A mental model mapping is a visual summary of the mental states that a user goes through to achieve a goal.
How to use mental model mapping for better product design
Understanding how users think is central to creating meaningful, effective designs. Mental model mapping is a visual tool that captures the thoughts, emotions, and goals users experience in their journey. It helps bridge the gap between user expectations and actual design performance.
To create a map, gather data through user research and organise it into steps that align with their journey. Use this to identify opportunities to enhance user satisfaction and address pain points.
Mental model mapping template
Mapping out users' mental models and user journeys
Mapping mental models helps align user needs with thoughtful design solutions by breaking down their journey into clear layers of behaviours, goals, and pain points. A mental model map is divided into layers that organise user behaviours, pain points, and opportunities for improvement.
We map one user journey per goal, using only the layers relevant to the project. The process involves understanding:
Trigger: What initiates the process for the user.
Goal: What the user is trying to achieve.
User’s mental space and behaviours: Actions the user expects or currently takes, grouped by mental spaces.
Other layers:
Doing/Thinking/Doing: Details of the user’s actions and thoughts at each step.
Pain points/friction: Challenges users face and where frustration occurs.
Business opportunities: Areas for innovation or improvement.
Solutions: Pages, features, or content supporting users and addressing opportunities.
Depending on the project, we may:
Map the expected journey (ideal for users).
Map the current journey (actual process as it stands).
The journey is mapped from the user's initial thoughts before engaging with a product/service to their touch points and beyond. This helps identify unmet needs and design solutions to fulfil them.
Case study examples
Education community app: User research and mental model mapping informed a strategy to create meaningful connections between school parents. Read more
Video-on-demand subscription process: By mapping pain points in the current user journey, a smoother onboarding experience was designed. Learn more
Global publishing partnership: Insights from mapping helped shape user-focused research strategies for complex international needs. Explore the details
