In the latest edition of this classic book, Cooper, Reimann and Cronin show us how to design effective digital interactions. Goal-directed design puts people (specifically the user) first. This approach is most concerned with satisfying people’s needs as they use the product in order to accomplish their goals. In contrast to Donald Norman’s activity-centered design, which addresses the “what” of users’ behaviors, goal-directed design asks “why.” After all, goals are what motivate people to perform activities in the first place. Designing with the user’s goals in mind will lead to a more intuitive interface and a better user experience.