Flag

We stand with Ukraine and our team members from Ukraine. Here are ways you can help

Get exclusive access to thought-provoking articles, bonus podcast content, and cutting-edge whitepapers. Become a member of the UX Magazine community today!

Home ›› Business Value and ROI ›› 6 Key Questions to Guide International UX Research ›› Simplicity: The next design battleground

Simplicity: The next design battleground

by Scott McDonald
3 min read
Share this post on
Tweet
Share
Post
Share
Email
Print

Save

Four ways to keep your designs simple in the hyper-competitive mobile age.

Consumers crave it.

The most successful brands have it.

You probably need more of it.

We’re talking about simplicity in your online customer experiences.

Always a virtue, simplicity is fast becoming a necessity in our increasingly mobile, multi-screen, and distracted world.

Consumers crave it.

The most successful brands have it.

You probably need more of it.

We’re talking about simplicity in your online customer experiences.

Always a virtue, simplicity is fast becoming a necessity in our increasingly mobile, multi-screen, and distracted world.

Let’s take a look at the numbers:

  • Tablet PCs will outsell desktop PCs next year and laptop PCs by 2016 [Source: Microsoft and DisplaySearch]
  • Mobile internet usage is projected to overtake desktop internet usage in 2013 [Source: Gartner]
  • 71% of mobile browsers expect web pages to load almost as quickly or faster as web pages on their desktop computers [Source: Gomez]
  • 90% of all US media consumption now takes place across a combination of phone, tablet, computer, and TV screens [Source: Google]

Dead or Simple

The business value of simplicity has long been understood. Fewer choices, shorter paths, and simpler messaging lead to higher conversion rates in study after study. Examples of simplicity’s triumph are all around us: Mint.com in personal finance; Apple in electronics; Google in search. Yet simplicity has remained an elusive ideal for most organizations.

The rise of mobile is forcing our hands and changing the way we design websites and software forever, with mobile and desktop design standards converging toward a more streamlined aesthetic. HTML and apps are becoming indistinguishable. Last September, USA Today pushed the envelope with a new website that looks and acts like an iPad app.

Four Ways to a Simpler You

If your organization is struggling to achieve simplicity, here are some simple techniques that can help you cut through the clutter:

  1. Start with your site traffic. A look at your site traffic is probably the best and fastest way to understand what your customers most value and what they can do without. Which of your content and features are getting the most attention? Which are being ignored? What are the top user paths? Which content is searched for the most? You’ll likely find that the 80/20 rule—where a small sub-section of your content sees the majority of activity—applies.
  2. Try mobile first. The emerging practice of “mobile-first,” whereby companies organize their business around mobile as their primary channel, is gaining in prominence (Google declared itself a mobile-first company in 2010). Whatever you think of mobile-first as a business practice, trying it out as an experiment can help you boil down your offerings to their most bare and useful essence.
  3. Get more objective. Designers, developers, and even executives can frequently get too close to their online initiatives; clinging tightly to pet features and the status quo. Install a decision-maker who knows your business and customers well, but who isn’t involved in the day-to-day of design and development. That person will have the objectivity to ask hard questions and, when necessary, slaughter the sacred cows.
  4. Test, test, and test. There’s nothing like the feedback of real users to break your internal logjams and provide clarity about what’s valuable to them. If budget or timeline are concerns, testing informally with friends and family can still produce valuable insights. And it’s better than no testing at all.

It’s Time to Get Ruthless

Ruthlessly simple, that is. We’re moving quickly from a world where we stuffed in all the features we could, to one where we must strip away everything we can. The future belongs to those brands that can specialize, synthesize, and consolidate for a faster-moving and more distracted audience. Only the most disciplined will prevail.

 

Image of arrowhead courtesty Shutterstock.

post authorScott McDonald

Scott McDonald

Scott McDonald is co-founder and managing director of Modus Associates, a digital innovation and design consultancy based in New York City. A frequent industry speaker and writer, he has advised global brands including Morgan Stanley & Co., Sony, Citibank and SIRIUS Satellite Radio, among others.

Tweet
Share
Post
Share
Email
Print

Related Articles

Struggling with PowerPoint’s design limitations? This step-by-step guide shows you how to build systematic design solutions, from mastering slide layouts to using sticker sheets for patterns. Learn to create polished, professional presentations with smart workarounds and helpful tips.

Article by Jim Gulsen
A Step-by-Step Guide to Creating a “Design System” in PowerPoint
  • The article gives a step-by-step guide to building systematic patterns in PowerPoint. It talks about the program’s limitations and gives essential tips like mastering slide layouts and customizing text settings.
  • It suggests using PowerPoint’s automated features carefully and advocating for manual workarounds to elevate quality.
  • The piece introduces creating sticker sheets for reusable design components and highlights strategies for successful workflows.
Share:A Step-by-Step Guide to Creating a “Design System” in PowerPoint
5 min read

Publishing in HCI and design research can feel overwhelming, especially for newcomers. This guide breaks down the process — from choosing the right venue to writing, submitting, and handling revisions. Whether you’re aiming for conferences or journals, learn key strategies to navigate academic publishing with confidence.

Article by Malak Sadek
A Guide to Publishing Human-Computer Interaction (HCI) and Design Research Papers
  • The article provides a guide to publishing in Human-Computer Interaction (HCI) and design research, sharing insights from the author’s PhD experience.
  • It explains the significance of publishing in academia and industry, offering an overview of peer-reviewed journals and conferences.
  • It breaks down the two main types of papers — review and empirical — detailing their structures and acceptance criteria.
  • The piece emphasizes strategic research planning, collaboration, and selecting the right venue for submission.
  • The piece also outlines practical steps for writing, revising, and handling rejections, encouraging persistence and learning from reviewer feedback to improve publication success.
Share:A Guide to Publishing Human-Computer Interaction (HCI) and Design Research Papers
8 min read

Accessibility isn’t just about compliance — it’s about inclusion. A deaf developer shares what UX designers need to know to create better experiences.

Article by Tamara Sredojevic
Designing for Deaf Users
  • The article talks about a deaf developer who shares insights on digital barriers, assistive tech, and inclusive design.
  • It presents a candid conversation on UX challenges, assistive technology, and advocating for better accessibility.
  • The piece dives into the challenges and solutions for creating truly accessible experiences.
Share:Designing for Deaf Users
11 min read

Join the UX Magazine community!

Stay informed with exclusive content on the intersection of UX, AI agents, and agentic automation—essential reading for future-focused professionals.

Hello!

You're officially a member of the UX Magazine Community.
We're excited to have you with us!

Thank you!

To begin viewing member content, please verify your email.

Tell us about you. Enroll in the course.

    This website uses cookies to ensure you get the best experience on our website. Check our privacy policy and