Throughout the book, Cato offers diagrams, paradigms, and to-do lists, the first being his looping description of one's relation to the world: Awareness - Understanding - Action. His model for designing is Discover - Design - Use. Discovery includes the vision, exploration, "the 'Ah ha' moment." Design is where it is all born, and Use involves market testing and verification. These are just a few of the theoretical game plans he offers. Cato uses case studies to show how one can make user profiles contribute to the design process. It feels very similar to learning good marketing skills in business school.

The book also takes a careful look at visual techniques used on many sites today, breaking down what works and what doesn't, even proposing alternatives. For example, is the user confused over whether something is a button? Cato writes, "Make it buttony, and employ mouseovers to give confirmatory feedback," and "Go for creative ways of grabbing attention; they do not have to be large things."