DUX2007 - Simplicity

Alice Toth, Tuesday, November 6, 2007 @ 9:01 pm

Too often, the overarching requirement we hear from clients is that the product must be simple to use. As designers, we nod our heads and agree that yes indeed, simplicity is a worthy goal for this project, without ever defining what is meant by simplicity.

At the opening night of the DUX07 conference, B. J. Fogg, from Stanford University's Persuasive Technology Lab, talked to us for a bit via video about his recent explorations into simplicity. What exactly does simplicity mean? What are the determining factors of simplicity, i.e., what am I looking at in order to rate whether or not a product is simple to use?

To Dr. Fogg, simplicity is not a characteristic of the product but rather a perception of the experience. From his studies and research, he's determined there are six elements of simplicity:

• time - can I spend the time learning to use a new product? no? then it's not simple
• money - can I spend money on a new product?
• physical effort - does it require exertion beyond my usual effort?
• brain cycles - do I have to think for a long time?
• social deviance - does it go against the social norm?
• non-routine - does it break my routine?

These six elements vary by individual and by context and there are trade-offs. For example, if I'm a college student who has time but not a lot of money, I might be more willing to invest my time in learning a new product than, say, a business executive who doesn't have the time but would be more willing to spend a little more money on a product that doesn't require a lot of time.

Simplicity, therefore, is a function of the user's scarcest resource at the time. To state it another way: a product, task, etc., is truly simple until it requires a resources that's not available. But remember, Dr. Fogg said that simplicity is determined by the perception of the experience. Which means a task can be perceived as simple if it uses less resources than expected.

Now I'm not saying that from now on we market our products by setting the expectations high to guarantee the perception of simple .... but it sure is tempting.

Technorati Tags: Design, Information Architecture, Usability

user experience design

Comments: 2 so far

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1. 

   I like this view of simplicity and i think it is the right view.

   Comment by Mimo, Wednesday, November 7, 2007 @ 3:57 am

2. 

   simple is hard. minimal designs that work are truly works of art.

   Comment by b3rt, Friday, November 30, 2007 @ 10:10 am

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