#uxreading

This is the most insightful book I’ve ever read on how the human mind works, and I find it an absolutely essential UX reading. This book doesn’t contain the typical cognitive principles that we use in design, the ones you learn from Don Norman’s writing for example, but it talks about the science of decision making and dissects human’s cognitive biases and how they affect their choices. As designers, this should be an essential knowledge for us, because without understanding the shortcomings of human mind, we can’t predict the impact of the experiences we build.