Hick's Law states that the time required to make a decision increases with the number of options. Cognitive load accumulates and produces decision fatigue. The paradox of choice: too many options generates decision anxiety.

Amazon can afford a high density of information because its users arrive with a precise purchase intent. Luxury works the other way around: it's the brand that must create desire, then guide the customer toward the decision.

Recognized with over 200 awards, the Paris-based agency Bonhomme applies Conversion Path Design a method that identifies the most direct path to the desired action.
1. Identifying the critical path. The shortest path in clicks, steps and cognitive effort.
2. Removing friction. Every element that doesn't help the user move forward is removed.
3. Implicit guidance. The interface naturally directs the user toward the desired action.

The TAG Heuer e-commerce site: drawing on its expertise in web design, the Bonhomme agency chose timeless codes enabling frictionless, intuitive navigation. +400% conversion rate.

The Festival de Cannes: rigorous information architecture for 50 articles published per day over ten days. Vinca V. E.: "When you arrive at the office to update the Home page, the day starts off well."

• Adding features to showcase the richness of the offering.
• Neglecting information architecture.
• Optimizing page by page without considering the overall journey.
• Confusing information with conversion.

Simplicity is not the opposite of ambition, it is its condition.

"The best interface is the one the user doesn't notice."
— Emmanuel Cruellas, co-founder & design director

"Simplifying a journey is no less work than enriching it."
— Morgane Urbain, co-founder & creative director