Table of Contents
Acknowledgments ix
Preface xi
Chapter 1 Why Products Exist 1
What's Product Design? 1
Product Design's Heritage 4
Why the History Matters 14
What the History Tells Us 15
So What? 26
Shareable Notes 26
Do This Now 27
Interview: Keenan Cummings 28
Chapter 2 How to Create Products People Want 33
Avoiding "Ego-First Development" 33
What Does a Product Designer Do? 42
Shareable Notes 49
Do This Now 49
Interview: Amy Hoy and Alex Hillman 50
Chapter 3 What Are We Building Here? 55
Defining What to Build 55
Shareable Notes 67
Do This Now 68
Interview: Sahil Lavingia 69
Chapter 4 User Interfaces Begin with Words 73
Really? Start with Words? 73
Creating User Flows 76
Writing Your Screens 86
Traits of Good Interface Copy 90
Shareable Notes 92
Do This Now 93
Interview: Jon Troutman 94
Chapter 5 Tangible Trumps Theoretical 99
Prototypes: Worth 1,000 Mockups 99
Bigger Than a Buzzword 105
Goals of Prototyping 108
Readying for Consumption 112
Shareable Notes 114
Do This Now 115
Interview: Pauly Ting 116
Chapter 6 The Mechanics of Interface Design 121
The Push and Pull of Prototypes Versus Pixel Perfection 121
The UI Stack: Five States of Interface Design 124
Ergonomics: Thumb Zones and Tap Targets 157
Cross-Platform Design 169
Shareable Notes 176
Do This Now 177
Interview: Diogenes Brito 178
Chapter 7 The Psychology of an Experience 185
Products and Psychology 185
Shareable Notes 231
Do This Now 232
Interview; Jonathan Badeen 233
Interview: Josh Brewer 235
Chapter 8 Interpreting Feedback and "Leveling Up" Your Product 241
It's a Creative Journey, After All 241
Leveling Up 244
Don't Squander Your Gains 257
Shareable Notes 258
Do This Now 259
Interview: Ruby Anaya 260
Chapter 9 Shipping Is an Art-and a Science 265
The Invention Versus the Manufactured Article 265
It's Ready When It's Ready 267
Being "Chief of Everything" 269
Interview: Josh Elman 275
Interview: Cat Noone 280
Appendix: Further Reading 283
Index 287
About the Author 301
