Have you ever given up on using a website because it takes too much brainpower to figure it out? Or even find what it’s for? This happened to me last time I flew and tried to check in online. The problem: if I did give up, I wouldn’t have been able to get on the airplane. So I grumbled through the process and finally figured it out. Why was it so bad? Their user experience was poor and I couldn’t figure out what steps I needed to take -- the extraneous cognitive load was too much.