Customer Experience Rule: Stop Adding, Start Removing

Removing friction often matters more than adding features. Users get frustrated by anything that slows them down or makes a process complicated.

Your authentication page doesn’t need:

• Email login

• Sign-up form

• OTP

Something as simple as “Login with Google” makes a huge difference. It reduces mental load, gets people in faster, and improves conversion.

Bottom line: in UX, less is usually more.