Donвђ™t Make Me Think, Revisited: A Common Sense ... -

He chopped his "Welcome to the Future of Freshness" intro down to a simple search bar.

"Read this," she said. "The user's brain is like a battery. Every time they have to wonder 'Can I click this?' or 'Where is the home button?', you’re draining that battery. By the time they find the milk, they’re too tired to buy it." Don’t Make Me Think, Revisited: A Common Sense ...

He made the "Checkout" button large, green, and exactly where a thumb expects it to be. He chopped his "Welcome to the Future of

Steve was a brilliant software engineer, but his latest project—a grocery delivery app—was a labyrinth of "innovation." To find a carton of milk, a user had to navigate through three animated splash screens and a categorized "lifestyle" menu. Steve called it "immersive." Every time they have to wonder 'Can I click this

Steve smiled. That was the highest compliment he could ever receive.

The next morning, Steve started "Revisiting" his design with a common-sense lens: