Book excerpt: The Practitioner's Guide to User Experience Design breaks down the essence of what it takes to meet a customer's needs -- and shows you how to apply these principles while working in tech. Sell a hamburger. Run an airline. Build a website. No matter how simple or complicated your business is, there's one thing that determines if it's a success or not: the customer. From finding your inspiration to creating prototypes, this book pulls from case studies, research, and personal experience to give you the tools and tactics you need to survive in the fast-paced world of UX design.