There are two primary components to "effort" when it comes to UConn WBB players. For the most part, Geno's mantra that, "WE DON'T TEACH EFFORT HERE." is accurate for the vast majority of players who come to UConn, when it pertains to working hard in practice, running the court and giving 100% physically.
But there is a second type of effort required to play basketball at the highest level that requires intense mental focus on execution at all times. So basically, when a player is on the court, they are not running around furiously like a chicken with their head cut off. On offense, movement has to have a purpose, i.e. setting good screens or making sharp cuts to the basket. On defense, getting into a good defensive stance, calling out screens, switching and so on. Geno wants to see this type of focused effort 100% of the time. Mental mistakes drive him crazy, which is why Geno is demanding when it comes to his players.
One good example comes to mind. From the moment she arrived at Storrs, Aubrey gave 100% effort, physically. But for several years her movement, particularly on offense, lacked a clear purpose. In the last few years, Aubrey has become extremely effective in screening, cutting to the basket and crashing the boards. While she is not a great shooter, the UConn offense is no longer limited to playing 4 on 5 when Aubrey is on the court.
Geno's greatest strength as a coach is to get all of his players who remain in Storrs for 4 years to buy into the 100% mental focus required to win championships. For Jana, KK, Ashlynn, Quadence and other Huskies, that ability to focus is a work in progress that requires their relentless pursuit.