He chopped his "Welcome to the Future of Freshness" intro down to a simple search bar.
A week later, they ran a user test. A grandmother, who usually struggled with tech, tapped through the app in seconds.
He made the "Checkout" button large, green, and exactly where a thumb expects it to be.
Steve stayed late that night, devouring the chapters. He realized he had violated the "Krug’s First Law of Usability." He had built a puzzle, not a tool.