His mentor, Maya, walked over and dropped a slim, orange book on his desk: Don’t Make Me Think by Steve Krug.

"Read this," she said. "The user's brain is like a battery. Every time they have to wonder 'Can I click this?' or 'Where is the home button?', you’re draining that battery. By the time they find the milk, they’re too tired to buy it."

He chopped his "Welcome to the Future of Freshness" intro down to a simple search bar.

Steve smiled. That was the highest compliment he could ever receive.