Presentation by Joanna Wiebe and Scott Confer at EuroIA 2007 in Barcelona, Spain, Sept. 21, 2007

1. A seven-step methodology using cognitive graphing in a soft systems framework
Scott M. Confer Joanna Wiebe
User Experience Manager Information Architect
Sears Holdings Corporation Orbitz Worldwide
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2. 2

3. (Cognitive Organization for
Requirements Elicitation)
integrates two
analytical
methodologies
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Amigurumi photo by Ashley Ringrose (MrTruffle)
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4. CORE characteristics
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5. CORE has
seven steps
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Amigurumi photo by Ashley Ringrose (MrTruffle)
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6. First there is is... Example Mess: late night, guests, need stimulant
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7. Example Mess: late night, guests, need stimulant
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8. Example Mess: late night, guests, need stimulant
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9. Good requirements are:
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10. How do we get out of a mess?
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Fractal image by Digon3 Coffee cup photo by Zesmerelda, at Leonardo’s in Chicago, Illinois
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11. structure the mess: form your team
problem- problem-
subject
investigator customer/
solver
matter owner
client
expert
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Amigurumi by anapaulaoli and others
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12. structure the mess: question methodically
Where can I
Where it? Where can I
What is this What’s What’s
happening?
What is this What to do? to do?
What Where is find out
thing? happening?
is it? find out more?
more?
thing?
What is this thing? What’s happening? What’s happening? What to do? What to do? What to do? Where is it? Where can I find out more?
Concept State Event Goal Goal / Action Style Location Information
What to do?
What is this thing? What’s happening? What’s happening? What to do? What to do? Where is it? Where can I find out more?
What does a
What happens Is there anyone else
What is _____? What causes of Why does _____ Where is _____?
before having the person do after How _____? who I should talk to
enables _____? occur? about _____?
goal of _____? _____?
What to do?
What’s happening? What’s happening? What to do? What to do? Where is it?
What is this thing? Where can I find out more?
What happens What states of events
Where can I find
What are the Why does _____ What happens What causes or What is above
cause or enable a
after having the out more about
parts of _____? occur? before _____? enables _____? _____?
person to _____?
goal of _____? _____?
What to do?
What’s happening? What to do? Where is it? Where can I find out more?
What is this thing? What’s happening? What to do?
What are the Can you
How does a
What happens What is below
What are the What happens How is the goal of
consequences of recommend any
person _____?
after _____? _____?
types of _____? before _____? _____ attained?
_____? books?
What to do?
What’s happening? What’s happening? What to do? What to do? Where is it? Where can I find out more?
What is this thing?
What are the What state or Can you
What are the
What does a
What happens What happens if What is to the left
consequences of event initiates the recommend any
properties of _____
person do before
after _____? not _____? of _____?
that distinguish it _____ occurring? goal of _____? web sites?
_____?
from _____?
Where is it? Where can I find out more?
What is this thing? What’s happening? What to do? What to do?
Are there any
What are the What is the What prevents
What are specific
What is to the
journals dealing
instances or consequences of outcome of you from being right of _____?
examples of _____? with _____?
_____ occurring? _____? able to _____?
What to do?
What to do? Where is it? Where can I find out more?
What are the Is there a manual
What is the goal What contains
consequences of dealing with
of _____? _____?
_____? _____?
What to do?
Why does a
person _____?
What to do?
Questions from: (Gordon et al.) What happens if
you do not
Image Source: San Diego State University _____?
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http://coe.sdsu.edu/EDTEC544/Images/probes.gif
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13. structure the mess: question methodically
Where can I
Where it? Where can I
What is this What’s What’s
happening?
What is this What to do? to do?
What Where is find out
thing? happening?
is it? find out more?
more?
thing?
What is this thing? What’s happening? What’s happening? What to do? What to do? What to do? Where is it? Where can I find out more?
Concept State Event Goal Goal / Action Style Location Information
What to do?
What is this thing? What’s happening? What’s happening? What to do? What to do? Where is it? Where can I find out more?
What does a
What happens Is there anyone else
What is _____? What causes of Why does _____ Where is _____?
before having the person do after How _____? who I should talk to
enables _____? occur? about _____?
goal of _____? _____?
What to do?
What’s happening? What’s happening? What to do? What to do? Where is it?
What is this thing? Where can I find out more?
What happens What states of events
Where can I find
What are the Why does _____ What happens What causes or What is above
cause or enable a
after having the out more about
parts of _____? occur? before _____? enables _____? _____?
person to _____?
goal of _____? _____?
What to do?
What’s happening? What to do? Where is it? Where can I find out more?
What is this thing? What’s happening? What to do?
What are the Can you
How does a
What happens What is below
What are the What happens How is the goal of
consequences of recommend any
person _____?
after _____? _____?
types of _____? before _____? _____ attained?
_____? books?
What to do?
What’s happening? What’s happening? What to do? What to do? Where is it? Where can I find out more?
What is this thing?
What are the What state or Can you
What are the
What does a
What happens What happens if What is to the left
consequences of event initiates the recommend any
properties of _____
person do before
after _____? not _____? of _____?
that distinguish it _____ occurring? goal of _____? web sites?
_____?
from _____?
Where is it? Where can I find out more?
What is this thing? What’s happening? What to do? What to do?
Are there any
What are the What is the What prevents
What are specific
What is to the
journals dealing
instances or consequences of outcome of you from being right of _____?
examples of _____? with _____?
_____ occurring? _____? able to _____?
What to do?
What to do? Where is it? Where can I find out more?
What are the Is there a manual
What is the goal What contains
consequences of dealing with
of _____? _____?
_____? _____?
What to do?
Why does a
person _____?
What to do?
Questions from: (Gordon et al.) What happens if
you do not
Image Source: San Diego State University _____?
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http://coe.sdsu.edu/EDTEC544/Images/probes.gif
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14. Example: Rich Picture for making coffee
draw a Rich Picture
2
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15. Rich Picture example
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15 P.J. Lewis, 'Rich Picture building in the SSM,' European Journal of Information Systems

