What it argues
Alan Cooper's About Face, first published in 1995 and revised through multiple editions, is the foundational text of interaction design as a professional discipline. Cooper invented the concept of user personas — hypothetical archetypes representing user needs and behaviors — and this book is where he first laid out the systematic design approach built around them. The book has been substantially updated in later editions (About Face 3 in 2007, About Face 4 in 2014, co-written with Robert Reimann, David Cronin, and Christopher Noessel), but the core intellectual contribution remains Cooper's original insistence that software should be designed for how people actually think, not for how engineers build systems.
The central argument is that most software fails not because it is technically deficient but because it is designed from the wrong starting point. When engineers design software, they naturally organize it around the underlying data model, the implementation architecture, or the history of how the system was built. Users don't know or care about any of those things: they have mental models built from the tasks they're trying to accomplish and the physical and conceptual metaphors that feel natural to them. The gap between these two frames — the implementation model and the mental model — is the source of most software confusion, frustration, and error.
What it gets right
- 1.
Most software fails because it is designed from the implementation model — the way engineers build systems — rather than the mental model of users who think in terms of goals and tasks.
- 2.
Personas are hypothetical user archetypes defined by goals and behaviors, not demographics. They give design teams a specific, consistent target rather than an abstract 'user' that everyone interprets differently.
- 3.
Goal-Directed Design starts with user research, not requirements: the question is not 'what does the system need to do?' but 'what are users trying to accomplish, and how do they think about it?'
What it covers
Who wrote it
Alan Cooper is an American software designer, programmer, and author known as the father of Visual Basic and the creator of the user persona methodology. He founded Cooper, an interaction design consultancy in San Francisco, in 1992. About Face, first published in 1995, established interaction design as a named professional discipline. His other books include The Inmates Are Running the Asylum (1999), a critique of technology designed without regard for users. Cooper has been a significant voice in making the case that design, not engineering, should lead software product development.