Developing software that exhibits flexibility of choice to the end user is considered best-practice: we’ll make it configurable, and let the user decide. Right? Wrong. In an era where Experiences are coveted more highly than Products, and users are overloaded with choice and burnt-out from decision fatigue, the worst possible coding choice that you can make is to gift the user with options. In this example-packed presentation, we show how limiting choice and reducing features can add value to your next app.