11 Out of 12 Users Could Not Find the Settings Page

I ran a simple test. Gave twelve people a task. Change your email preferences. Gave them the product and watched.

Eleven of them could not find the settings page. It was in the top right corner, behind a gear icon, exactly where every other app puts it.

I had assumed it was obvious because I knew where it was. They had assumed it was somewhere else because the gear icon looked like something for advanced users.

The fix took ten minutes. A label next to the icon. "Settings." Obvious to me now. Invisible to me before.

What's the thing in your product that's obvious to you and invisible to everyone else?