"A comprehensive description of the cardinal elements of the UX design process providing the knowledge and tools necessary to become a UX designer." -- Andrea Picchi, Head of Design and Research, Kroo Bank "A must-read book for anyone looking to up-skill in UX, no matter your level." -- Tom Scott, CEO and founder, Verified "Inspiring and insightful. A definitive guide to understanding UX design." -- Nick Read, Product Leader "Adrian shares a wealth of practical insights through this engaging, thoughtful and easy-to-read book." -- Ersan Hakki, Group Head of Agile Delivery, ITV