Don norman uses "conceptual model" to describes any story that puts the operation of the system into context, weaving together all of the essential components, providing a framework, a context and reasons for understanding.
This refers to a model of an application that the designers want users to understand, the users build the model in their minds of how it works, it is best if the model that users build in their minds is like the one the designers intended.
These models are often an abstract and psychological representations of how tasks should be carried out. So, the conceptual models are used subconsciously and intuitively as a way of systematizing processes.
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