100 years of research in the palm of your hand

A deck of cards used by leading companies to improve designs, fast

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TENETS describe attributes of good user interface design…

TRAPS describe common, detectable problems that degrade good design…

…eliminate traps and the customer experience improves!


More than 100 years of user interface research on human perception, cognition, memory, and ergonomics synthesized into an accessible and actionable deck of cards that teams can use to detect and resolve potentially costly UI problems early in development.


Developed and applied at Microsoft where it won the 2013 Microsoft Engineering Excellence Award. Now available to the public for the first time.

Featured talk at the 2014 Microsoft Build conference.

Used by the world’s most respected brands