Technology changes overnight and with these swift advancements comes a plethora of new, useful features. Now your phone can listen to your conversations and remind you about things you mentioned. Your refrigerator can tell you that you’re out of milk. When we go to buy something, we focus on features rather than usability. When I purchased my last smart phone, I bought the one the salesman showed me that had all the neat “tricks.” I didn’t consider how I use my phone (calls, internet, work email, social media, blogging, photography). Instead, I decided it was really important to have a phone that could call someone if I yelled at it and could share a contact by bumping it against another phone (though I have never used either feature). And now my phone is barely hanging on and I wonder if it is because it’s imploding itself on all its cool features. It has so much going on, it’s dying! This phenomenon is called “Feature Fatigue.” It was defined in a 2005 study by the following statement: “Because consumers give more weight to capability and less weight to usability before use than after use, they tend to choose overly complex products that do not maximize their satisfaction when they use them.”