Not long ago I read an article (probably on Smashing magazine or A List Apart, but possibly elsewhere) about gradually simplifying and changing the emphasis of a ui over time. e.g on a first visit the login button is big with explanatory text. After a few return visits, it shrinks to a smaller button with an icon and no text, leaving room for an 'advanced features' tab.
I'm really struggling to find the article again because I have no idea what this approach to design is generally called (I thought it was reactive, but Google doesn't seem to agree). Can anyone put a name to it? Even point me in the direction of the article/other articles that explore approaches to doing it.
PS - apologies for using this site as a surrogate Google, but I really have tried and tried to find this article