Normal UI

I’ve watched thousands of developers build beautiful apps that users can’t figure out how to use.

The code is elegant. The components are pristine. The design looks incredible. But users click the wrong buttons, miss critical actions, and abandon tasks in frustration. I’ve seen it happen over and over in 25 years of running usability tests.

Here’s what nobody tells you: using a premium component library doesn’t guarantee usability. AI can generate stunning interfaces in seconds, but it doesn’t understand when a dangerous workflow needs multiple confirmation steps. Visual polish means nothing if users can’t complete their goals.

A Framework That Actually Works

After two decades as both a developer and UX researcher, facilitating thousands of usability tests, I’ve distilled everything I’ve learned into Normal UI, a practical system that makes usability decisions learnable and repeatable.

The core idea is something you already understand: normalization. Just like database normalization, you can normalize or denormalize user workflows. Spread tasks across focused screens to reduce cognitive load, or consolidate them for efficiency with familiar actions. The magic happens when you know which approach to use when.

You don’t need design expertise. If you can draw boxes, circles, and triangles, you can sketch workflows that lead to dramatically better user experiences. These simple diagrams translate directly into clearer architecture, better accessibility, and interfaces that actually make sense to real people.

Built for the AI Era

This framework is deliberately AI-teachable. Instead of asking an LLM for “a checkout flow” and hoping for the best, you can specify “a normalized dangerous workflow with confirmation states” and get consistent, usable results. You give AI the same terminology your team uses, and it generates interfaces that won’t frustrate your users.

AI is incredibly fast at generating functional code. Normal UI ensures that speed doesn’t come at the cost of usability.

What You’ll Learn

The book gives you the complete framework: when to normalize versus denormalize, how to identify dangerous workflows that need guardrails, concrete rules for common interface patterns, and how to draw workflow diagrams that improve communication across your entire team.

The video series takes you deeper. I walk through real-world examples, demonstrate AI prompting techniques using Normal UI concepts, and show you exactly how these principles translate into better code architecture and component structure. You get exclusive AI prompts designed to generate usable interfaces, plus access to a private forum where you can ask questions directly.

The Results Are Proven

Every concept in Normal UI comes from actual usability testing, not theory. I’ve watched real users interact with hundreds of different workflow designs. I know what works because I’ve seen what fails.

This isn’t a 400-page academic text. It’s designed to be read quickly and implemented immediately. You’ll start making better usability decisions the same day you finish reading.

Your apps can look gorgeous and still fail if users can’t figure them out. Or you can learn a proven framework that consistently delivers software people actually enjoy using.

The framework is here. The choice is yours.