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Think First: My No-Nonsense Approach to Creating Successful Products, Memorable User Experiences + Very Happy Customers
Creating an app, site or any product that succeeds — or sells — is most definitely a tall order. Designing anything for people is tough, because we're inherently complex and...well...messy. Which means that things like market share and ROI don't come easy. But time and effort spent finding the right problems to solve allows designers, developers and product teams to take quantum leaps forward in exceeding the expectations of everyone involved. In Think First, Joe Natoli shows you exactly how to do this, using lessons learned from his 26 years as a UX consultant to Fortune 100 and 500 organizations. You'll find proven principles, step-by-step methods and straightforward, jargon-free advice that can be applied to any kind of digital product. Think First proves that while people are indeed messy and complex, designing for them doesn't have to be. Here's what a few well-respected UX practitioners and authors had to say about Think First: "A very practical guide to success in business." – Dr. Don Norman, Director of the DesignLab, UC San Diego and Author of The Design of Everyday Things "Think First is a practical guide to UX that makes sense of strategy and structure. Highly recommended!" – Peter Morville, Bestselling Author of Intertwingled "For designers and developers, understanding strategy and UX is an increasingly necessary skill. Joe Natoli's Think First demystifies these foundational ideas in a very conversational, easy to read style." – Ilise Benun, Founder of Marketing-Mentor.com and Author of 7+ Books Author Joe Natoli explains why he believes Think First is unlike any other book on the subject of UX strategy and design: "I didn't want to write yet another book that covers the narrow, tactical pieces of the design process," he says, "because great design and great UX are the result of multiple activities across multiple people, roles and disciplines. It's everybody's business. Think First walks you through everything that must be considered to create great UX — and gives you a roadmap to make it happen." Think First details Joe's no-nonsense approach to creating successful products, powerful user experiences and very happy customers. He share countless lessons learned from more than 26 years as a UX consultant to Fortune 500 and 100 organizations — including a few he's learned the hard way :-) Think First serves as a roadmap to building a solid foundation for UX that's strong enough to withstand any weather as projects move into design and coding. Here are just some of the things you'll learn: - Simple user research methods that anyone can perform — even if you've never done research of any kind. - The right questions to ask stakeholders and users at the outset of any (and every) project. - The 3 crucial questions you must ask of every client, every time. - How to tell the difference between what people say they need vs. what they really need. - A better, simpler way to generate meaningful UX requirements at the outset of the project. - How to figure out what features and functions will result in great UX and deliver value to both users and the business. - How to avoid scope creep and the never-ending project scenario.
202 pages, Paperback
First published October 5, 2015
46 people are currently reading
525 people want to read
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Displaying 1 - 30 of 37 reviews
September 18, 2015
This book is really interesting and useful!
UX is fundamental now and "think first" is all we need to do for create successful products, usable, clear, useful and memorable!
Joe writes in a very clear and simple way and these are good prerequisites for these topics covered.
I recommend to all this reading.
UX is fundamental now and "think first" is all we need to do for create successful products, usable, clear, useful and memorable!
Joe writes in a very clear and simple way and these are good prerequisites for these topics covered.
I recommend to all this reading.
September 22, 2015
Think First is a Phenomenal Resource for Any UX Designer!!!!!!
As someone fairly new to the world of user experience design, I found Joe's book to be extremely valuable. As a web and software developer, I am not only interested in trying to produce quality products, but also in trying to design products that deliver great user experiences. I want users of the applications I create to not only be able to get a particular task or end-goal accomplished in the most efficient way possible, but I also want them to actually enjoy using the application because of the way it's designed. Even if it's an application they only use at work!!
Joe provided the insights I was looking for and delivered them fantastically on every page of his book. The entire time I was reading Think First, I was consistently hooked on the ideas and examples he gave that always had me saying to myself, “Oh Yeah!, that makes total sense!!”
