1. What
   1. Mental models are how we understand the world
   2. one of the most important concepts in human-computer interaction
   3. Nielsen Norman Group
      1. is based on belief, not facts: that is, it’s a model of what users know (or think they know) about a system such as your website
   4. users expect that the similar products work the same way
      1. our brain create a mental model and replicate it in similar situations
2. How
   1. Jakob’s Law
      1. customers mental models will be influenced by information gathered from other sites
      2. explore
         1. UI standards and patterns
   2. Gestalt Principles
      1. Principle #1: Proximity
         1. things that are close together are perceived as more related than things that are spaced farther apart
      2. Principle #2: Similarity
         1. similar elements are visually grouped, regardless of their proximity to each other
      3. Principle #3: Continuation
         1. establish relationships between elements as well as directing attention to specific groups or elements
      4. Principle #4: Closure, and Figure/Ground
         1. when we look at a complex arrangement of visual elements, we tend to look for a single, recognizable pattern
      5. Principle #5: Symmetry and order
         1. feels comfortable helping us focus on what’s important
      6. Principle #6: Common Fate
         1. people will group together things that point to or are moving in the same direction are perceived as more related than elements which are stationery or which move in different directions
   3. Cultural context
      1. Some notes: How to test app for different culture
         1. https://www.xmind.net/m/ryBh/
   4. Some notes about Hick’s law and Fitts's law for Testing
      1. https://www.xmind.net/m/kHez6g/
   5. +
      1. Some notes about User Research
         1. https://www.xmind.net/m/fDM2Xg/
3. When
   1. as early as possible
4. Why
   1. we have a path for testing interfaces and internationals
   2. Learning to Think Better
5. Where
   1. Back to basics: sketch, wireframe, mockup, prototype
      1. https://www.xmind.net/m/XTqvqF/
   2. your apps
   3. UХ laboratory
6. Who
   1. UX specialist
   2. designers
   3. analytics
   4. developers
   5. testers
7. Sources
   1. https://uxdesign.cc/what-is-a-mental-model-and-how-does-it-relate-to-user-experience-eabf2b5278a2
   2. https://uxdesign.cc/ux-laws-101-jakobs-law-962d18f4cc26
   3. https://blog.prototypr.io/power-up-your-designs-with-a-psychology-theory-gestalt-abfbbe51b7ff
   4. https://fs.blog/mental-models/