Why Most Designers Think Simplicity Is Key And Why It Is Not

by Kasper Friis, Technolution

Simple. For years, the word simple has been used and misused, interpreted and misinterpreted throughout the design world. As designers and product developers we assume that we all agree on its meaning and that simplicity is one of the highest achievements of good design. All designers agree that a simple design is paramount to both efficiency, user satisfaction and aesthetics. Designers preach simplicity to each other. They write about it in articles. Simplicity is everywhere and we love when we see it. When many designers say “simple” they try to describe that something is easy to use. When others say it, they refer to the complexity of things — a problem, a solution, a user journey, or something else.

The problem is however, that the misuse and misinterpretation of the true meaning of the word has spurred many long discussions. I am not suggesting a semantic debate. Instead, I wish to bring to an end the usage of simple (regardless of interpretation) solutions as the Holy Grail of product design and UX. There are much more important and fundamental elements that determine a product’s usability and market success.

Let’s kill the myth

Contrary to common beliefs; a simple product does not equal an easy to use product. The standard, ISO 9241, defines usability as:

“The extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use.”

Effectiveness, efficiency, and satisfaction. Nowhere in the standard is it stated that simplicity is a parameter for usability. Granted, simplicity can in some cases boost usability but it is not necessarily the right solution to any challenge. Not everything can be simple. Not everything can be easy to use. A lot of products are deliberately complex. Large IT systems such as the health platform (Sundhedsplatformen) which is currently being rolled out at hospitals throughout eastern Denmark is deliberately complex. Many functions must be supported and many user groups — each with their own mental origin and cultural language.

A consistent message

Simplicity is almost always unobtainable and complexity is almost always unavoidably. Only the user’s perception of simplicity is desirable in every situation and vital for a good user experience and a commercial success. Enter; design consistency. Consistency in interaction and design is the one thing all products and services can be. And design consistency does lead to users perceiving the product as simple. No matter how complex a product, no matter how many functions it supports, no matter how many ways you can solve the same daily challenge the interaction and the UX can and shall have design consistency. Consistent in visual appurtenance and consistent in supporting product use — throughout.

I see it everywhere, not least in consumer electronics. The most prominent example is from Google. Google has made a comprehensive design and interaction manual in the hope that app and web developers worldwide will follow this and hence create a consistent user experience for consumers of Googles products and services. On all platforms and devices. Google knows that design consistency in all user tasks throughout their entire ecosystem will build familiarity and confidentiality — also with the Google brand. Furthermore, this drastically reduces the risk of user errors which boosts both effectiveness and efficiency and ultimately the user’s overall product satisfaction too. And there we have it. The three pillars that form the foundation of designing an easy to use (and commercially successful) product; effectiveness, efficiency and satisfaction. All three achieved, not through simplicity, but through design consistency. A consistent user experience.

Kick-start design consistency

Here are a few tips to get you started with design consistency:

• Think analogue information instead of symbolic digital. Understanding symbols and icons is culture-dependent and therefore not robust in relation to global design consistency.
• Introduce a strong visual hierarchy where important elements are the most prominent.
• Guide the interaction to ease correct task execution. Incorporate limitations, feedback and feed-forward into your design.
• Base your product on the user’s conceptual model. What goes in inside a motor is not important. What is important is that the user is supported in what they think is going on inside.
• Reuse the same element in different situations. E.g. design a simple notification and use color-coding for different situations or areas.
• Base your design on what the users already know. Use the standards which user are naturally exposed to in their everyday life.
• Subtly incorporate obstacles in your product to breaking routines and automatic reactions when these are unwanted.

Win a design award

The world of design has — unfortunately — to the fullest extend misunderstood the difference between simplicity and usability. I often see products praised with numerous design awards for the aesthetic simplicity with an associated claim that usability will automatically follow. Therefore, I am baffled that a jury, with their integrity and professionalism intact, can rate products and assign awards without having had these in their own hands. Without having tried out the functions. And without having tested the interaction between user and product. Without having evaluated the degree of design consistency. I find in incomprehensible.

Simplicity can never become the goal in itself — and in many cases this is not even possible. Thankfully. The goal however must be design consistency. Because a consistent design leads to ease of use — also for complex systems. Ease of use is whatever the user thinks it is, and this is exactly supported by the consistent design. It is the user’s experience and the user’s experience alone that determines if something is easy to use.

To me it can be said very simple:

If you want to win design awards, design for simplicity. If you want to win users, design for consistency.

Wait! Before you go…

I would love to know how you ensure a good user experience. Do you know of any great approaches? Please comment below.