“Most business models have focused on self interest instead of user experience.”— Tim Cook
Users, including yourself, are generally lazy and impatient. We don’t like to wait for pages to load, hate long sign-up flows, and despise the idea of a shipping window that exceeds seven days. Our attention is currency, and companies are doing everything they can to keep us coming back to their products. Every point of frustration, every ounce of friction, and every moment that makes you say “I must be dumb…I can’t figure this out” is all contributing to the user experience of the product ...
