E Argument for Minimal design, and a simpler, more friendly interface. On the other side it's a very smart way to guide your audience through your digital product while controlling the information overload. Great opportunity especially for on boarding. Theory progressive reduction Expand UI Skill level. Game mechanics; Used for "Weten waar je aan toe bent". Theory Best suited for complex apps Steep learning curve and clutter for advanced users. Short cuts (keyboard shortcuts, swipe) Often the butler concept surfaces Balance between features and control; not really minimalistic; but this is what users require. (Word toolbar) Argue that the interface should be static Instead of showing all the options and forcing the user to read the manual we always offer the next best action. a term coined by Allan Grinshtein Can also be used for on boarding? Learning what most Users do first and offer this more prominent. Norman said it earlier; get the basics right and improve slowly. (Go Slow) We do so by providing positive forces to get you into the right process, and when you’re an expert, we get out of your way. You never get a second chance for a first impression; that's why we need to make users fall in love with the product. It must draw the user in and empower him without overwhelming him. The onboarding process is very important; If we allow the user to to lose his motivation on the first encounter with the application, form of tool chances are we lose him forever. We often encounter splash screen explaining you everything about the application. But most people don;t want to read of do a test, they instantly want to start. Game designers understand this and often guide their audience through the features and control of the game while he's already playing it. Super Mario Bros example guiding the user through the first level https://www.youtube.com/watch?v=ZH2wGpEZVgE It's all about timing.