Luke Wroblewski

Web Form Design is about the least glamorous object on any website and is among the handful of design books that argue from usability testing and eye-tracking data instead of from taste: where a label belongs, why a second column costs completions, what an error message should actually say. Wroblewski went on to write Mobile First and handed the industry that phrase, the argument being that designing for the small screen forces the hard decisions early instead of late. He founded two companies, sold both, and works on product at Google.