An understanding of psychology-specifically the psychology behind how users behave and interact with digital interfaces-is perhaps the single most valuable non-design skill a designer can have. The most elegant design can fail if it forces users to conform to the design instead of working within the “blueprint” of how humans perceive and process the world around them. This practical guide explains how you can apply key principles of psychology to build products and experiences that are more human-centered and intuitive. It deconstructs familiar apps and experiences to provide clear examples of how UX designers can build interfaces that adapt to how users perceive and process digital interfaces.

New: 2nd Edition

The craft of design has a dynamic nature that keeps evolving along with technology. With every new technological advancement, new constraints and possibilities are introduced. Since the first edition of this book, LLMs (Large Language Models) have undergone significant advancements, AI-powered image generation tools have emerged, spatial computing has entered the mainstream, and smartphones have become even more powerful. However, the principles and concepts covered in this book remain timeless, and they provide a solid foundation for every designer, regardless of their level of expertise.

To enhance the reader’s experience, the second edition includes additional information linking these principles and concepts to psychology concepts, techniques, and key considerations. This edition also features updated examples throughout, making it a practical guide for designers who want to stay up-to-date with the latest trends and best practices in the field of design.

New Concepts

  • Paradox of Choice
  • Complexity Bias
  • Flow

New Considerations

  • The Human Factor
  • Accessibility
  • Paradox of the Active User
  • Personalization

New Techniques

  • Contextual Inquiry
  • User Interviews
  • Eye-tracking

What you’ll learn

  1. How aesthetically pleasing design creates positive responses
  2. The principles of psychology most useful for designers
  3. How these psychology principles relate to UX heuristics
  4. Predictive models including Fitts's law, Jakob's law, and Hick's law
  5. A practical framework for applying principles of psychology in your design process
  6. Ethical implications of using psychology in design


The Laws of UX serves as an excellent resource for both newcomers and professionals, encouraging them to delve into the deeper why behind design choices instead of merely imitating existing patterns.

Chris Desjardins, CEO, Tungsten

This is the book I didn’t know I needed at the start of my career and the one I insist on for my students and staff.

Andrés Currey Zapata, D.Sc.

Jon has broken down common psychology principles in a way that makes it easier to apply in everyday designs across all industries.

James Rampton, Lecturer, University of Michigan
Peak-end rule detail
Tesler’s Law detail
Hick’s Law detail
Postel’s Law detail
Von Restorff Effect detail
Tesler’s Law detail

Where you can find it

Second Edition


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Second Edition

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A discussion with Andrés Zapata, D.Sc. that dives into the details around the second edition of the “Laws of UX” book.

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