About Mental Structure

At Mental Structure, we help teams think better, build smarter, and move faster — by making invisible constraints visible.

We work at the intersection of cognitive science and systems thinking to reveal what often holds teams back: hidden assumptions about how people think, decide, and behave. Whether you're designing a product or changing how your organization works, you're operating within the boundaries of the human mind — whether you realize it or not.

What We Do

We offer:

• Strategic consulting and training for product and innovation teams

• Workshops on systems thinking and mental models

• Practical support for building solutions that align with how people actually function

Our approach helps you:

• Avoid common design pitfalls rooted in human limitations

• Build faster by identifying friction early

• Think systemically and act strategically

We also support leaders and teams who want to rethink their organizational structure or culture — and align it with how people actually work and think.

Who’s Behind It

Hi — I’m Heli Aomets, the founder of Mental Structure. I’m a cognitive scientist, researcher, and lecturer with a background in psychology, systems thinking, and product development. I help both startups and established teams untangle complex challenges by revealing the mental structures at play.

I work best with teams who are serious about thinking deeply and building meaningfully.

Let’s improve Products together!