The document outlines 11 laws for designing a great user experience. The laws include telling a story, focusing on key experiences, setting expectations, designing experiences rather than features, making strong and coherent choices, being obvious, adding positive experiences while removing negative ones, prioritizing engagement through beauty, including important details, and ensuring interactions are fast and fluid. The overall goal is to set expectations and deliver a better customer experience.
7. user experience design
design ux, isn’t about tools and processes.
design ux, is a mindset for create things with an
experience over peoples expectations
9. ux on consolidated design project like editorial or corporate website
consolidated design pattern and user behavior...
...but there is space for interpreting a superior UX