Think First is a GREAT book for someone brand new to the world of user experience design, but it's also GREAT for even seasoned UX Designers who are looking to amp up their game. The title is perfect because it drives home the overall goal EVERY person involved with ANY part of a product or service's development should have...and that is to Think First BEFORE you even move to planning, writing, budgeting, prototyping, coding, etc.!! And if you read this book, Joe will show you how!!!!!
As someone fairly new to the world of user experience design, I found Joe's book to be extremely valuable. As a web and software developer, I am not only interested in trying to produce quality products, but also in trying to design products that deliver great user experiences. I want users of the applications I create to not only be able to get a particular task or end-goal accomplished in the most efficient way possible, but I also want them to actually enjoy using the application because of the way it's designed. Even if it's an application they only use at work!!
Joe provided the insights I was looking for and delivered them fantastically on every page of his book. The entire time I was reading Think First, I was consistently hooked on the ideas and examples he gave that always had me saying to myself, “Oh Yeah!, that makes total sense!!”
Think First is a GREAT book for someone brand new to the world of user experience design, but it's also GREAT for even seasoned UX Designers who are looking to amp up their game. The title is perfect because it drives home the overall goal EVERY person involved with ANY part of a product or service's development should have...and that is to Think First BEFORE you even move to planning, writing, budgeting, prototyping, coding, etc.!! And if you read this book, Joe will show you how!!!!!
September 21, 2015
"Think First" by Joe Natoli is simply readable book full of good advices about UX design for beginners, but definitely also experienced UX designers can find many useful information inside.
The book is divided into 8 sections about initial strategy, business goals and user needs, the journey from strategy to final scope with possible tradeoffs and product evolutions, and user's/business's requirements to product. Mr. Natoli also included section with many essential UX resources.
Essential in the book are suggestions what has to be done and what has to be avoided, if we want to create design with benefits for all (our company, our customers and also end users).
For example, author deals with scenarios for identifying B2B and B2C user needs. He advises, what questions to ask and who is the best respondent for such questions when we are doing interviews. How to plan a Long WOW Experience. And so on.
Inside "Think First” you can find many real-life examples, mainly just from Mr. Natoli's 26 years long career as UX designer.
Personally, "Think First" is the best book about UX I've read in last 5 years. So give it a try.
The book is divided into 8 sections about initial strategy, business goals and user needs, the journey from strategy to final scope with possible tradeoffs and product evolutions, and user's/business's requirements to product. Mr. Natoli also included section with many essential UX resources.
Essential in the book are suggestions what has to be done and what has to be avoided, if we want to create design with benefits for all (our company, our customers and also end users).
For example, author deals with scenarios for identifying B2B and B2C user needs. He advises, what questions to ask and who is the best respondent for such questions when we are doing interviews. How to plan a Long WOW Experience. And so on.
Inside "Think First” you can find many real-life examples, mainly just from Mr. Natoli's 26 years long career as UX designer.
Personally, "Think First" is the best book about UX I've read in last 5 years. So give it a try.
September 18, 2015
UX is a complex field, and there are tons of books on the topic of UX. Think First stands above them; it’s a great book about how to think about what we do everyday. While UX designers and management may create strategies, developers, copywriters, and those who create content and systems must implement the strategy.
There will always be a lot of micro-decisions that need to be made by both management and the people doing the work, and Think First provides a solid guide for doing that. Every decision made impacts User Experience, so it’s really important for designers, developers and other team members to consider the reasons behind their actions.
This book is great for people who want to empower themselves to think strategically and serve both business goals and use needs. Think First empowers us to break the assumptions we make in what we do, and grow as a result. The insights gained from Think First will surprise you and your team!
There will always be a lot of micro-decisions that need to be made by both management and the people doing the work, and Think First provides a solid guide for doing that. Every decision made impacts User Experience, so it’s really important for designers, developers and other team members to consider the reasons behind their actions.
