Contents
Consider
Preface 4
01 The user comes first 8
02 Work on UX and UI simultaneously 10
03 UI makes or breaks usability 12
04 Always surpass expectations 14
05 Design is not neutral 16
06 Words matter 18
07 Visual metaphors communicate fastest 20
08 Attractive products are more usable 22
09 People remember the unusual 24
10 First and last items are remembered most 26
11 Less is more 28
12 Less is a bore 30
13 Provide feedback quickly or else 32
14 Friction isn't always bad 34
15 First impressions matter 36
16 UX design isn't timeless 38
17 Nothing last forever 40
Empathize
18 Accessibility first 42
19 Allow for differences in digital literacy 46
20 Take extra care of seniors 48
21 Children are not small adults 50
22 Design for learnability 52
23 Don't just design for novices 54
24 Make the choice easy 56
25 Diverse teams create better solutions 58
26 Context matters more than screen size 60
27 Design for clumsy handling 62
28 Match the real world 64
29 Know when to break with convention 66
30 Persuade, don't coerce 68
31 Design for passive attention 70
32 Know the purpose 72
33 Only interrupt when necessary 74
34 Make notifications valuable 76
35 Minimize form input 78
36 Little time, little design 80
37 Rules are meant to be broken 82
Define
38 Choose the right client 86
39 Be a good detective 88
40 Gather requirements 90
41 Define the problem statement 92
42 Find shortcuts 94
43 Done is better than perfect 96
44 Underpromise and overdeliver 98
45 Introduce complexity only when necessary 100
46 Some complexity cannot be reduced 102
47 Imagine the user journey 104
48 Create a user flow 106
49 Remove barriers and obstacles 108
50 What isn't there matters 110
51 Pointing devices inform functionality 112
52 Design cannot be fully objective 116
53 Most of the science in design is bullshit 118
54 Do just enough research 120
55 Map the ecosystem 122
56 Look at the data 124
57 Not everything that counts can be counted 126
58 Test for statistical generalizability 128
59 Don't base personas on assumptions 130
60 Keep your enemies close 132
61 Learn from bad examples 134
62 Make expectations work in your favor 136
Design
63 Uncover consensus and ambiguity 138
64 Brainstorm efficiently 140
65 Build consensus 142
66 Learn from real-world navigation 146
67 Build a logical structure 148
68 Visualize the relationship between pages 150
69 Don't get gimmicky with navigation 152
70 Yes, side doors matter 154
71 Prime before presenting 156
72 Move from low to high fidelity 158
73 Don't just illustrate, annotate 160
74 Interaction design is the brand 162
75 Bad typography leads to bad UX 164
76 So you think you can scroll 166
77 Animate responsibly 168
78 Make data lovable
79 Dark mode rises
80 Never give total control
81 Personalization is hit or miss
82 A word is worth a thousand pictures
83 Understand the sales funnel 180
84 Target the right devices 182
85 Systems are great for corporations 184
86 Modularity is great for designers 186
87 Expect the unexpected 188
Validate
88 Voice assistants suck 190
89 Don't ask for unnecessary things 194
Manage errors effectively 196
91Acceptmanyinputs 198
92 Confirm user actions 200
93 Broken pages shouldn't feel broken 202
94 Fill the gap imagination can't bridge 204
95 Metric-based design is silly 206
96 Most issues can be spotted a mile ahead 208
97 Don't grade your own homework 210
98 Get the most bang for your buck 212
99 Stay involved postlaunch 214
100 Lower expectations for high satisfaction 216
About the Author 220
Acknowledgments 221
Index 222