Simplicity is ‘serving users what they need, when they need it in the most straightforward way possible’, this is what we aim for.
Why you should keep things simple?
Today, users have a much shorter attention span.
We live in a world of instant gratification, we want things now and resent things that slow us down. Etsy did an experiment – they added 160kb of hidden images to their mobile page to slow it right down. They saw a 12% increase in bounce rate. This means designs need to be as intuitive as possible, so users don’t feel overloaded and also so the page loads quickly.
Simple is more convenient for the user
We believe, products that are as simple as possible will have a competitive advantage as users can dip in and out of them. This is our mantra.
An example of this is Uber who have kept a simple design, not bothered to wow the users but have captured them in droves due to simplifying what can be a drawn-out process. In the past, when people had to hail/order a taxi, make sure they had cash on them, hope that the driver had GPS and then sit and wait for their change at the end of the ride. This process has now been entirely automated which is far more convenient for everyone involved.