atom.” You just need to focus, observe, learn, and keep yourself well informed to build a strong mental model.
