Most products are tolerated,
not loved.

Design the moment,
not the screen.

• Cut every step that does not serve the job the user came to do.
• Make the primary action the loudest thing on the page. One clear next move.
• Design the empty, loading and error states, not just the happy path.

Loved products
feel obvious.

When the path disappears, people stop noticing the interface and start finishing the job. That is retention you do not have to buy.