COMP 2903A7 – The Beauty of Simplicity

Danny SilverJSOCS, Acadia University

Linda TischlerFast Company, Nov 2005

• Senior Writer, Fast Company, US http://www.fastcompany.com/user/linda-tischler– Fast Company sets the agenda, charting the evolution of business through a unique

focus on the most creative individuals sparking change in the marketplace. By uncovering best and "next" practices, the magazine and website helps a new breed of leader work smarter and more effectively.

– Fast Company empowers innovators to challenge convention and create the future of business.

• Other artciles she has written http://labs.daylife.com/journalist/linda_tischler

Technology Time Savers

• “Never in the history of mankind has there been so many time saving devices and yet so little time.”

• Examples:– Email– Universal remote– Wrist watch

Innovations Paradox

• We wish to have more functionality• We wish to have more ease of use

• Take your average word processor for example. How much of its functionality do you feel you use?

Make it Simple as Google !

• Marissa Mayer – The GateKeeper at Google• “Google is like a Swiss Army knife, and the

home page is when its closed, ready to go in your pocket”

• To make it to their home page a new service needs to be compelling > M page views per day

• And … The Google home page was not a design choice

Search Engine Comparison

• Ending June 27, 2009 (%of US online search market):– Google - 74%– Yahoo – 16.2%– MS Bing – 5.25%

• Microsoft's Bing grew at an average rate of 25 percent per week, according to research company Hitwise.

Search Engine Comparison

T + E = $

• Technology + Easy of Use = Profit• It is time for the technology challenged (mots

people) to be heard• 87% of people said “ease of use” is most

important feature

Think, Pair, Share

• Name 1 product you love – Consider Why?• Name 1 product you hate – Consider Why?

• Compare with your partner

• Share with everyone

Simple is elegant

• “Simple is elegant” …. Why?• Google’s Mayer “It gives you what you want,

when you want it, rather than everything you couldever want, even when you don’t”

• Milton Glaser (eminent designer) says – “Less isn’t more; just enough is more”

Stop adding features !!!

• Arron Oppenheimer (Design Continuum) says– “Technology is a blessing because we can do anything

with it, and a huge curse because we can do anything with it.”

• Phillips– Customer survey in 2002 total them to simplify

products (see p.30)– So they started by simplifying the company– Resulted in the campaign “Sense and simplicity”– Sales growth in 2005 was 35%

Intuit’s – Quicken Accounting

• 2004 - QuickBooks Basic– Test drive with 100 potential customers bombed– Too hard to use

• Laboured for a year to improve ease of use:– 125 setup screens reduced to 3– 20 major tasks reduced to 6