[blunte]

Don't make customer hunt for anything on your website.

Prioritize features (ideally based on studying user behavior), and make those features present and accessible. Hide the rest, if necessary, behind some menu system or toggle.

The minimalism trend (perhaps a reaction to the early amazingly busy Amazon UI?) has gone too far. One great (bad) example of this is Parabol.co. We use it at my company, and it provides just the right set of features we need. But for providing a relatively small feature set, it seems to go out of its way to make it difficult to know how to use those features. I only mention them because they are a good example of this, but there are countless other services that have user hostile (or frustrating) interfaces.