Design for How People Think: Using Brain Science to Build Better Products: John Whalen [Book Review]

This book provides a useful and practical framework for professional user-experience (UX) teams and students who need to understand how consumers think. It has achieved its purpose in the following ways: educating designers about the Six Minds of Experience Framework; showing researchers how to uncover new insights from customers; and demonstrating how to use the Six Minds of Experience framework to enhance the design for products and services. This book sets itself apart from the other technical communication books that discuss understanding audience experience because the author suggests that UX is multidimensional and multisensory, and that looking at more than one cognitive process will unwrap many more facets of the consumer’s thoughts behind the experience. The book concludes by leaving designers with a thought for the future. The author briefly discusses the history of artificial intelligence (AI) and its current evolutionary stage as Siri, Amazon Alexa, Google Assistant, etc. He argues that Six Minds can be a framework to explore how machine learning and AI can support humans by augmenting their cognitive abilities. Whether in the workplace or the classroom, this short book will supplement UX designers and technical communication students in exploring what it means to truly know the target audience.