Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know.
Things to remember
Users will transfer expectations they have built around one familiar product to another that appears similar.
By leveraging existing mental models, we can create superior user experiences in which the users can focus on their tasks rather than on learning new models.
When making changes, minimize discord by empowering users to continue using a familiar version for a limited time.
Example
Have you ever wondered why form controls look the way they do? It’s because the humans designing them had a mental model for what these elements should look like, which they based on control panels they were already familiar with in the physical world. Things like form toggles, radio inputs, and even buttons originated from the design of their tactile counterparts.
As designers, we must close the gap that exists between our mental models and that of our users. It’s important we do this because there will be problems when they aren’t aligned, which can affect how users perceive the products and experiences we’ve helped build. This misalignment is called mental model discordance, and it occurs when a familiar product is suddenly changed.
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