When I speak of web design simplicity, I'm usually referring to two things: 1) using design and communication to achieve clarity, and 2) helping users to easily do what they want or need to do. I believe that when we simplify the information, interface, and interaction design, the path to what users desire becomes clear and things get done. But, simplicity is not always easy to achieve, especially when dealing with complex information systems and varied user needs.

Simplicity means the achievement of maximum effect with minimum means.
— Dr. Koichi Kawana, Architect

The architect Mies van der Rohe is often quoted for saying "Less is more", but the architect also pointed out that although simplicity is a virtue, "God was in the details". Milton Glaser gave us a subtly different message, saying "Less isn't more; just enough is more." Clearly there is more to simplicity than distilling design to the bare essentials and ending up with spare layouts and minimal use of graphics. The real measure of success is based on user satisfaction. The simple, elegant solutions are often the ones that people regard as most satisfying to use. Think of the iPod or an Eames chair.

In electronic commerce, success isn't measured in simplicity, it's measured in conversion rates and dollars spent. The ideas about simplicity above describe principles and final destinations. What's missing in the picture is some description of the process undertaken to get there. Somewhere in between a user's evaluation of what they see or retrieve and doing something with that information is the designed experience. How that experience takes shape is a sophisticated dance integrating business goals and user desires with system features and functionality. In the end, the most satisfying customer experiences don't only appear simple on the surface, but are usable, relevant, and help to get the job done.

The details are not the details. They make the design.
— Charles Eames

Usability and relevance come from a thorough understanding of customers' desires, needs, and information seeking behaviors, of library and information science, of human computer interaction, design, and technology. The deep understanding of these elements that happens during the design process is what helps designers tailor user experiences, focus on details of the visual design and interaction, and work towards elegance.

Glaser's thought about doing and providing enough just touches the surface of how you might characterize a good user experience. Simple is good, but relevant and useful are even better. I thrive on designing interfaces and experiences that require minimal cognitive effort to use. I have over 10 years of experience in the information services industry, and am closing in on the practices that make the type of design simplification that choreographs the experience so that business owners and customers get what they need.

View my curriculum vitae.