The hamburger menu is synonymous with mobile web design. But why? It’s derided as much as celebrated. And for all its convenience, the move to abandon it is gathering pace.

Ironically, Facebook — the pioneer credited with birthing the hamburger revolution in 2008 — has also led the revolt against it after tests showed exposed navigation encouraged deeper engagement.

And Spotify — an app built around discoverability rather than findability, reportedly experienced a 30% increase in menu engagement when it adopted a tab-based system. Yep.

As another strong critic of the hamburger device, I’m pleased to have the opportunity to share results from my latest research that suggest Facebook, Spotify and I might be right.