Praise for Design for How People Think

“This book takes John’s years of research and practice and turns them into an accessible, practical, and enjoyable read with a playful sense of humor. Regardless of the role you play on your team, the Six Minds framework and discovery techniques will help you unlock key insights about your customers and propel your product’s success.”

heather winkle,
Managing vice president of design at capital one

“Design for How People Think reads just like a conversation with John—clear, engaging, and always quick to the point. This is a terrific book for people new to UX research or who work with UX and want to better understand its role in the product design process. Even long-time practitioners will find the Six Minds framework new and useful and the summary of key concepts, a helpful refresh. Lots of great examples and concrete, practical advice.”

laura cuozzo guarnotta,
user experience research lead at google

“The design industry is changing quickly, and with AI and ML, new tools will replace design asset delivery once crafted with a keyboard and mouse. We have the tools to synthesize research now, but Design for How People Think helps you to understand how to synthesize for design of the future, focusing deeply on how customers think, not on how they use our products.”

Jason Wishard,
Director, Design Practice Management, At Capital One, Consumer Bank Design

“The demand for world-class customer experiences is increasing daily. Unfortunately, with new technologies like AR and AI, the rules of customer experience have changed. John’s book provides a way forward to understand how the brain processes these technologies, drawing a scientific road map of how to deliver customer experiences that work.”

Jason Pappas,
Innovation and Digital Transformation leader, at Eaton