The Genius Of Simplifying Web Design

Simplicity is subjective when discussing user experience design strategy. I may think the latest video game is simple, but it will confuse and nauseate others just watching. Simplicity can also be in reference to many different areas of the project.  The task can be simple, the interface can be simple, and the choices can be simple. A significant problem that I constantly wrestle with is the amount of information, features, or capabilities that should be included in a project. It’s the fine line between simplicity of the overall experience with the robustness and capability of the project. To restrain myself from adding too many features initially, I use a simple philosophy to help keep me focused. It is better to start off doing one or a few things simple and great and introduce more abilities in the future, than launching many features, in the beginning, specifically to have the most capabilities.

Through the process with all of our clients, new features and abilities are presented throughout the project that could be a nice addition to any of the sites. It is easy to accept these new additions and add more features to the website, but it may not always be the best choice. Look at these new features with a critical eye and examine their worth. Having too many features can present a confusing and disorienting experience, leaving to a bad taste in a user’s mouth. We don’t want that.

“Everything should be made as simple as possible, but not simpler.” – Albert Einstein

The ideal way to approach new features would be to determine if this feature would add anything of significant value to the site. If it adds a gimmicky capability that someone might think is “cool”, please rethink it or leave it out. If it does not assist in accomplishing the sites original goal, but is a significant feature that could add new value, think about releasing it with future versions of the website. Get the original great concept up and running and evolve from that. Many of the big sites that users frequent today did not start off with all of the useful features they currently have.  These sites have released new capabilities that build on the original value of their site over time.

Two influential websites that have introduced complexity over time with success are Facebook and Google. When Facebook was first released, it was a basic profile page with social connections. Over time they have introduced “The Wall,” a personal news feed, the ability to create and add thousands of applications, and just recently the status update. None of these things were in the original release. Facebook gained value with their original concept and built upon it. Google is another great example. Initially they were just a search company. Their website had one function and they did it extremely well.  They made it powerful, accurate, and simple to accomplish. Over the years they have built upon their company’s capabilities. There is now iGoogle, Gmail, Google Documents, Google Wave, and a large amount of other abilities that have slowly gained prominence. Both of these giants were able to do one or a few things great in the beginning and then expand in the future.

“Focus on just a few things, and do them better than anybody else.”  - Founder and CEO of Chipotle, Steve Ells

So in short, start simple and do it well. Roll out new features and capabilities in the future to build upon your success and keep your users interested. When new apps are launched and users see announcements for upcoming features already, they will be more inclined to return to see what is released. Also showing there is effort being invested to help improve the system will earn loyalty and credibility for a website. Do not think that more features are always better. It’s an easy trap to fall into. Keep your eyes open for new features and additions, but make sure they add value and represent the company correctly. Simplicity is not easy, but users do appreciate it.

Related reading on keeping it simple:

• How Chipotle, Pinkberry, and others win big by doing just a few things well (37signals)
• Keep it Simple, Stupid! (digital-web.com)