Think First

Think First

A no-nonsense approach to creating successful products, powerful user experiences + very happy customers.

Are you re-imagining a digital product? Do you want to understand what can take a design from good to great? Need to make design decision grounded on fact, not opinions? All these and more, from the experienced and talented Joe Natoli, UX consultant to the Fortune 100.

Buy now: $14.95 (USD)

Digital ebook: You'll get an immediate download in ePub, Mobi and PDF formats.

A practical focus on underlying UX principles...

Practical & realistic scenarios

Dozens of examples to help explain strategies for digital products.

Foundational UX ideas

Core concepts explained in a conversational and easy-to-read style.

Patterns, approaches, tools...

Pick the mind of a seasoned UX professional, and learn from his experience.

Bonus content

Workbooks, video training, exclusive webinar, and more.

100% money-back guarantee

If you're not happy with your ebook, let us know and we'll refund you in full. Pinky promise.

Instant access, any device

DRM-free files that you can read on your computer, Kindle, iPad or any other ebook reader.

Step-by-step methods and jargon-free advice

There's No Success Without Strategy

There's No Success Without Strategy

Simple user research methods that anyone can perform — even if you’ve never done research of any kind.

Identifying Business Goals

Identifying Business Goals

The right questions to ask stakeholders and users at the outset of any (and every) project.

Identifying User Needs

Identifying User Needs

The 3 crucial questions you must ask of every client, every time.

Turning Strategy Into Scope

Turning Strategy Into Scope

A better, simpler way to generate meaningful UX requirements at the outset of the project.

Strategic Tradeoffs and Product Evolution

Strategic Tradeoffs and Product Evolution

How to figure out what features and functions will result in great UX and deliver value to both users and the business.

Requirements: A Better Way

Requirements: A Better Way

How to figure out what features and functions will result in great UX and deliver value to both users and the business.

Here's a sneak peek…


Three Critical Questions You Must Ask

No matter the industry, niche or product type, a core component of developing solid product strategy is asking three crucial, universal questions. Years ago I attended an Adaptive Path seminar where the presenter introduced three critical questions tied to positive UX and product value. I became a believer on the spot, taking furious notes. I have insisted on asking these same questions of my clients for the last 26 years. Whether you’re building something from the ground up or redesigning an existing product, your marching orders are the same at this point:

image  You need to find out what’s worth doing.

image  You need to have a shared understanding of what you’re creating.

image You need to be absolutely sure everyone understands (and agrees on) what value it delivers.

One: What’s Worth Doing?

We’ve got a handle on what the business needs, along with an understanding of what users need. Now, from all of that we’ve researched, from all that we’ve heard from stakeholders and users, we want to determine:

image  What can be accomplished within the bounds of reality? What are we certain we can actually achieve, meaning both tasks and outcomes?

image  What’s worth the organization’s investment in the project? Will everything on our list result in value back to the organization?

image  What’s worth our time and investment in the project? Will the things we do deliver value to users and to the business, or are they band-aids on gaping wounds?

The answers to those questions are determined by figuring out what the tradeoffs are between the product’s importance and its feasibility/viability. This graph illustrates the relationship between the two.


On one axis you have importance. How important is the product as a whole — to the business, to users, to achieving the intended end goals? Individual features and functions, and the degrees to which they fulfill needs and deliver value, also have to be weighed and considered here.

The corresponding axis represents feasibility and viability. Here, we plot the answers to questions such as:

image  What can we reasonably accomplish with the budget and resources (read: people) we currently have available?

image  How much of the anticipated workload can we conceivably do in the time that we have allocated to us?

image  If we do get the work done and the product launches, how will we continue to maintain and improve it post-launch?

Anything that lands in the lower left section is out. As in immediately. If a proposed feature is of low importance and it’s highly unlikely that you can do it with the constraints that you have, then you do one of two things:

What’s inside?

Over 180 pages of no-nonsense, practical information to help you work smarter, this book also includes dozens of tips, case studies, examples and anecdotes…

A step-by-step roadmap for delivering great UX:

Purchase ebook now

What people are saying

Dr Don Norman

"A very practical guide to success in business."

Peter Morville

"Think First is a practical guide to UX that makes sense of strategy and structure. Highly recommended!"

Ilise Benun

"For designers and developers working on any interactive project, understanding strategy and user experience is an increasingly necessary skill. Joe Natoli’s Think First demy- stifies these foundational ideas and, like any good user experience, is written in a very conversational, easy to read style."

About the author

Joe Natoli

Joe coaches and trains UX designers & developers to help them improve their skills, deliver more value to their clients, increase their profit potential and accelerate their careers. He shares his experiences and lessons from 25 years of helping Fortune 100, 500 and startup organizations to deliver great UX and UI design that delivers measurable results.