Intro -- Preface -- This Book Truly Practices What It Preaches -- I: Key Ideas -- Lesson 1: What Is UX? -- Lesson 2: The Five Main Ingredients of UX -- Lesson 3: Your Perspective -- Lesson 4: The Three "Whats" of User Perspective -- Lesson 5: Solutions versus Ideas -- Lesson 6: The Pyramid of UX Impact -- II: Before You Start -- Lesson 7: User Goals and Business Goals -- Lesson 8: UX Is a Process -- Lesson 9: Gathering Requirements -- Lesson 10: Building Consensus -- III: Behavior Basics -- Lesson 11: Psychology versus Culture -- Lesson 12: What Is User Psychology? -- Lesson 13: What Is An Experience? -- Lesson 14: Conscious vs Subconscious Experience -- Lesson 15: Emotions -- Lesson 16: What Are Motivations? -- Lesson 17: Motivation: Sex and Love -- Lesson 18: Motivation: Affiliation -- Lesson 19: Motivation: Status -- Lesson 20: Motivation: Justice -- Lesson 21: Motivation: Understanding (Curiosity) -- IV: User Research -- Lesson 22: What Is User Research? -- Lesson 23: What Isn't User Research? -- Lesson 24: How Many Users Do You Need? -- Lesson 25: How to Ask Questions -- Lesson 26: How to Observe a User -- Lesson 27: Interviews -- Lesson 28: Surveys -- Lesson 29: Card Sorting -- Lesson 30: Creating User Profiles -- Lesson 31: Devices -- V: The Limits of Our Minds -- Lesson 32: What Is Intuition? -- Lesson 33: What Is a Cognitive Bias? -- Lesson 34: The Illusion of Choice -- Lesson 35: Attention -- Lesson 36: Memory -- Lesson 37: Hyperbolic Discounting -- VI: Information Architecture -- Lesson 38: What Is Information Architecture? -- Lesson 39: User Stories -- Lesson 40: Types of Information Architecture -- Lesson 41: Static and Dynamic Pages -- Lesson 42: What Is a Flow? -- Lesson 43: Users Don't Go Backward -- VII: Designing Behavior -- Lesson 44: Designing with Intention -- Lesson 45: Rewards and Punishments.

Lesson 46: Conditioning and Addiction -- Lesson 47: Gamification -- Lesson 48: Social/Viral Structure -- Lesson 49: How to Create Trust -- Lesson 50: How Experience Changes Experience -- VIII: Visual Design Principles -- Lesson 51: Visual Weight (Contrast and Size) -- Lesson 52: Color -- Lesson 53: Repetition and Pattern-Breaking -- Lesson 54: Line Tension and Edge Tension -- Lesson 55: Alignment and Proximity -- Lesson 56: Using Motion for UX -- IX: Wireframes and Prototypes -- Lesson 57: What Is a Wireframe? -- Lesson 58: What Isn't a Wireframe? -- Lesson 59: Learn Skills, Not Tools -- Lesson 60: Avoid Convenient Examples -- Lesson 61: What Is a Design Pattern? -- Lesson 62: Z-Pattern, F-Pattern, Visual Hierarchy -- Lesson 63: Layout: Page Framework -- Lesson 64: Layout: The Fold, Images, and Headlines -- Lesson 65: Layout: The Axis of Interaction -- Lesson 66: Forms -- Lesson 67: Primary and Secondary Buttons -- Lesson 68: Adaptive and Responsive Design -- Lesson 69: To Design or Redesign? -- Lesson 70: Touch versus Mouse -- X: Psychology of Usability -- Lesson 71: What Is Usability, Really? -- Lesson 72: Simple, Easy, Fast, or Minimal -- Lesson 73: Browsing, Searching, or Discovery -- Lesson 74: Consistency and Expectations -- Lesson 75: Anti-UX -- Lesson 76: Accessibility -- XI: Content -- Lesson 77: UX Copywriting versus Brand Copywriting -- Lesson 78: The Call-To-Action Formula -- Lesson 79: Instructions, Labels and Buttons -- Lesson 80: Landing Pages -- Lesson 81: Readability -- Lesson 82: The Persuasion Formula -- Lesson 83: How to Motivate People to Share -- XII: The Moment of Truth -- Lesson 84: The Launch Is an Experiment -- XIII: Data for Designers -- Lesson 85: Can You Measure a Soul? -- Lesson 86: What Are Analytics? -- Lesson 87: Graph Shapes -- Lesson 88: Stats-Sessions versus Users -- Lesson 89: Stats-New versus Return Visitors.

Lesson 90: Stats-Pageviews -- Lesson 91: Stats-Time -- Lesson 92: Stats-Bounce Rate and Exit Rate -- Lesson 93: The Probabilities of Interaction -- Lesson 94: Structure versus Choice -- Lesson 95: A/B Tests -- Lesson 96: A Multi-what-now Test?! -- Lesson 97: Sometimes A/ B Testing Is the Only Way to Know -- XIV: Get a Job, You Dirty Hippy -- Lesson 98: What Does a UX Designer Do All Day? -- Lesson 99: Which UX Job Is Right For You? -- Lesson 100: What Goes in a UX Portfolio? -- Index.

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