Maz Nadjm says, “Simply put, a mental model is what the user believes about a particular system. This system doesn’t have to be a digital product or service, it could be anything from a supermarket store to the entire end-to-end journey of buying a car. A mental model is about more than just your product The customer’s mental model, fairly obviously, is the basis for their predictions about how a system will behave, and for the actions they ultimately take. These models are the product of previous interactions, both with the system at hand (if they have used it before) and with... [...]