Chapter 7. Carrots, Not Sticks

It may sound obvious, but it’s essential that we, as designers, respect the people who use our products. If you’re not solidly on their side, you’re designing wrong and doing wrong by them. You might say that this shouldn’t have to be said. But unless your design choices reward people for using your product in the way you intended—and in a way that benefits them—you are not their true advocate. In fact, you might be punishing them, which is unlikely to make them love your product.

As you’ve learned, designing products for the Web is very much about designing the experience. Our design decisions shape how users behave, how they go from inaction to action. Their perceptions, emotional responses, and decisions are ...

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