Utility tokens are fungible tokens that unlock functionality in a smart contract or off-chain system (like a Discord community). Utility tokens are difficult to enforce off-chain, so they tend to be most valuable when their functionality is enforced purely on-chain, through smart contracts.
#6: Recognition rather than recall Minimize the user's memory load by making elements, actions, and options visible. The user should not have to remember information from one part of the interface to another.
As one brand leaves its curiosity gap open for a particular consumer, another comparable brand is able to swoop in and fill the gap quickly thus acquiring the customer away from their competition. Over long periods this dissonance and operational thrash fracture both the customers’ contract and affinity with the brand.