Mental Models for Product Designers

#45: Understand your users' expectations with mental models

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In today’s episode:

• What are mental models and why are they important in UX

• What are their types

• How they form and change

• How to research and visualize them

• Examples of popular mental models

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Mental Models for Product Designers

According to Jakob’s Law, people spend most of their time using other websites and applications. When they visit our product, they expect interactions and processes to work the same way as in the products they are already familiar with.

The checkout process will look similar, icons will have the same meaning, clicking the logo will take them to the homepage, and they will find navigation in the upper right corner of the screen.

Considering users’ expectations about how products should work is one of our core responsibilities as designers. But before we start designing, we first need to understand these expectations, and that is where mental models come in.

What are mental models

Mental models are our expectations about how systems, applications, or interfaces should work, shaped by past experiences with other products and services.

They are not based on objective facts but rather on individual beliefs about how things should function. Each user has their own mental models, which may differ from those of others.

The importance of mental models in ux design

Not everything that seems intuitive and understandable to us as designers will be the same for the users of the solutions we create. A lack of user perspective in the design process leads to confusing interfaces, increasing frustration and the likelihood of product abandonment. Users tend to choose solutions that feel familiar and don’t require additional learning.

By aligning with users’ mental models, we deliver solutions that match their expectations. This significantly lowers the entry barrier, allowing users to start using the product effectively much faster. It also reduces cognitive load, as users don’t have to relearn how the interface works every time they interact with it.

Additionally, it minimizes user errors because the interface behaves exactly as expected, without surprising them with unfamiliar or unpredictable situations. As a result, task efficiency improves, as user flows are optimized for a more seamless experience.

Considering mental models in design also provides strong arguments when discussing solutions with stakeholders. Decisions based on user expectations are more persuasive in advocating for changes that enhance the user experience.

This is why mental models are such a crucial part of the design process. They help us create solutions that better meet user expectations, feel more intuitive and usable, and ultimately lead to a much better overall product experience.

How mental models are created

As mentioned earlier, mental models are based on users' past experiences with other products. This forms the foundation for mental models related to interfaces. It includes how various processes and interactions appear, as well as the use of common design patterns, which also shape users' mental models.

Proper interface design can influence the development of users' mental models. For instance, when users encounter the information that items in the shopping cart are not reserved in several stores, they will understand that adding a product to the cart doesn't mean it’s reserved.

Additionally, as designers, we have the ability to shape entirely new mental models among users. This happens whenever we introduce a new solution that doesn't align with an existing mental model. By properly introducing it, such as through gradual changes and effective onboarding for new interactions, we enable users to develop new mental models over time. A prime example of this is the introduction of touchscreens and the various gestures that accompany them.

However, these are not the only factors that influence the creation of mental models. Real-world metaphors and associations also play a role. We often use elements like trash bins, folders, desktops, or shopping carts, which, being consistent with their real-world counterparts, create specific expectations among users.

Cultural patterns also contribute to shaping mental models, influencing expectations about things like reading direction, navigation, and the symbolism of icons and colors.

Mental Models Evolve

The mental models already present in users' minds are not permanent or unchanging. They can evolve with new experiences and the development of products and services.

Take, for example, the redesign of a popular social media platform. Initially, users may feel disoriented because the new design doesn't align with their previous mental model. However, over time, these models are updated based on experiences with the new interface, gradually replacing outdated mental models.

Moreover, changes in one product can influence mental models to such an extent that users will begin to expect similar changes elsewhere, such as more options for content personalization.

Types of mental models

A key insight into mental models is that users construct them in different ways. Not every mental model is important to the user, nor is every model conscious or accurate. Understanding the differences between these types allows us to use them more effectively in design. Let’s take a closer look at the three main categories of mental models.

Accurate and Inaccurate Mental Models

Accurate Mental Models

Accurate mental models align with how the system actually works. The user's expectations about the system's behavior are completely correct and in line with reality. These models are usually more conscious and useful for users.