He helped invent the modern internet. He's horrified at what he sees in 2026. - Business Insider

What the report says

Business Insider profiles Steve Krug, the 77-year-old usability expert whose 2000 book "Don't Make Me Think" became a foundational text for web and product designers. The article, published July 29, 2026, frames Krug as an early advocate for websites that are easy to understand and navigate, while noting his deep discomfort with how today’s internet, especially social media, has developed.

According to Business Insider, Krug now sympathizes with people trying to add more barriers between themselves and digital platforms, including users of dumbphones, landlines and lockout apps. He argues that there is an important distinction between reducing needless obstacles in tasks people want or need to complete, such as paying bills or doing work, and designing products that keep users engaged for as long as possible for commercial gain.

The profile says "Don't Make Me Think" has sold more than 700,000 copies in 15 languages and remains influential among designers and technology executives. Krug rejects the idea that his usability philosophy is responsible for addictive social media design, saying good user-experience work should advocate for users rather than leave them worse off. He also suggests social platforms could be healthier with more friction, such as limits on follower counts and less algorithmic delivery of short-form video.

The piece matters because it captures a broader reassessment within tech culture: principles once celebrated for making the web simpler are now being questioned in an era of screen-time concerns, online dependency and AI-driven interfaces. Business Insider reports that Krug believes many ordinary online tasks remain unnecessarily difficult and could become harder as AI expands.