Consumers have increasingly more choices, technology
evolves ever faster and the political and economic
environment is unpredictable.
In the midst of this whole scenario of instability and change,
people want to get back to basics.
They want things to function quickly and easily from the first
contact, without much extra effort.
They want products without complications and with simple
The only companies or products that will
thrive are those that offer the lowest possible
level of complexity at the maximum amount
Simplicity means the achievement of
maximum effect with minimum means.
Simplicity is about subtracting the obvious and
adding the meaningful.
Apple's design chief has two main goals in mind when
1. Keep the design as simple as possible;
2. Design each product well enough that the user can't
possibly imagine it looking any other way.
We try to develop products that seem somehow
inevitable. That leave you with the sense that that’s the
only possible solution that makes sense.
Apple's senior VP of industrial design
Simple things work intuitively.
Marc Benioff, Salesforce.com's CEO envisions a world where the software is self-explanatory.
If people can not use the product in the right
way, the lack of cleverness is not theirs, it is
yours, that did not hear the customer and
made a complex product.
The simplest explanation for some
phenomenon is more likely to be accurate
than more complicated explanations. So if
you have two equally likely solutions to a
problem, choose the simplest.
Problem-solving principle known as Ockham's Razor
> think end-to-end <
Simplicity relates to the entire customer experience: how you deal with prices,
designs and implements the product and performs the customer support. The
product must be:
simple to be found by the client;
simple to be purchased;
simple to use
Perfection is achieved, not when there is
nothing more to add, but when there is
nothing left to take away.
Antoine de Saint-Exupéry
writer and aviator
Refine the things you do, until it begins to lose value. Then go back a step.
> organize <
Organization makes a system complex seems simple.
> save time <
(yours and from your customers)
When forced to wait, life seems unnecessarily complex.
> question yourself constantly <
Always ask yourself: ”This can be done more simply?"
The office furniture manufacturer Herman Miller
discovered it was offering too many customization
options for its popular Aeron chair. There were more
than 4 million variations for the basic model. But only a
few thousand configurations were actually bought.
In 1997, when Steve Jobs returned to Apple, he radically simplified the
"When we got to the company, there were a lot of products - 15 product
platforms with a zillion variants of each one. I couldn’t even figure this
out myself, after about three weeks: How are we going to explain this to
others when we don’t even know which products to recommend to our
Jobs decided that Apple would sell only four products: a line of desktop
computers and a line of portable computers, each one with a
professional version and a consumer-oriented version.
SurveyMonkey is the market leader of online surveys.
The product was minimally altered in its fifteen years of
There are hundreds of options for online surveys, but
SurveyMonkey continues to dominate because it is the
The secret of AWS's success is not what it lets you do, but what it not lets you
do. More precisely, the secret of AWS is "simplicity and reduction of choice."
AWS EC2 empowers developers reducing / removing choices. Attach the
application to the infrastructure, not the infrastructure to the application.
For many, the strategy of not replicating the pattern of enterprise networks in the
cloud was wrong. However, the success of AWS was precisely because they
ignored the predominant pattern of enterprise datacenters. What can be simpler
than provision servers in seconds only with a credit card and an API?
With this simplification strategy, Amazon reduced costs and won many
Instagram offers the most clean, elegant and simple way to share
photos on mobile devices.
Only square photos are allowed. You do not have to worry if the
photo will look better vertically or horizontally, because square is
your only option.
There are no ads on screen, there is not a miscellany of
resources. You take a photo, you post it and see other people's
Any intelligent fool can make things bigger,
more complex, and more violent. It takes a
touch of genius - and a lot of courage to
move in the opposite direction.
Ernest F. Schumacher