You’re Invited: Workshop on Mental Model Fundamentals with the Work at Play team

Ani Phelan Ani Phelan

The Mental Model is the single most important tool for understanding your audience.

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October 27, 2016 | 9:30 - 4:30 | 500 - 329 Railway St.

RESERVE NOW: workshop is limited to 25 seats only!

We’re extremely excited to invite you to our Mental Model Fundamentals workshop: open to the public for the very first time.

We’ve created mental models for renowned brands including Microsoft, Rennie Marketing, CPA Canada and BCAMA that informed their products, campaigns and strategies, and helped them better anticipate the unique needs of their audiences.

Over the past few years, we’ve led our clients’ teams - CEOs, marketers, product owners, designers, and developers - through our specialized workshops to understand and use their audience mental model.

Now we welcome you to join us for our first public Mental Model Fundamentals workshop. During this full-day, hands-on workshop, you will learn the fundamentals of this indispensable tool. Mental models will help you understand why your users do what they do, so you can generate effective, actionable solutions that inform your product design and strategy development.

This workshop is a hands-on introduction to mental models as a research and strategy tool. In this workshop you will learn:

  • How mental models fit into UX and product strategy
  • The benefits and uses of a mental model in your organization or project
  • How mental model diagrams are structured
  • The purpose of generative research
  • Who and how to interview for a mental model
  • How to analyze your data and structure the model
  • How to create a mental model
  • How to use the mental model to generate ideas and derive solutions

We guarantee you will walk away from this workshop with a newfound knowledge and understanding that will help you leverage data on actual customer behaviours, and help you make confident, evidence-based decisions.

Cost: $980

Early bird: $490 (sign up by October 7th)

RESERVE NOW: workshop is limited to 25 seats only!

October 27, 2016
9:30 - 4:30
500 - 329 Railway St.

Lunch will be served. Please indicate if you have any dietary restrictions when you sign up.

Who Should Attend:

  • Entrepreneurs
  • Marketers
  • Product Owners
  • Project Managers
  • Producers
  • Designers
  • Developers
  • User Experience Professionals


Workshop Leaders

Lorraine Chisholm, Director of User Experience

Lorraine is a senior UX practitioner and strategist with over 22 years of experience in the digital design industry. An effective leader with superior collaboration skills, she applies a broad range of expertise across disciplines to focus on designing products that deliver exceptional value with measurable business results to users and clients alike.

She has successfully created and implemented digital strategies, user experience design, user research and testing on projects for the games and entertainment industries, as well as retail, travel, and education. She is an experienced educator and workshop leader who developed, taught and led the Interactive Design Program at Capilano University.

Ashley van Herten, Producer & Senior Researcher

Ashley van Herten is a qualitative research expert. Ashley has extensive experience leading and moderating over 100 qualitative research studies. She has undergone advanced training in qualitative research techniques, including both traditional and digital methodologies. Ashley has experience managing and moderating research with a wide variety of B2B and B2C audiences.

Ashley builds strong relationships with her clients and with her participants. As a facilitator, she has built up an arsenal of techniques that enable her to uncover insights and deliver actionable recommendations. Ashley’s has a Bachelor of Commerce degree, as well as a Masters of Science in Marketing and Consumer Studies at the University of Guelph.

See our previous blog posts on Mental Models:

OUR GUARANTEE: We are so confident in the value you will receive from this workshop, it comes with a 100% money back guarantee if you are not satisfied.

RESERVE NOW: workshop is limited to 25 seats only!


Cross posted to Medium.