Our brains are sophisticated machines. They're capable of processing complex patterns, and they regulate every aspect of our very existence. Even though we have intricate minds, we don't want to think too hard-or too much-if we don't have to. If there are several ways to do something, we choose the course of action that's the least cognitively demanding. And this is often done without conscious thought. Think about it: The experiences that we perceive as seamless-those that are easy to use and don't require unnecessary thought-are often touted in the UX world a the pinnacle of great user experience. It's no surprise that Steve Krug's famous book on web usability called, Don't Make Me Think has become the mantra for UX (and a must-have for any UXer's bookshelf).