# Design for How People Think: Using Brain Science to Build Better Products

Using Brain Science Build Better: Design for How People Think is a practical guide by John Whalen for product teams seeking to understand customers’ cognitive processes and use that insight in product and service design. It focuses on contextual interviews and a six-minds framework, rather than presenting itself as an academic text.

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- Rating: 4.5 / 5
- Reviews: 187

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## At a glance

- Introduces six cognitive processes as a way to examine how people experience products and services.
- Explains contextual interviews as a method teams can use to uncover customer insights.
- Aims to help readers apply those insights to product and service design without specialized psychology training.
- The publisher describes it as practical and hands-on rather than academic.

## Pros

- Connects customer research with concrete product and service design decisions.
- The contextual-interview approach is presented as usable by multidisciplinary product teams, not only research specialists.

## Specifications

### Publication details
- Publisher: O'Reilly Media
- Publication date: May 14 2019
- Edition: 1st
- Language: English
- Print length: 236 pages
- ISBN-10: 1491985453
- ISBN-13: 978-1491985458
### Dimensions and installation
- Weight listed: 1.05 kg
- Dimensions: 15.24 x 1.27 x 22.86 cm

## A good fit for

- Product owners, product managers and designers seeking a practical framework for customer-centred design.
- UX professionals, developers, marketers and strategists interested in contextual interviews and cognitive processes.

## Less suited to

- Readers looking specifically for an academic psychology textbook or a technical neuroscience reference.

## Customer feedback

Aggregate customer ratings lean positive, with most in the top two star categories, while a smaller share falls in the middle and lower categories. Without written feedback, those ratings cannot show what readers praised or criticized. The book’s practical focus on contextual interviews and product design may suit readers looking for applied guidance, but the ratings alone do not establish how useful that approach is for a particular team.

## Frequently asked questions

### What is Design for How People Think about?
It presents a practical approach to understanding customer experience through cognitive processes, contextual interviews and applying findings to product or service design.
### Who is the book intended for?
The listing names product owners, product managers, designers, UX professionals and developers, and also discusses corporate leaders, marketers and strategists.
### Is this an academic psychology book?
The publisher describes it as a practical, hands-on book rather than an academic one. It says readers do not need specialized psychology training to use the approach.

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## Add-ons

- [Articulating Design Decisions: Communicate with Stakeholders, Keep Your Sanity, and Deliver the Best User Experience](https://loonieperks.com/visit/design-for-how-people-think-brain-science-product-design-book)

## Images

![Design for How People Think: Using Brain Science to Build Better Products — 1](https://loonieperks.com/i/DTgIIf2aGH04R9Sq4dAS9cIzxe_RAxeIyViGfmq4LCFdoDJ9K9tDDgy-m8M2wbSQfJova9OC1Xi2qpkuPfZUK7_wgSYqW-fzM6GlWYBcr3LlDQpnzfTo.jpg)