Sample · Mental Model (Indi Young)
Mental Model Canvas — Sunreef — juice subscription
Map the user's psychological journey. Add insight notes, colour-code them and drag them between blocks.
Total insights
14 notes
Canvas fill
7 / 7 blocks
Completeness
100%
Note colour
Framework presets
Adding insight note to: 1. The Trigger
1. The Trigger
- • What internal feeling or external event prompts action?
- • What is their state of mind right before using the solution?
Runs out of juice mid-week and skips breakfastSees the Sunreef bottle at the beach café again
2. The Goal
- • What does a successful outcome look like to them?
- • How do they define 'done' in human terms?
Keep fresh juice at home without thinking about itSpend less than buying bottle by bottle
3. Existing Beliefs
- • What do they assume to be true based on past experiences?
- • What biases or mental shortcuts do they bring with them?
Subscriptions are hard to cancelCold-pressed juice goes bad too fast
4. Expected Behaviors & Steps
- • What chronological steps does the user expect to take?
- • What are their main decision points?
Buys 2–3 bottles a week from the same caféChecks the label for added sugar every time
5. Cognitive Friction
- • Where does reality clash with their expectations?
- • Where do they get confused, hit trust gaps, or make errors?
No way to pause a week while travellingReordering means rebuilding the whole cart
6. System Alignment
- • How can we adjust UI, terminology or onboarding to match their model?
- • How do we bridge the expectation gap?
One-tap 'repeat this order'Flexible weekly box with skip and pause
7. Value Realization
- • At what exact moment does the user experience an 'Aha!' breakthrough?
- • What triggers their emotional reward or confidence?
Juice arrives the morning it is neededReminder lands 3 days before the usual reorder