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

Steve stayed late that night, devouring the chapters. He realized he had violated the "Krug’s First Law of Usability." He had built a puzzle, not a tool.

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."

"That was easy," she shrugged. "I didn't even have to think about it."

"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."