KEY FEATURES
Learn design with examples from booming startups and digital products.
Learn how the fundamentals of psychology help enhance design and process.
Learn gamification with the product’s examples you use everyday.

WHAT YOU WILL LEARN
Understand the psychological reasons behind every design.
Predict user behavior and make informed design decisions.
Motivate users to perform specific tasks.
Apply gamification theories to enhance user adoption.
Avoid biases during design development and review.

WHO THIS BOOK IS FOR
This book is intended for UX designers, UI designers, graphic designers, product managers, and any other designers interested in understanding their audience better.

Understanding how users think, feel, and interact with digital products is crucial for creating designs that not only look good but also deliver exceptional user satisfaction. This book will help designers learn the fundamentals of design through the lenses of psychology, gamification, and biases. It includes numerous examples from actual mobile apps and websites, both Indian and global, allowing readers to connect the dots and deeply understand the psychological reasons behind various designs.
Readers will understand how Fitt's law, Hick's law, and Miller's law shape layouts and decisions. They will also learn to use Gestalt principles for intuitive interfaces. You will discover how user behavior is influenced by the Zeigarnik effect, Halo effect, and Goal Gradient effect. The book will help you discover tips and tricks for gamifying your product, leading to better user acquisition and retention. Readers will learn about key biases that can impact design decisions. Featuring examples from well-known brands like Myntra, LinkedIn, Airbnb, MakeMyTrip, Swiggy, Zepto, Amazon, Flipkart, Walmart, and many more, this book connects with the products you use daily, helping you apply similar insights to your designs.
Non-designers will also benefit from this book, as it provides valuable insights into the thought processes behind the design of physical and digital products, enabling them to observe and appreciate the design elements in their surroundings.

Alok Kumar with two decades of industry expertise in design and innovation, serves as the Director of UX Design at Myntra, India’s leading Fashion E-commerce platform. Alok brings a wealth of experience from esteemed corporations and startups, including Microsoft, Walmart, Vedantu, BlueStone, and few mobile gaming ventures.
Driven by a passion for both learning and teaching, Alok has a Masters in Psychology and is currently pursuing his Doctorate in Design while actively engaging with students at esteemed design schools such as IIT Bombay, Chitkara University, JLU Bhopal, and numerous others as a guest speaker. Through these engagements, he bridges the gap between academic learning and industry demands, ensuring students are well-prepared for real-world challenges.
Alok is also the co-founder of “RethinkingUX,” a thriving UX Design community boasting over 50,000 members (UX Designers) worldwide. Committed to nurturing talent in the design realm, Alok and his team aim to empower aspiring and mid-level designers to enhance their skills and excel in the field.
At Myntra, Alok has spearheaded the development of several groundbreaking features powered by GenAI technology, including FashionGPT, Maya, and MyStylist. These innovative features showcase his dedication to leveraging Design Principles, Gamification and AI to enhance the user experience, revolutionizing the way users engage with fashion on the platform.

Section I – Psychology Laws
1. Fitt’s Law
2. Hick’s Law
3. Miller’s Law
4. Jakob’s Law
5. Tesler’s Law
6. Gestalt’s Law
7. Doherty Threshold
Section II – Psychological Effects
8. Zeigarnik Effect
9. Storytelling Effect
10. Halo Effect
11. Goal Gradient Effect
12. Picture Superiority Effect
13. Von Restorff Effect
Section III – Gamification
14. Gamification in UX Design

Section IV – Biases
15. Biases in UX Design