"We build mental models of how the world works and then we apply them to new situations."In the Decision and Choice making session,User Experience Designer and author Joe Leech talks from a user experience perspective on how to understand the psychology of decision making.All our past experiences helps us make decisions in present time. Therefore, when designingproducts and websites, designers should always strive for matching the users mental models with the products. Combine this with aconspicuous design, with images that provokes emotions and your products should be easy for people to understand.