19. Nothing is simple

“SIMPLE” IS A DEFINITION that doesn’t allow for methodical work.

That is, what is a “simple” product?

It’s a subjective attribute. Everyone has their own definition of what “simple” is.

Customers demand, “I want a simple product. Two clicks, one screen, and that’s it.”

The same goes for “user-friendly” or “intuitive.”

It’s common to see that, during the design process, in an effort to “simplify” the product, components are removed, steps are compressed, elements are omitted, and context is avoided.

By taking this path, elements often necessary for users to understand the proposed flow are frequently cut out.

Moreover, expectations are skewed when focusing on the product’s form rather than the function it should serve.

Instead of seeking “simplicity” by preventing the addition of elements to a product, we should first aim for user effectiveness and efficiency. Only after achieving maximum effectiveness and efficiency for our users, are we authorized to start simplifying:

• Eliminating redundant elements
• Reducing unnecessary steps
• Removing valueless features

Simplification isn’t possible without validating that the user can accomplish what they need to.

“Simplicity is complexity resolved.”

Constantin Brâncuși

Ultimate simplicity is not reached by evading complexity, but by resolving it.

The complexity we resolve is a measure of the value we bring to our users.

A good product is one that simplifies the complex, not one that complicates the simple.

In essence, complexity is an opportunity to add value, not something to be avoided. The key is to resolve it.