Hick’s Law states that the more options a user is presented with, the longer it will take them to make a decision.
Presenting fewer options to your users means that they will take less time to make a decision.
The K.I.S.S principle (keep it simple, stupid) mirrors Hick's Law.
Card-sorting can be used to identify categories, in order to refine Information Architecture.
Hick's Law is very powerful when considered whilst designing landing pages - a user has landed at your site, but what now? The longer it takes a user to make a decision on yout site, the more likely it is that they will bounce away.
Less is more
If you want to produce a frictionless journey, reduce the number of options you display to a user - limit options to what a user needs.
But don't be afraid of a little friction at times; slowing the user down can also be beneficial.