"Don't make me think" is only half of the story.

It's a #UX sin to assume that your app is the most important thing in your user's world, and add to their cognitive load unnecessarily. But sometimes the user *is* focused on your product. They don't want a low-touch, automagic experience. They want to be in control. Let them.

Don't *make* me think - but *let* me think.

This is part of why "reduce friction" is misleading. Friction is texture. Without it, there's nothing to grab on to

#UXDesign