This book is great for people who want to empower themselves to think strategically and serve both business goals and use needs. Think First empowers us to break the assumptions we make in what we do, and grow as a result. The insights gained from Think First will surprise you and your team!
September 21, 2015
I have been learning from Joe for sometime now, particularly from his online UX courses. Being a CTO and Head of R&D, having to set and fulfill the vision of our products, guiding my team to deliver superior overall user experience, I can only thank Joe very much for his theoretical and practical guidance. The way he explains the 5S Framework (originally proposed by J. J. Garrett) sparked a revolution on the way we think about our products and ways of defining and performing our work. We definitely have a better process and product thanks to his pragmatic way of thinking and doing. I highly recommend this book, which beautifully summarizes and updates his previous courses and writings, and I look forward to learn more from Joe in the years to come.
September 21, 2015
Joe Natoli has deep experience of User Experience (UX) and has worked with many high profile organisations. This comes over with a heart felt desire to put the user at the centre of design, and to meet the needs of all stakeholders. His passion is shown in how his own text communicates and connects with his audience.
Recommended
Recommended
September 21, 2015
Think First is a must read for anyone on a project team as well as any stakeholder (including VPs, CEOs, etc)! That's because, as Joe states in Think First, UX is everyone's business. This book does a great job of explaining why that is. If you're having trouble getting the higher execs, BAs, PMs, or anyone on board the UX train, persuade them to read this book.
Joe explains that you must start with a strategy - a good understanding of what users expect to accomplish with what you're building and what you want to accomplish with it. That's the foundation of your project and that foundation will inform every decision that is made from that point on. Without that solid foundation, you're building a house on sand. You must "think first" and know the answer to "why are we doing this."
Joe explains that you must start with a strategy - a good understanding of what users expect to accomplish with what you're building and what you want to accomplish with it. That's the foundation of your project and that foundation will inform every decision that is made from that point on. Without that solid foundation, you're building a house on sand. You must "think first" and know the answer to "why are we doing this."
September 21, 2015
UX, because of it's key role in product design and acceptance has drawn so much attention to itself. There is need to fully understand this great principle and how it works in order to properly put it to use. Think First happened to be the best book that has dealt deeply with this subject matter. If you aspire to understand the length and breath of UX, i kindly advice you to give Think First top most consideration. My encounter with this book has opened up my eyes to hidden truth as regard UX. Thanks to Joe Natoli for putting together this priceless information. God bless you real good. Don't hesitate! Get this book and you won't regret you did.
September 23, 2015
Definitely check out Joe Natoli's new book, "Think First" https://lnkd.in/eWpihU5 It's a practical guide to help you design in the way people think by examining how they approach tasks. A lot of us have pre-conceived notions of how a particular product should work or how an application should flow. Joe casts light on how to proceed with the whole process - from examining the problem to delivering a solution.
Joe's straightforward approach to design, whether a physical product or a software application focuses on user experience. In other words, "How will this be used... and why?" Looking at design from that angle helps to cut through the layers of complexity that are often injected into our thinking processes when working on new projects. Joe clears away the clutter and gets us back to the real task at hand of how to get a project or design delivered in a form that can actually be used. Most of all, he helps us to understand that no matter what we are trying to deliver, if it's not usable, why did we build it in the first place?
You never know, he may have you rethinking your processes (and reorganizing your development flow).
Joe's straightforward approach to design, whether a physical product or a software application focuses on user experience. In other words, "How will this be used... and why?" Looking at design from that angle helps to cut through the layers of complexity that are often injected into our thinking processes when working on new projects. Joe clears away the clutter and gets us back to the real task at hand of how to get a project or design delivered in a form that can actually be used. Most of all, he helps us to understand that no matter what we are trying to deliver, if it's not usable, why did we build it in the first place?
You never know, he may have you rethinking your processes (and reorganizing your development flow).
