Prologue

Chapter 1: Consider

1. The user comes first.

2. You’re human—act like it.

3. UI makes or breaks usability.

4. Work on UX and UI simultaneously.

5. Always surpass expectations.

6. Design is not neutral, it’s inherently ethical.

7. Visual metaphors communicate the fastest.

8. The bias to remember the unusual.

9. Attractive products are perceived as more usable.

10. First and last items in a series are remembered most.

11. Less is more.

12. Less is a bore.

13. Provide feedback quickly or else.

14. Sometimes a little friction is a good thing.

15. You only get one chance to make a first impression.

16. There's no such thing as timeless UX design.

17. Nothing lasts forever, and we both know hearts can change.

Chapter 2: Empathize

1. Accessibility first.

2. Make the choice easy.

3. Diverse teams create better solutions.

4. Devices are ubiquitous.

5. Design for clumsy handling.

6. Children are not small adults.

7. Take extra care of seniors.

8. Systems should match the real world.

9. Know when to break with convention.

10. Persuade, don’t coerce.

11. Allow for differences in digital literacy.

12. Design for both novices & power users.

13. Design for learnability.

14. Design for passive attention.

15. Make it unobtrusive.

16. Avoid forced interruptions.

17. Make notifications valuable.

18. Minimize form input.

19. As little design as possible.

20. Rebel! Rules are meant to be broken.

Chapter 3: Define

1. Choose the right client.

2. Understand the problem first.

3. Gather requirements.

4. Define the problem statement.

5. Find shortcuts without sacrificing quality.

6. Start with the minimum viable product.

7. Under-promise and over-deliver.

8. Only introduce complexity when necessary.

9. Some complexity cannot be reduced.

10. Assume worst case scenario.

11. Create a user flow.

12. Remove barriers & obstacles.

13. Things that are not there are just as important.

14. Pointing devices inform functionality.

Chapter 4: Research

1. Design cannot be fully objective.

2. Most of the science used in design is bull.

3. Determine the ‘how’.

4. Map the ecosystem.

5. Look at the data.

6. Uncover the ‘why’.

7. Determine the ‘what’.

8. Personas are useless unless created properly.

9. Keep your friends close but your enemies closer.

10. Learn from bad examples.

11. Make mental models work in your favor.

12. Uncover expectations.

13. Not all e-commerce is alike.

14. Most usability issues can be spotted a mile ahead.

Chapter 5: Design

1. Brainstorm efficiently.

2. Priming before presenting.

3. Building consensus is easier than you think.

4. From low to high fidelity.

5. Don’t just illustrate, annotate.

6. Learn from navigation in the real world.

7. Build a logical structure.

8. Visualize the relationship between pages.

9. Navigation makes or breaks user experience.

10. Yes, side doors matter.

11. The letter, the word, and the paragraph.

12. Maintain consistent branding.

13. So you think you can scroll.

14. Animate responsibly.

15. Make data lovable.

16. Dark mode rises.

17. Never give total control.

18. Personalization is either hit or miss.

19. A word is worth a thousand pictures.

20. Make it perform the best it can on any device.

21. Pattern library, style guide, or design system—choose one.

22. Don't let design systems kill creativity.

23. Expect the unexpected.

Chapter 6: Validate

1. An audible system status is awkward.

2. Don’t ask for unnecessary things.

3. Manage errors effectively.

4. Be liberal with the inputs you accept.

5. Confirm user actions.

6. Broken pages shouldn’t feel broken.

7. Fill the gap our imagination can’t bridge.

8. Metric-based design is silly.

9. Don’t grade your own homework.

10. Prioritize attention where impact will be greatest.

11. Stay involved in the project post launch.

12. Re-evaluate & revise.

Acknowledgments

About the Author

Index