I can't tell you the number of times I've gone to purchase a product online and bailed when asked to create an account. This is basically the story's point. KIS

I can't tell you the number of times I've gone to purchase a product online and bailed when asked to create an account. This is basically the story's point. KISS in action. Maybe more: get out of my way. I was working with a travel sales' company recently and noticed that they had a dropdown in their product search that had two entries, neither of which was clear what they did, although each produced different results. There was much wringing of hands when I proposed removing it, and simply providing the consolidated search results. They agreed to give it a try "for a few days", and the techs predicted a "collapse of the system" (which it was easy to check wouldn't be the case). Sales doubled in one week. This change was nothing to do with why I working with the client.