Anticipate.

Mint.com’s header changes based on whether or not anyone has logged in from that computer before.1

On your first visit to the website, no login form is shown (but there is a prominent button labeled “Log in.”)

Mint.com, with no login form.

On return visits, you’ll be greeted with a login form, saving you a step.

Mint.com, with a login form.

I love this solution. It’s optimal in a way most users will never notice. (Note nothing is even rearranged, so muscle memory is preserved, even if the relevant cookie is missing.) It reduces both clicks & clutter, in different situations — without taking away any functionality whatsoever.

In what other cases can we anticipate user actions and optimize accordingly?


  1. Technically, they approximate this with cookies, any web developer would expect. ↩︎


February 4th, 2012
Alan Hogan (@alanhogan).  Contact · About