Key ideas. What is UX? -- The five main ingredients of UX -- Your perspective -- The three "whats" of user perspective -- Solutions versus ideas -- The pyramid of UX impact -- Before you start. User goals and business goals -- UX is a process -- Gathering requirements -- Building consensus -- Behavior basics. Psychology versus culture -- What is user psychology? -- What is an experience? -- Conscious vs subconscious experience -- Emotions -- What are motivations? -- Motivation: sex and love -- Motivation: affiliation -- Motivation: status -- Motivation: justice -- Motivation: understanding (curiosity) -- User research. What is user research? -- What isn't user research / -- How many users do you need? -- How to ask questions -- How to observe a user -- Interviews -- Surveys -- Card sorting -- Creating user profiles -- Devices -- The limits of our minds. What is intuition? -- What is a cognitive bias? -- The illusion of choice -- Attention -- Memory -- Hyperbolic discounting -- Information architecture. What is information architecture? -- User stories -- Types of information architecture -- Static and dynamic pages -- What is a flow? -- Users don't go backward -- Designing behavior. Designing with intention -- Rewards and punishments -- Conditioning and addiction -- Gamification -- Social/viral structure -- How to create trust -- How experience changes experience -- Visual design principles. Visual weight (contrast and size) -- Color -- Repetition and pattern-breaking -- Line tension and edge tension -- Alignment and proximity -- Using motion for UX -- Wireframes and prototypes. What is a wireframe? -- What isn't a wireframe? -- Learn skills, not tools -- Avoid convenient examples -- What is a design pattern? -- Z-pattern, F-pattern, visual hierarchy -- Layout: page framework -- Layout: the fold, images, and headlines -- Layout: the axis of interaction -- Forms -- Primary and secondary buttons -- Adaptive and responsive design -- To design or redesign? -- Touch versus mouse -- Psychology of usability. What is usability, really? -- Simple, easy, fast, or minimal -- Browsing, searching, or discovery -- Consistency and expectations -- Anti-UX -- Accessibility -- Content. UX copywriting versus brand copywriting -- The call-to-action formula -- Instructions, labels and buttons -- Landing pages -- Readability -- The persuasion formula -- How to motivate people to share -- The moment of truth. The launch is an experiment -- Data for designers. Can you measure a soul? -- What are analytics? -- Graph shapes -- Stats- sessions versus users -- Stats- new versus return visitors -- Stats- pageviews -- Stats- time -- Stats- bounce rate and exit rate -- The probabilities of interaction -- Structure versus choice -- A/B tests -- A multi-what-now test? -- Sometimes A/B testing is the only way to know -- Get a job, you dirty hippy. What does a UX designer do all day? -- Which UX job is right for you? -- What goes in a UX portfolio?