User interface (UI) design rules and guidelines, developed by early HCI gurus and recognized throughout the field, were based on cognitive psychology (study of mental processes such as problem solving, memory, and language), and early practitioners were well informed of its tenets. But today practitioners with backgrounds in cognitive psychology are a minority, as user interface designers and developers enter the field from a wide array of disciplines. HCI practitioners today have enough expe...

An understanding of psychology-specifically the psychology behind how users behave and interact with digital interfaces-is perhaps the single most valuable nondesign skill a designer can have. This practical guide explains how you can apply key principles of psychology to build products and experiences that are more human-centered and intuitive.