This product must be
a bestseller. Or else.
Badass: Making Users Awesome
The Challenge
Prologue
1 Think Badass
2 The User Journey
How does he do that?
Perfect every time.
They said it would be easy.
This can’t be right...
I never thought I’d
be able to do this.
It’s amazing.
What Experts Do
3 Science of Badass
4 Building Skills
5 Perceptual Exposure
Help Them Move Forward
6 Remove Blocks
7 Progress + Payoffs
Support Cognitive Resources
8 Design
9 Reduce Cognitive Leaks
10 Escape the Brain’s Spam Filter
Epilogue
Compelling Context
tool
A B
C
iPhoto
photo editing
photography
art
Photoshop
Adobe Lightroom
iPhoto
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