Errata

p.30 "Nobel" is the prize (not "Noble")

p.33 You don't need the commas before the parentheses in the last paragraph. [i.e., "When they succeed, you're sad (loss). If they change their mind, you're happy (gain)."]

p.34 "In my book [no comma] The Composite Persuasion, I outline ..." (the commas shouldn't be there around the book title because you have more than one book, so it's "essential";

p.65 The second full sentence of the page reads "They ider themselves thought-leaders..." and I assume that second word should be "consider."

p.96 In the main header after the colon ("our own, and the users"), the use is possessive case (i.e. our own goals and the users' goals), so there should be an apostrophe after "users." Also, you don't need that comma there after "own," since it's a list of two things. You wouldn't say "I'm going to the store for chips, and dips."

p.96 Bottom-left paragraph should read: "A UX designer knows how something works, i.e., the behavior of the users." You don't need the dash or the capital "The." [Myself, I don't like the comma following "i.e."; but that's what sage internet said to do. If it helps: i.e. = id est = that is; e.g. = exempli gratia = for example.]

p.96 Last sentence of second paragraph of second column: the period goes inside the parentheses as the whole sentence (ending in "Lesson 24") is contained in the parentheses.

p.102 The last sentence of the first paragraph is missing a word: "If you want to __ that, too, ..." I think "do" got left out.

p.116 The subheading reads "One important visual design principles involves ...", which makes me think that "principles" should be singular.

p.123 In the subheading, a zero jumped into your "motion" (making "moti0on," which you should probably copyright or trademark before someone else sees it and jumps on it)

p.150 Second paragraph in the first column reads "... then you might design a small phone-sized verison ..." which should be "version."

p.195 "Data" is a plural word (from "datum," neuter-gender past participle of the Latin word for "give," meaning a "thing given"). So in the first full paragraph in the top-left, it should be "But once the data speak [no "s"], the data have [not "has"] spoken."

p.221 You don't need the comma after "But" in the subheading.

"Hermoine" s/b "Hermione"

Where it says "requires less clicks," it should say "requires fewer clicks."

In the following sentence, "choses" s/b "chooses": "What if someone choses a period as a title?"

In following sentence, "user's" s/b "users": "If user's don't know what is down there..."

"Colour" s/b "color" (it was "color" elsewhere in the book)

"week days" s/b "weekdays"

There is a sentence fragment: "For example, if your site has an average Time per Visit of three seconds."

Note from the Author or Editor:
"For example, suppose that your site has..."

"reducing the amount of options" s/b "reducing the number of options"