September 21, 2015
Imagine you've been working in UX for quite a few years, and in the more general world of internet for even more. Of course you've accumulated a remarkable list of books to continue your imprpvement. You've got your favourites, the ones that of course you have to read because otherwise it's not cool and the ones that you've started but never finished because they don't really add much to what you already know.
Joe Natoli's book is frankly a surprise. I thought I was going to read the umpteenth basic boom about user centric design but I had to change my mind quite soon: it's knowledgeable, accessible and gripping.
What makes this book a different read about UX is that it's full of real life examples, and it shows that Joe has an extensive (more than 20 years) experience in the field.
I appreciate the absence of jargon, on the contrary ites a book for whoever is starting out in strategic design. For the more experienced people there's loads to get inspired by.
I was especially surprised by the Empathy mapping technique, I'll definitely advocate it in my team.
Excellent read!
Joe Natoli's book is frankly a surprise. I thought I was going to read the umpteenth basic boom about user centric design but I had to change my mind quite soon: it's knowledgeable, accessible and gripping.
What makes this book a different read about UX is that it's full of real life examples, and it shows that Joe has an extensive (more than 20 years) experience in the field.
I appreciate the absence of jargon, on the contrary ites a book for whoever is starting out in strategic design. For the more experienced people there's loads to get inspired by.
I was especially surprised by the Empathy mapping technique, I'll definitely advocate it in my team.
Excellent read!
September 23, 2015
Joe Natoli has put together the most comprehensive and practical guide to UX design. To quote him verbatim -
As a developer, I must admit that he has hit the nail on the head on how to bridge the gap between a business analyst, a developer and a designer in the software development process. He has addressed key challenges that most of us face with a No-Nonsense and simple approach that can be put to practice right away.
I thoroughly enjoyed reading the book and I highly recommend it to developers and designers alike irrespective of their background or experience ! At this juncture, I would also like to thank Joe for condensing his 26 years of rich experience into this wonderful book.
"Great UX isn’t a product of the tools you use, and it isnt what you build or design on screen. It’s how you think about those things."Think First isn't just the title of the book. He elucidates how it is the secret mantra behind every successful product in the market.
As a developer, I must admit that he has hit the nail on the head on how to bridge the gap between a business analyst, a developer and a designer in the software development process. He has addressed key challenges that most of us face with a No-Nonsense and simple approach that can be put to practice right away.
I thoroughly enjoyed reading the book and I highly recommend it to developers and designers alike irrespective of their background or experience ! At this juncture, I would also like to thank Joe for condensing his 26 years of rich experience into this wonderful book.
September 22, 2015
Being New to UX Design there is a lot to learn, and even more to understand. I have read a lot of books and articles to get a better understanding on what I was getting myself into, some of it was very complex some very simple but this book hits the sweet spot. Joe Natoli's Think First does an outstanding Job of tearing everything you already know about UX design down to the studs and rebuilding a strong foundation, from the very first page I felt like I was reading notes from my personal mentor addressing all of my questions and guiding my understanding. Right along with Jesse James Garrett and Don Norman, Joe Natoli's Think First is a must have on your list of UX design.
September 23, 2015
This book is truly a gem. It offers practical advice and instruction in an easy-to-read tone. Think First introduced practical ways that I can really move forward in developing the UX process at my workplace. I've read countless articles and books on UX and this one, I guarantee you, will be one of the classics. It's easy to understand for those just being introduced to UX and season vetrans alike. I've recommended that the engineers at my company read this book to give them a better idea of what UX and isn't. I will also be using this as a textbook for a college Usability class! Highly recommended.
September 23, 2015
The definite starter's guide for UX'ers.
As a print designer who is just starting in the UX world, this book has become my new manual.
I have taken Joe Natoli's online class and it opened my mind to the real scope of user experience design. This book is a great way to review and build upon what I learned before.
With the emerging and overcomplication of software for prototyping, designing and coding, Joe's bold and straightforward approach to UX is a breath of fresh air, reminding us that the most important thing we can do is to think first.
