But by focusing on these people, we’re making it easy on ourselves.

The wrong approach to removing features is getting rid of anything that’s difficult to build.

Removing options, content, and distractions lightens the load on users so they can focus on getting the job done.

Perceptual layers work well with colors, but the same trick can be used with shades of gray, size, or even shapes.

And because the red and green colors don’t work well for many color-blind people, they’re not a universal solution (real traffic lights use position as well as color as part of their signal).

Apple’s expert customers wanted a flying car. Apple’s mainstream customers just wanted an MP3 player that worked.

Stories manage to pack a lot of information into a few words.

Now prioritize those points: where can you have the most impact? What can you change easily?

Hiding anything means putting a barrier between the user and the feature,