Improve user experience by avoiding common frustrations and focusing on what matters Endorsements “This updated version of 101 UX Principles is a delight. It's an educational and fun provocation to look at the world of UX differently – solidly from the user's point of view." –Elizabeth Churchill, Director of User Experience, Google “A phenomenal reference guide. Complete with case studies, a record of personal experience, and visual examples, Grant makes it clear why these techniques have found their way into the canon of UX best practices.” –Jeff Gothelf, Author of Lean UX –..I recommend it to anyone looking to learn the basics and also for more experienced designers - the author's candid opinions will force you to revisit some of your established assumptions!" –Anne Marie-Leger, Staff Product Designer, Shopify –An absolute must-read, not only for UX designers, but this book is also super relevant for product managers trying to get better at product usability. Two enthusiastic thumbs up!" –Trent Blakely, Sr. Product Manager, Equinix Book Description This book is a manifesto of UX/UI design best practices to help you put the focus back on what really matters: the user. From UX laws to practical UI, color, typography, and accessibility advice, it's all packed into this easy-to-consult and fun read: Essential UX laws - Handy best practices - Snippets of technical knowledge for anyone who wants to work in the digital space 101 UX Principles demonstrates the success from best-in-class products and leads the way to delight your users. Keep it on your desk for quick reference, send as a gift to colleagues to build allies, or brandish it as your weapon of choice during meetings to fight for your users' right to a better digital experience. Sneak a peek at some of the new and updated principles in this UX design book: Work with user expectations, not against them - Make interactive elements obvious and discoverable - Optimize your interface for mobile - Streamline creating and entering passwords - Respect users' time and effort in your forms - Use animation with care in user interfaces - How to handle destructive user actions - Chatbots are usually a bad idea – and how to make them better - Use A/B testing to test your ideas - Let users give feedback, but don't hassle them - Make it clear to users if they're joining or signing-in - Only use modal views for blocking actions - How complexity can be good for some users Who is this book for This book is a distillation of Will's 20+ years of experience in the form of successful design principles to help early career UX designers learn the ropes and provide experienced professionals with new ideas when building their products. UX/UI designers, product managers, entrepreneurs, aspiring strategists, and anyone creating a digital product, service or a campaign will find this book extremely useful. "This updated version of 101 UX Principles is a delight. Thoroughly revised, this edition includes great points from the earlier edition, offers some updated examples, and provides new examples of solid UX principles. Theory goes into practice with examples that we can all relate to. The author says this book is a ‘shortcut to success’ for less experienced designers and a challenge to accepted thinking for seasoned UX professionals. It is that, yes, and it is so much more. It's an educational and fun provocation to look at the world of UX differently – solidly from the user's point of view." Elizabeth Churchill, Director of User Experience, Google "They say UX is liquid ― you can’t pin it down. Well, they haven’t read this book. In a series of short, direct lessons, this book lays out the fundamental principles of good user experience design. Complete with case studies, a record of personal experience, and visual examples, Grant makes it clear why these techniques have found their way into the canon of UX best practices. This is a phenomenal reference guide as you set out on your UX journey or even if you’ve been on it for many years." Jeff Gothelf, Author of Lean UX "As with previous publications, Will has turned out nothing short of a definitive best practice guide to the things that matter most in modern usability. The content it espouses is empowering, instructive without being patronising, efficient, and above all, user-friendly. Anyone with an interest in what UX actually is would be well-served reading this book, as would seasoned professionals looking for helpful ways to embed their practice throughout all aspects of modern products and organisations." Steffan Aquarone, Digital Transformation Trainer and Consultant "A fantastic reference to underpin and reinforce your UX core. This book is a treasure trove of salient points to help you create the best experiences and improve usability." Kwen Wan, Design and Research Lead, M&S International "This book is a great reminder of fundamental UX/UI principles that can often be overlooked when designing interfaces. The