As a print designer who is just starting in the UX world, this book has become my new manual.
I have taken Joe Natoli's online class and it opened my mind to the real scope of user experience design. This book is a great way to review and build upon what I learned before.
With the emerging and overcomplication of software for prototyping, designing and coding, Joe's bold and straightforward approach to UX is a breath of fresh air, reminding us that the most important thing we can do is to think first.
September 24, 2015
Think First is an invaluable guide for new and experienced designers alike. Requirements analysis is such a critical component to the success of products and services today. User experience is the new secret weapon of the business world. Joe walks the reader through the process of identifying user needs, and provides great tips and strategies for aligning and adjusting your projects to meet those needs – in a way that can be practically applied in the field. Proactively anticipating the user experience could be the advantage needed to cross the finish line before the rest of the competition – in which case this book is a must-read!
September 22, 2015
Finished reading Think First by Joe Natoli. A lot of books and websites about UI and UX seem nothing more than a list of do's and don'ts. Joe does a great job of getting the designer to THINK strategically about the end users (needs, wants,expectations, and their actual usage), as well as the business client. The goal is to provide value to the target audience(s) and give them a WOW experience. Joe helps you to ask the right questions to understand your audience and have empathy for their experiences, aggrevations, and desires. Bottom line: UX design is ultimately about people!
September 24, 2015
Think First is a must read for anyone in web design/UI/UX or any field even remotely related to the concepts in the book, that's how good it really is. The information in Think First is invaluable and is presented in a style that lets the reader absorb and utilize the information without any roadblocks. Not just for those of us already in the field, but Think First should be in every classroom teaching the subject, as a road map of what to do and how to do it successfully. Thank you Joe Natoli.
September 24, 2015
Think First is a solid introduction for anyone new to the user experience profession. If you are not familiar with the UX process, the different types of documents involved and how and when they are used, you’ll have a good understanding after finishing the book. As you are guided through the UX workflow you learn how to properly define your product and how to best serve your audience. Think First is a Must Have!
September 22, 2015
This book is a great guide about user experience foundations. The questions inside the book are very useful to create better questions for interviews with users and/or stakeholders. I recommend it, not only to people that want to know the principles to have a good usability but also to UX designers that want to have a refresh of her/his knowledge in UX. It's very useful and amusing, I really enjoyed to read it.
September 23, 2015
Judge this book by its cover. As is stated and visually implied, readers will quickly learn and understand how Joe's brain works when presented with the task of making something successful.
Succinct, yet eloquent. Condensed, yet highly in-depth. Approachable, but never dumbed-down.
In a word: invaluable.
Succinct, yet eloquent. Condensed, yet highly in-depth. Approachable, but never dumbed-down.
In a word: invaluable.
September 21, 2015
This book is straight forward, common sense with piratical business insight. A great resource not only for web professionals, but also for Instructional Designers, eLearning professionals and anyone creating interactive media.
September 24, 2015
This is a great read and a good entry point when studying what really matters when designing anything that people will use. As someone that has been involved in product development of both hardware and software, I find the advice and no-nonsense approach refreshing and very actionable.
September 24, 2015
Best UX book ever!! Worth your time and I beg you to invest your time in it, you won't regret
March 3, 2023
"Learned a lot about User Experience and how important strategy is for launching great products in the market. The author has decades of experience in product design and has shared valuable insights with us. Highly recommended for budding product designers."
February 8, 2018
This book is very practical and also written in a very simple language. That makes it a great fit especially for people entering the field of UX.
March 20, 2018
Great book especially for those who are new in UX.
April 30, 2025
Good book if you’re an absolute beginner. I’ll keep it as a recommendation for new ux businesses.
June 7, 2018
This book is mindset-changing and motivational in a good way. Every page is a reminder to ask ourselves why we are designing this. How will it help people? How will it benefit us? It’s a rare book that includes B2B case studies and strategy tips.
