Secil Watson wrote a good article for the Jan+Feb 2008 issue of Interactions magazine, The Business of Customer Experience: Lessons Learned at Wells Fargo. She illuminates how she took the lead within Wells Fargo and drove a large corporation towards a better customer experience. In the article, she says, "... the two core elements of our UCD tools were ... reusable user profiles ... and ... the user task model, modeling and quantifying what managing finances tasks our customers performed." There is an image of their mental model included.

Secil is a fabulous leader. I dropped in on her while she and her team were developing the model and got to see her talent at work. Take a look at the article to see how the model helped direct her strategy.