101 UX Principles – 2nd edition

“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


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