Simplicity in Design

– by Dr. Fogg

simple task = easier to do = change behaviour (e.g. one-click buying on Amazon)

Simplicity = minimally satisfying solution at the lowest cost
– not in fields such as training, entertainment
– definition depends on person and context –> not an in-built characteristic of product, but a PERCEPTION of the experience in completing the task

6 elements of simplicity
1) Time (more available to teens)
2) Money (more available to adults)
3) Physical effort
4) Brain cycles: don’t think a lot or for a long time
5) Social deviance: solution shouldn’t cause us to break social rules (e.g. wear PJs at party)
6) Non-routine: habits are simple
– Diff people have diff simplicity profiles
– Simplicity is a function of your scarcest resource at that moment

True vs. perceived simplicity:
– Truly simple = until it requires resources a person doesn’t possess
– perceived as simple = if person completes it w/ fewer resources than expected (e.g. cook in 40mins when expecting 90mins)
– expectations imp!
– to make seem simple, set expectations high

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