Every flow progressively reduces options until the right choice becomes obvious. Never present full complexity upfront — reveal it through interaction.
Grounded in Hick's Law -- decision time increases logarithmically with the number of choices
Litmus Test: Does each step in the flow reduce what the user needs to consider?
2. Preserved Agency, Guide, never trap."
Recommendations accelerate decisions, but the user always controls the final choice. Every guided path must have an exit. Every default must be overridable.
Grounded in Autonomy principle (self-determination theory); Postel's Law — be liberal in what you accept, conservative in what you output
Litmus Test: If the system recommends X, can the user easily choose Y instead? Is "undo" always available for consequential actions?
3. Earned Aesthetic
Every visual detail should feel intentional. Beauty emerges from clarity, not decoration. If an element doesn't aid comprehension, remove it.
Grounded in Aesthetic-Usability Effect — users perceive beautiful interfaces as more usable and are more forgiving of minor issues
Litmus Test: Remove a visual element. Did you lose meaning or function? If not, it shouldn't have been there.