(Book Review) Think First: My No-Nonsense Approach to Creating Successful Products, 1st Edition


Review Published: November 12th, 2016.

From UX Design teacher and practitioner, Joe Natoli, comes a comprehensive examination at the importance of UX strategy to project success, and how to begin to form that strategy.

From initial research involving stakeholder and user interviews, to prioritizing your product ideas, this book offers insight into a crucial area of user-experience design that is often tragically overlooked.


Rating description goes here.What does this mean?

(Great Content, Presentation is Clear)


Easy to Moderate (Mostly accessible, some sections are a bit unclear).


208 pages.

Where to Get It:

The Good

  • Strong focus on UX Strategy basics; Joe lays out very simply why UX strategy (based upon thorough research) is vitally important for project success and keeping costs down.
  • Step-by-step business objectives research templates; the book provides a general template for interviewing business stakeholders (B2B & B2C) and users so that you can determine how you can deliver value to both parties through a single product solution.
  • How to prioritize features & content; as UX research progresses the ideas often come thick and fast, and Joe illustrates a simple approach to focus on the things that matter and avoid "scope creep" that causes projects to drag on too long.

The Bad

  • Some sections could be a little clearer; while the content is very good, some of the text could be made bit more concise for greater clarity (i.e. the section on feature/content trade-offs).
  • Some minor gaps in editing create confusion; in a few places terms seem to make little sense until you realize that they're typos (this only happens twice by my count), but it could create moments of confusion for readers tackling the subject matter for the first time.
  • Missing UX research methods; while stakeholder and user interviewing techniques are well covered, there are substantial gaps in showing a complete UX research methodology.

The Bottom Line

  • A great entry-level resource for UX strategy; this book explains the virtues and pitfalls of UX strategy very well, and offers invaluable interview templates for reaching that strategy.
  • Additional resources for a complete UX strategy are needed; while stakeholder and user interviews are covered in detail, you'll need to reference other resources for a complete picture of UX research methods to build a comprehensive strategy (check out my review of "Just Enough Research" (Coming Soon!) for a more complete overview of UX research methods).
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