16. Rich Picture example
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17. define the system . . .
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Coffee cup photo by Zesmerelda, at Leonardo’s in Chicago, Illinois
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18. building understanding of user decisions
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19. conceptualize the problem space . . .
Event: Need
Concept: Coffee
Goal: stay awake
stimulant Refers-to
Initiates
Means
Goal - Action: Goal: Brew
Decide to make your coffee
Reason
own
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20. example network diagrams of concepts
2
1
theyrule.net Network Diagrams of Conspiracy
Mark Lombardi
3 4
The Budget Graph
Internet Search
Jesse Bachman
Dubberly Design Office
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21. closeup network diagram: no grammar
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22. conceptual graphs don’t have to be fancy
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23. a CGS of the CGS process
Concept:
Overall Map
rty
Prope Refers-t Concept:
structure
Has
Event: o Goals &
Concept::
Goal: Learn
Invited to Relationshi
Concept:
Conceptual
how to read
Has Property
CGS ps
Map Details
Graph
and create
presentatio Refers-to
Initiates Structure
CGS Concept: Re
n fer
Concept: IsConcept: Is-a s-
6 types -
Is-a to Concept:
a
Nodes Concept: Concept:
Has Task
Has Concepts,
Property Diagram Mental
Analysis
Part Ideas,
R
Process
ns
on
Concept: Artifact
Has Part
Concept:
ea
State: See
Means
nouns
son
a
s
so
18 types
Me
Refe
Arcs t
Rea
ar
M
rs-to
Event: Ask some
n
Has
Rea
ea
sP
about CG concept Propert
ns
Concept:
Ha
Or Concept:
graphs y Task
Concept:
substructur Analysis
Goal Concept:
In
Refers-to
es
H Ha Definition
Hierarchy
itia
Init Goal/ Templates
sP
iate Goal/ Goal/
te
a art
Refe
Concept:
s Action: s Concept:
s
sa Ha
Action: Action: H Declarative
Concept: Part sP
to
Watch Taxonomy
rs-
Learn Creating a art
P Knowledge
Presentatio
During Before Causal Net r
t o r s-
basics CGS a Concept: Concept:
Re
n
fe
t
Refers-to
Spatial many T.A.
Re
Goal: s
fer
Mean Re
Relations Concept:
s-t
methods R
Co
Understand fe efe
rs
o
n
Ha uen Procedural
-to
why use -to rs
se
Goal: Use
-to
Refers
s Knowledge
q
CGS Concept:
s
Checklist / Mean
Refers
Concept:
Refers-to
State:
Init Goal:
Legal
Roadmap ns
c
iate Examples
Become
e
s
-to
ea Support
Has
Node-Arc-
Goal: familiar with Concept:
M Travel
ns
Node
Refe
Deliver on
Con
CGS Procedure
e a ea
to s-
Commerce
triplets
Equiv
Brand
fer
Goal/ grammar
M
s for
Refe
rs-to
ns
Concept:
sequ
Re
rs-to
Promise Action: Creating
Means
Problem of
alent-
Goal:
M
Consider & CGS
o
ence
the
s-t
Define Discuss
Means (secret
fe r
unobservab
Refers-to
to
procedures Concept:
o requirement
rs-t fe Concept:
sauce)
Re
efe Re -to le
Visio .VSS
s
State: R Cheat sheet
Refers-to
Concept: s Goal/
Goal: r Stencil
Re
ns
Concept: to
Vetted Layout
rs-
Organize Refers-to Action:
fers
Mea
Brand
ef e
Refers-to
concepts
Re -to
Perform R
-to
Promise
fe
s
s- fer
Document
Concept: Concept: State: Concept:
r
Propert
Re
Has e Analysis
to
Has
Functional Business Refined Question
Goal:
Goal: equ
Requireme Cons
Has Property
Requireme Requireme Probes
Discover
Innovate
Re
nce
Befor Refers
Refers-to nts nts nts
f
solutions
er
e -to
s-
Concept: Has
R
Concept: Ha s
rty
to
ef
Concept: Goal: Do
Prop
rope
o
-t
ers
er
Explicitly erty Goal/ Goal/
Prope
Faster Concept: as P
Ref rty
s-
Re
CG Cognitive
H
to
stated Action: Sell Action: Buy
R
Concept:
fer
Implicitly
ef
approach to Task
Refers-t
to
er
Travel Travel
s- Refers-to
In
s-t
gaps stated CTA Analysis
er
s-
itia
o
ef

24. a diagram of nodes connected by arcs
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25. Family Orbitz requirements sources
FamilyOrbitz requirements
ID Area of Focus
sources BR1 General
BR2 Purchase Travel
BR3 Family Travel Deals
BR4 Exclusive Family Content
BR5 Enhanced Mapping
BR6 Enhanced Filtering
BR7 Care
BR8 Community Building
BR9 Road Trip Tool
BR10 Trip Builder
BR11 Recommendation Engine
BR12 Shopping Cart
BR13 Budget Calculator
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26. Family Orbitz conceptual graph structure
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27. Family Orbitz visual layout concept
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