Gumping it down is a reference to Forest Gump. Make whatever you say simple so even Forest Gump can understand it. I look around and see many examples of how people/businesses can gump things down. Whether it is be a one click order system instead of 5 steps to finally enter your shipping address/credit card information. A lot of times I don’t know if there even is a cart/checkout at the end. A good example of a company not doing this is Vistaprint.com which sends you through a series of “other offers” before getting to your cart. An offline example is of a stop sign being placed when you are coming off an exit on the highway. Is that exit sign for the cars coming off the highway or the street that is going along the highway? The answer is the stop sign is for the cars on the street along the highway. However if someone didn’t know that it would result in an accident. Simply placing an arrow below the stop sign to signal it is the street cars that need to stop instead of the ramp cars it would be easier to understand.
Gump it down by possibly using a arrow with a stop sign.
