An Inquiry into Mental Models of Web Interface Design

Here we adopt a cognitive science orientation to inquire into web interface design using the lens of mental models. A mental model is an internal cognitive representation of some aspect of the real world. The human mind automatically constructs and refines these models to provide a basis from which we can reason, make decisions, and form expectations. Even without conscious awareness, cognitive theory suggests that each web user has developed a mental model of what constitutes agreeable web interface design. But what is the nature of these mental models? Further, to what extent do people possess a general, shared mental model of web interface design? We examine these questions using a novel methodological approach in conjunction with statistical analyses and thermal imaging. We find not only that people possess a shared mental model of web interface design, but also that this shared model is remarkably cohesive from person to person