it’s not about the stuff on the screen, but more about content and experience
taking stuff away
minimalist design, yet fully functional?

interfaces that don’t need to be taught, or require the reading of a manual

simple interfaces => simple lives

‘by removing the irrelevant you emphasis what really matters’

strip away all the things that might come in between that.

rich/complex interfaces lead to mistakes
too much options => too much error possibilities

simplicity turns people from failures into successes

=> BOOK: The laws of simplicity

just simple enough (not too simple!)

123456789 vs 9182737465

don’t make them wait

make use of their knowledge
its extremely easy to consider our users dumb and stupid

flickr as a ethnographic research tool
how are people using this and that
what people are doing in their ‘natural’ environments

qualitative and measurement is important
but you can measure yourself to mediocrity


will your clients buy ‘fewer features’?
do simple interfaces require complex tools?
can large teams deliver simple ideas?
does minimalism inhibit creativity?

the ROI of simplicity?

complexity is often the result of laziness (or less well resolved solutions)

does simplicity enforces anti-design? google example?
not at all… it’s all about relevance
presence means important, necessary


step by step approaches
progressive change
example: fully graphical interface -> natural interface (apple gestures and multi-touch track-pad)
progressive reduction

knowledge/interfaces come with multiple layers
which to act upon, which not

‘the modern definition of aesthetics is not about appearance but performance and behavior’
be very aware of the behavioral and performance challenges and apply that to your aesthetics view

breaking with normality takes times
social / psychological constraints
historical constraints