The article doesn’t mention that as a startup it makes sense to minimize novel, homegrown UI as much as possible. Unless, of course, that’s central to your product or is the product. In Pony [0]—an email service that delivers once a day—for example, I tried making the UI as familiar as possible, perhaps at risk of not making it exciting enough.<p>I forget who said it—maybe it was the Eameses, maybe it was the Modernist movement in general—but the best UI is invisible and stays out of the users’ way while enabling them to accomplish what they want. I believe this to be true. The best way to do this usually is to provide a familiar, non novel UI.<p>So yeah, you need to make sure your flows make sense, etc, but if you’re having “eureka” moments when developing UI, maybe your users will have to do the same thing just to use it.<p>[0]: <a href="https://www.pony.gg" rel="nofollow">https://www.pony.gg</a>