A field guide to UX & brand · Early 2027

The First
Domino.

A short, visual book about designing for attention in the age of AI.

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By Aaron Phelps · Designer & builder

The first domino

Brand is what they feel. UX is what they do.

The first ninety seconds is where the two meet.

Tip the first one well and the rest fall in order.

What are you asking people to spend their time on?
And what do they get in return?

Inside the book

Three ideas to start with.

01
Attention is a budget, not a resource.

Persuasive patterns work. That is exactly the problem. When attention is spent, it doesn’t come back.
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02
The ninety-second brain.

What first-impression research actually shows, and what it doesn’t. The window is short. Use it for one clear thing.
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03
Friction, chosen.

When slowing someone down is the honest move. Some of the best design decisions add a step on purpose.
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First chapter · Early 2027

The first chapter goes out to a short list when it’s ready. Ask, and you’re on it.

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