We want them to buy something, read more, or take action of some kind. Designing without understanding what makes people act the way they do is like exploring a new city without a map: results will be haphazard, confusing, and inefficient. This book combines real science and research with practical examples to deliver a guide every designer needs. With it you'll be able to design more intuitive and engaging work for print, websites, applications, and products that matches the way people think, work, and play.Learn to increase the effectiveness, conversion rates, and usability of your own design projects by finding the answers to questions such as: What grabs and holds attention on a page or screen?What makes memories stick?What is more important, peripheral or central vision?How can you predict the types of errors that people will make?What is the limit to someone's social circle?How do you motivate people to continue on to (the next step?What line length for text is best?Are some fonts better than others? These are just a few of the questions that the book answers in its deep-dive exploration of what makes people tick.

    This book will teach you how to structure and run effective customer interviews, find candidates, and turn learnings into action.

    This practical guide shows you exactly what a design sprint involves and how you can incorporate the process into your organization.Design sprints not only let you test digital product ideas before you pour too many resources into a project, they also help everyone get on board whether they re team members, decision makers, or potential users. You ll know within days whether a particular product idea is worth pursuing.Design sprints enable you to:Clarify the problem at hand, and identify the needs of potential usersExplore solutions through brainstorming and sketching exercisesDistill your ideas into one or two solutions that you can testPrototype your solution and bring it to lifeTest the prototype with people who would use it"

    But developing a great product that people actually want to buy and use is another story. Build Better Products is a hands-on, step-by-step guide that helps teams incorporate strategy, empathy, design, and analytics into their development process. You’ll learn to develop products and features that improve your business’s bottom line while dramatically improving customer experience."Laura Klein’s new techniques for understanding customers work for both startups and big companies. And following her own advice, she shows us how to do it, and doesn’t just tell." — Ken Norton, Partner, GV

    When you finish this book, you'll know how to use every word in your website or app to:Make the users fall in love and come backHelp them perform tasks easilyTurn every boring screen to a positive experienceIncrease conversionsMicrocopy (sometimes written micro-copy) is the words on sites and apps that accompany the user's actions: text on buttons, website sign up, error messages (and preventing them), field labels, newsletter sign up, instructions, empty states, confirmation messages, and more. Microcopy: The Complete Guide gives you the knowledge and tools needed to write smart, effective and helpful microcopy for your digital interface. It includes principles, practical tips, and dozens of screenshots from actual sites and apps of corporations, start-ups and SMBs. Who will find this book useful? User experience professionals; Digital marketing managers; Website managers; Marketers and sales personnel; Small business owners; Bloggers; Product managers; UI designers Fascinated by the words that light up interfaces? You'll love this one.

    Some can generate coherent user experiences, others produce confusing patchwork designs. Some inspire teams to contribute to them, while others are neglected. Some get better with time, more cohesive and better functioning; others get worse, becoming bloated and cumbersome.Throughout this book, Alla Kholmatova, previously a lead designer at FutureLearn, will share an approach and the key qualities of effective, enduring design systems. It’s based on Alla’s experiences, case-studies from AirBnB, Atlassian, Eurostar, TED, and Sipgate, plus 18 months of research and interviews — all attempting to figure out what works and what doesn’t work in real-life products. It may not answer every question, but it will help you figure out just the right strategy for establishing and evolving a design system in your organization.

    Something as simple as color choices can render a product unusable for millions. These mismatches are the building blocks of exclusion. In Mismatch, Kat Holmes describes how design can lead to exclusion, and how design can also remedy exclusion. Inclusive design methods--designing objects with rather than for excluded users--can create elegant solutions that work well and benefit all.Holmes tells stories of pioneers of inclusive design, many of whom were drawn to work on inclusion because of their own experiences of exclusion. A gamer and designer who depends on voice recognition shows Holmes his "Wall of Exclusion," which displays dozens of game controllers that require two hands to operate; an architect shares her firsthand knowledge of how design can fail communities, gleaned from growing up in Detroit's housing projects; an astronomer who began to lose her eyesight adapts a technique called "sonification" so she can "listen" to the stars.Designing for inclusion is not a feel-good sideline. Holmes shows how inclusion can be a source of innovation and growth, especially for digital technologies. It can be a catalyst for creativity and a boost for the bottom line as a customer base expands. And each time we remedy a mismatched interaction, we create an opportunity for more people to contribute to society in meaningful ways.

