Remember when the web was a collection of static websites, largely HTML, no CSS, and layout done with tables and frames? How about even farther back ' when your choice of mediums for design were print, film, industrial, and maybe even radio?

What about the aforementioned mediums is consistent? They were all linear. That meant we could think about things going from A-Z and stop there. Even when we got digital interfaces (enter HTML), we continued to think of interfaces as static screens for decades. It made things simple, and we put our focus into cutting the amounts of clicks on that trail to get people to the end faster. The data even seemed to prove it, with more clicks equaling 'bad' and less clicks equaling 'good.' This especially seemed to ring true in the eCommerce world where it's been accepted that the more hoops you make your user go through to buy something, the less sales you'll see. It was estimated that $4 trillion (Yes, that's trillion with a...