Joe Leech

UX & Product Strategy Consultant

10.05 - 10.40

UX, Psychology and the Power of 100

What do a overnight 40% drop in road accidents, a night in on the sofa watching TV and a good night’s sleep have to do with digital product design?

Humans only have limited mental capacity and no-one is ever operating at 100%.

We are all influenced by the world around us and by how our minds work. As designers we need to be able to understand this and design for it.

The power of 100 is a powerful way to understand the modern world we are designing for. How your website or app will be used in real life and to design for how people live their lives today.

Combining psychology theory, the latest in UX techniques the power of 100 is a modern design framework that matches the modern complex world we and our users live in.

After all a designer who doesn’t understand psychology is going to be no more successful than an architect who doesn’t understand physics.

About Joe Leech

Joe Leech, or Joe to his friends, is the author of the book Psychology of Designers (

A recovering neuroscientist, then a spell as a elementary school teacher, Joe started his UX career 13 years ago and has worked with organisations like MoMa, Raspberry Pi, Disney, eBay and Marriott.

Joe is also Series Editor of Aspects of UX, a series of books on UX from