• You have to stop designing to educate or to impress, and you have to start designing for trust.
  • What are your empty driver's seats in your user journeys? What are moments where users might be waiting for a signal of intent? What are the orange cones that tell them, “You've got this”? And in what ways can you speak in the musical key of E?
  • In the end, what matters is reducing cognitive load and decision fatigue so the experience can blend naturally into someone's life.