I’d recommend this book to aspiring designers, curious developers, and all product people (especially those who are tired of their routine and need some encouragement).
Plus, it’s short and fast-paced.
I’d recommend this book to aspiring designers, curious developers, and all product people (especially those who are tired of their routine and need some encouragement).
Plus, it’s short and fast-paced.
August 14, 2016
Honestly, I don’t get it how this book got a very high rating and how some users describing it as a phenomenal resources. To me the resources and key points that Joe Natoli provides in this book are quite simple and general. The book itself is very short with only around 180 pages. I am honestly disappointed with this book as I expect more details and practical examples. I am by no means discrediting Joe’s vast experiences, but i wish he had written more practical examples based on them instead of just talking theories. Or maybe it was actually my fault because the title of the book itself, “Think First”, should’ve given me a good description of the content of this book. Anyway, these are 20 takeaways:
1. Anything that was ever worth doing started with a strategy
2. Strategy means putting people first
3. If you don;t come up with a good solution to something, it’s likely that you’re solving the wrong problem
4. Innovation is a balancing act
5. If you fail to plan, you’re planning to fail
6. There’s more than one way to research
7. Start with business objectives
8. Move to users, and differentiate clearly between B2B and B2C
9. Whether you’re interviewing stakeholders or users, ask open-ended questions and listen more than you talk
10. You must ask the 3 crucial questions (What’s worth doing? What you’re creating? What value it delivers?)
11. You must follow strategy with scope
12. You must capture and share everything that gets agreed to
13. Make every tradeoff strategic
14. Take time to think through and plan a “Long Wow” product evolution
15. What people say they need isn’t the same as what they actually need
16. Use scenarios are key to realistic, strategically valuable requirements
17. Task completion is not as same as success
18. Useful personas consider both empathetic and situational factors
19. Think first. Again and again. Repeatedly re-evaluate the work you’r doing by putting yourself in the place of the people who will have to use what you create.
20. What’s between your ears is infinitely more important than anything you can do with your hands.
1. Anything that was ever worth doing started with a strategy
2. Strategy means putting people first
3. If you don;t come up with a good solution to something, it’s likely that you’re solving the wrong problem
4. Innovation is a balancing act
5. If you fail to plan, you’re planning to fail
6. There’s more than one way to research
7. Start with business objectives
8. Move to users, and differentiate clearly between B2B and B2C
9. Whether you’re interviewing stakeholders or users, ask open-ended questions and listen more than you talk
10. You must ask the 3 crucial questions (What’s worth doing? What you’re creating? What value it delivers?)
11. You must follow strategy with scope
12. You must capture and share everything that gets agreed to
13. Make every tradeoff strategic
14. Take time to think through and plan a “Long Wow” product evolution
15. What people say they need isn’t the same as what they actually need
16. Use scenarios are key to realistic, strategically valuable requirements
17. Task completion is not as same as success
18. Useful personas consider both empathetic and situational factors
19. Think first. Again and again. Repeatedly re-evaluate the work you’r doing by putting yourself in the place of the people who will have to use what you create.
20. What’s between your ears is infinitely more important than anything you can do with your hands.
October 5, 2015
This is book will be one of my UX Bible that I can use as guide/reference over and over again. The method and teaching style of this book is easy to follow for anybody from novice to expert and the stuffs you will learn from Mr. Natoli you can use it in many different types of business. In my case I work in the manufacturing industry.
I have gain lots of UX knowledge from Mr. Natoli’s online courses and this new book. I will recommend this book to anyone interested in this topic and what you will learn from this book, you can apply to many different types of business.
I have gain lots of UX knowledge from Mr. Natoli’s online courses and this new book. I will recommend this book to anyone interested in this topic and what you will learn from this book, you can apply to many different types of business.
Displaying 1 - 30 of 37 reviews