I'm searching for sources and further information on a particular concept in user experience design. It's not a particularly complicated concept, just that when designing user interfaces, you should both make it intuitive and simple for new users, but also provide way for users to become more efficient as they become more familiar with the application.

An example could be including a prominent button for a common action for new users, but also providing a keyboard shortcut / mnemonic for expert users. However, that's just an example, another example could be providing full functionality through a GUI, but allow expert users to script the same actions. The point is it's more difficult to learn, but it makes them more efficient.

I'm pretty sure there's a name for that which I can't recall, and I'm having trouble searching for sources and references on it.

Name of the concept of designing an interface to allow expert users to become more efficient?