    As devices and channels multiply--and as users expect to relate, share, and shift information quickly--we need content that can go more places, more easily. Content Everywhere will help you stop creating fixed, single-purpose content and start making it more future-ready, flexible, reusable, manageable, and meaningful wherever it needs to go.

    This book aims to minimize the complexity of user-centered design for the Web with explanations and illustrations that focus on ideas rather than tools or techniques.

    Translated into twenty-three languages, it is one of the world's most widely read books on design. In this edition, Victor Papanek examines the attempts by designers to combat the tawdry, the unsafe, the frivolous, the useless product, once again providing a blueprint for sensible, responsible design in this world which is deficient in resources and energy.

    They have a loud voice, a wealth of choice and their expectations are higher than ever. This book covers ten principles you can use to make real world improvements to your customers’ experiences, whatever your business does and whoever you are. For managers, leaders and those starting a new business, the book shows that making improvements customers will appreciate doesn’t need to be complicated or cost a fortune.

    Approaching persuasive design from the dark side, this book melds psychology, marketing, and design concepts to show why we're susceptible to certain persuasive techniques. Packed with examples from every nook and cranny of the web, it provides easily digestible and applicable patterns for putting these design techniques to work. Organized by the seven deadly sins, it includes:Pride -- use social proof to position your product in line with your visitors' values Sloth -- build a path of least resistance that leads users where you want them to go Gluttony -- escalate customers' commitment and use loss aversion to keep them there Anger -- understand the power of metaphysical arguments and anonymity Envy -- create a culture of status around your product and feed aspirational desires Lust -- turn desire into commitment by using emotion to defeat rational behavior Greed -- keep customers engaged by reinforcing the behaviors you desire Now you too can leverage human fallibility to create powerful persuasive interfaces that people will love to use -- but will you use your new knowledge for good or evil? Learn more on the companion website, evilbydesign.info.

    Users demand software that is well-behaved, good-looking, and easy to use. Your clients or managers demand originality and a short time to market. Your UI technology -- web applications, desktop software, even mobile devices -- may give you the tools you need, but little guidance on how to use them well.UI designers over the years have refined the art of interface design, evolving many best practices and reusable ideas. If you learn these, and understand why the best user interfaces work so well, you too can design engaging and usable interfaces with less guesswork and more confidence.Designing Interfaces captures those best practices as design patterns -- solutions to common design problems, tailored to the situation at hand. Each pattern contains practical advice that you can put to use immediately, plus a variety of examples illustrated in full color. You'll get recommendations, design alternatives, and warnings on when not to use them.Each chapter's introduction describes key design concepts that are often misunderstood, such as affordances, visual hierarchy, navigational distance, and the use of color. These give you a deeper understanding of why the patterns work, and how to apply them with more insight.A book can't design an interface for you -- no foolproof design process is given here -- but Designing Interfaces does give you concrete ideas that you can mix and recombine as you see fit. Experienced designers can use it as a sourcebook of ideas. Novice designers will find a roadmap to the world of interface and interaction design, with enough guidance to start using these patterns immediately.

    They explore each metric, considering best methods for collecting, analyzing, and presenting the data. They provide step-by-step guidance for measuring the usability of any type of product using any type of technology.This book is recommended for usability professionals, developers, programmers, information architects, interaction designers, market researchers, and students in an HCI or HFE program.

    Instead of forcing users to conform to a product design or experience, designers need to learn how users behave and interact with various digital interfaces.This guide provides some key principles from psychology to help you design more intuitive, human-centered products and experiences. Humans have an underlying blueprint for how we perceive and process the world around us, and through simple lessons in psychology, this guide will help you define this blueprint.