A mental model is a person’s internal, personalised, contextual
understanding of ‘how something works’. This understanding may,
or may not accurately match the reality of how that thing
actually works. A person draws on an existing mental model to
help them to figure out how to use a website. If a single model
‘doesn’t quite fit’ (and there is sufficient incentive for them
to persevere), then they will adapt or combine different mental
models to help them to progress. Mental models are formed either
through direct, or shared experience of - what the individual
believes to be - related content, services or systems. An
effective interface design will often draw on a model (or
metaphor) that is familiar to the intended user group. For
example, online shopping systems encourage people to complete
the process as they would shopping at a supermarket. A person’s
mental models are reinforced when they seem to accurately
‘match’ or ‘explain’ their direct experience, and when they can
confidently use an existing unders