We’re drowning in products nobody wants, built by people who never asked if they should.

Every day, thousands of new apps, websites, and digital products launch. Most will be forgotten within six months—not because they don’t work, but because nobody needed them in the first place.

Introducing...

A practical guide to building digital products that solve real problems instead of adding to the noise. Based on 25+ years of experience consulting for companies like IKEA, Herman Miller, Loom, Google, and Spotify, this book covers everything from user research and stakeholder communication to design systems and team leadership.

Learn how to focus on what users actually need, communicate design decisions effectively, and build products people genuinely want to use.

This book cuts through the noise

Most design books talk in circles about theory and best practices. This one addresses the work as it is: messy trade-offs, pressure to ship, the challenge of balancing business goals with real user needs.

You’ll learn:

• ✓Why “everyone is a designer” and how to leverage diverse perspectives in your team
• ✓The complete product design process that works in the real world, not just in case studies
• ✓How to communicate design decisions and influence stakeholders who “prefer the other option because it looks more modern”
• ✓Practical frameworks for user research that reveal what people actually need (not what they say they want)
• ✓How to design for anyone without falling into the “design for everyone” trap This isn’t another book about making things pretty.

It’s about understanding humans well enough to build products people actually want.

Everything in the book

Part 1: Understanding product design

• What product design actually means
• Why everyone makes design decisions
• Product design as a problem solver
• Beyond the screen

Part 2: Building your practice

• The reality of product design work
• Being the only designer
• Leading without losing your craft
• User research and stakeholder interviews
• Creating a UX strategy

Part 3: The craft

• The product design process
• Design principles
• Creating meaningful design systems

Part 4: Communication & influence

• Why designers need to write
• Using writing to think through problems
• How to sell design
• Why designers need to speak business

Part 5: Designing for humans

• Building emotional relationships with users
• Designing for anyone
• Going beyond good enough

What readers say about the book

“This book captures what most product design resources miss: the human relationships that make or break building great products.”

This book captures what most product design resources miss: the human relationships that make or break building great products.

Anton’s practical approach to everything from user research to internal communication reads like advice from a trusted mentor. I wish I’d had this book earlier in my career.

“If you’re tired of design books that talk in circles, this one actually addresses the work as it is.”

Products People Actually Want is the rare design book that cuts through the noise and gets to the heart of what matters: designing for real people.

Anton Sten is direct about the realities of product design: the messy trade-offs, the pressure to ship, the challenge of balancing business goals with actual user needs.

There’s a practical honesty here, especially in the way the book calls out feature bloat and the tendency to confuse activity with progress. If you’re tired of design books that talk in circles, this one actually addresses the work as it is.

“Anton’s nailed it — this is the guide every Product Designer wishes they had.”

Anton’s nailed it — this is the guide every Product Designer wishes they had. It’s practical, super relevant for 2025 and honestly the stuff UX schools should have been teaching us all along!

“A design mentor in book-form”

What I like about this book is that it’s an easy read that talks about design in a holistic way.

It’s a book I wish I read at the beginning of my career, because it really shows the many facets that make up design and underlines it with personal stories, concrete examples and practical tips.

Now reading this book further into my career it still is insightful - but also just very relatable and reassuring. Truly a design mentor in book-form.

“This book is sharp, grounded, and unflinching - a reminder that success isn’t about features, it’s about outcomes that matter.”

Most design books are written from the sidelines. This one is written from the arena. Anton’s Products People Actually Want is built on hard-won lessons from real projects where the stakes were high and the consequences of getting it wrong were huge.

What makes this book stand out is its honesty. It doesn’t dress design up in theory or shiny frameworks. It lays bare the real, messy, human work of building products people care about. I’ve worked with Anton on high-stakes projects for major brands, and I’ve seen firsthand how he moves seamlessly from detail to strategy without ever losing sight of the human at the center.

This book is sharp, grounded, and unflinching - a reminder that success isn’t about features, it’s about outcomes that matter. Every designer, PM, and founder who reads it will come away changed.

Ready to build products people actually want?

I’m not here to oversell you or make you second-guess with a dozen different options and add-ons. There are just two choices: the book ($29), or the book plus access to an AMA session ($99). The sessions are limited to 10 people each.

Book only

$29

✓ Book in PDF and ePubformat

✓ Access to Slack community

Get book only

Book + AMA Session

$99

✓ Book in PDF and ePub format

✓ Access to Slack community

✓ Exclusive AMA session with Anton

✓ Limited to 10 people per session

Get book + AMA

About me

I’ve spent the past 25+ years designing and consulting for companies like IKEA, Herman Miller, Loom, Google, and Spotify. Right now, I’m Head of Design at Summer Health.

Along the way, my writing has found its way into the design community, and I’ve had the chance to speak at conferences and design schools around the world.

I’m based in Sweden, where I split my time between building products that matter, writing about design, and taking long walks with my wife and our dog, Taylor.

See what the book is about

No catch. Just good content (chapters 1 and 4) to help you build better products.