Across a typical day, we find ourselves juggling a multitude of tasks and activities. Whether it's at work, at home, or both, we are constantly navigating through many responsibilities. Some tasks may be simple and effortless, while others may be more complex. However, have you ever stopped to think about the countless day-to-day processes that we do without even realising it? Consider the simple act of getting up in the morning or catching a train. These tasks have become so ingrained in our routines that we perform them almost on auto-pilot. 

Imagine having to consciously think about each individual step required to make a cup of coffee or brush our teeth. It's mind-blowing, isn't it? We all have certain tasks that we do without even having to think about them. Knowing what to expect and how to respond is what we call mental models. Mental models are our understanding of how things should work based on our past experiences... and save us tremendous amounts of time and effort each day. 

Now, given that they are based on experience, not everyone’s mental model for a task will be the same. Take, for example, buying a bus or train ticket. In most parts of the UK, we simply buy the ticket and board the vehicle. Yet in many other countries, the ticket must be validated before boarding - not something you want to get caught out on!  

When a task doesn't align with our mental model, it can throw us off course and create frustration. And that’s why understanding people’s mental models is crucial when it comes to designing or updating a service, developing a new pack format, or changing a store layout to name but a few examples.  

We’re all time poor. We don’t want to read instructions, or learn a new way of doing things. We rely on intuition. Our brain encourages us to go about a task in the same way that we’ve done before. Even seemingly simple tasks, like opening a bottle of beer or a food packet, can unexpectedly halt us in our tracks if the packaging has changed and requires a different approach. Resealable bags of sweets and crisps are only resealable if opened in the right way! And you may still reach for the bottle opener for your beer, even though the cap can be twisted off - until you retrain your brain.  

To overcome these challenges, we need to make tasks and processes easy for people to follow. Any changes we make should align with their expected behaviour - their mental models. Or if they are different we must consider the impact of proposed changes. 

Is it a slight adjustment that people will easily get and be happy to adapt to? Or will it cause friction? Will it require complete re-education?   

Will people be willing to do this? Or will they seek alternatives?  

Is it worth it? Do the benefits outweigh the effort to retrain?  

And what cues are required if a different action is required? How can we avoid consumers getting it wrong, and becoming frustrated with our product or service? Unfortunately, Fiat Chrysler had over 1 million cars recalled, and their rocker switch style gearstick linked to a number of deaths, simply because it didn’t behave as drivers expected.  

By aligning products and services with people’s mental models we avoid friction, and this is often the easiest route to take. Following existing mental models results in smoother interactions. Being different is not always better.  

Yet sometime there is a need to disrupt and shake things up. And to be successful, consumers need to recognise the benefit, and for this to outweigh the effort of ‘retraining’. Prompts and guidance are critical.  

If we consider the mental model we have of a restaurant, we think of tables and chairs, waiting staff, menus - regardless of the type of food or location. Nando's, however, operates differently. You go up to order and pay first. This is why their staff often ask if you've been before when you arrive, acknowledging that their operation differs from other similar settings, and guiding new customers through the process. 

Whether you choose to follow existing mental models or to disrupt, it needs to be easy and understood. 

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