Mental models and CTA’s in UX

An Indian person clicking a big button on a computer screen with their eyes closed but make it synthwave art

As a designer, it has become second nature for me to automatically turn into an observer whenever I see someone navigate an user interface, trying to answer all the “whys” that come to mind. For example:

• Why did they click on this button as soon as they opened the app?
• Why did the designers place the button or the copy in this certain way and not any other way?

I turned into the same observer unknowingly while I was watching my father complete a payment using UPI. He was not interested in the fancy color schemes, personality of the app, the tone of copy used, or the features. He just wanted to complete the payment in as few clicks as possible, while also being on the edge at the same time, fearing that he might mess up somewhere in the process and lose all his money 💀.

The insight generated from this observation was that:

1. Users already have a mental model of how things work in which they are comfortable, and even if a button is changed, users might have to relearn the whole process, which could lead to drop-offs, in turn you loose potential business.
2. Strategic placements of CTAs to guide users ahead in the flow towards their goal that they already have in their mind.

Let’s start by understanding what mental models are:

In simple terms, in UX design, mental models are like mental shortcuts or ideas that people have in their heads about how things work based on their past experiences. Designers should try to match their products to these ideas so that using them feels familiar and makes sense to users. It’s a way to make the design feel natural and easy for people to understand.

The Role of CTAs in Guiding Users towards their goals:

CTAs act as signposts in the user journey, guiding individuals from one step to the next. In the context of GPay or similar applications, these CTAs serve as the buttons that take the users forward in the flow, i.e., completing the payment. Users, especially those less familiar with technology, tend to focus primarily on these buttons, relying on them to progress through the process.

Observing user behavior, particularly among less tech-savvy individuals like our parents, reveals a notable trend. Users often overlook the surrounding UI elements, concentrating solely on the buttons that align with their mental models. This behavior underscores the significance of strategically placing and designing CTAs to ensure users can easily identify and interact with them.

Designing for Smooth, Minimal, and Frictionless Experiences:

As UX designers, our mission is to facilitate a smooth and frictionless user journey. This involves not only understanding the user’s mental models but also optimizing the placement, design, and language of CTAs. By doing so, we can create an interface that feels intuitive, requiring minimal cognitive effort from users.

You’ve got to start with the customer experience first and work backwards for the technology

Steve jobs

Tips for Designers:

1. Align with Mental Models: Design interfaces that match what users already know. UX law of familiarity
2. Strategic CTA Placement: Make sure buttons are easy to see and stand out from everything else.
3. Use Clear Words: Write on buttons in a way that shows users what will happen when they click, keeping things simple.
4. Test and Iterate: Regularly test designs with real people and get feedback to make things even better. If you cannot test designs on users directly due to business constraints, rely on just observing how your colleagues or users use and perceive the design after completion.