Giving guidance through anticipation design

This design approach focuses on guiding the user through the user journey by eliminating as many steps as possible, and by utilizing business logic together with the user's past behavior on the website. Cognitive load is a psychological term used to describe the amount of mental effort it takes a person to perform a specific task. If a website's functionality and UI design does not reduce the cognitive load then UX has failed in creating a light and enjoyable user experience for the user.
The autosuggest functionality when doing a search uses business logic to serve the user with available options within the relevant context, and also uses previous searches to create a prediction of potential searches the user might include in the future. Geolocation is a feature to track the user's location through an IP address or GPS on a mobile device and serve the user with relevant content based on their location, such as suggesting nearby restaurants, events, or music festivals.