At a high level, simple design boils down to a handful of foundational principles that affect the decisions we make:
1. Always choosing clarity over being slick or fancy.
Internally we call this “Fisher Price” design. We aim to make the UI totally obvious and self explanatory, by keeping individual screens simple, showing only one focused thing at a time, and so on. Good product design eliminates the need for an instruction manual!
2. Preferring good copywriting.
We take the time and space to explain things with words, instead of making minimalist UIs with lots of unlabeled buttons, etc. (Although we’re still guilty of having a few of those.)
3. Prioritizing respectful interfaces that don’t overwhelm or try to nag the user into certain behaviors.
We intentionally don’t include things like notification counts/badges, 3-column designs, and such unless we absolutely can’t avoid them. We don’t like the idea of having “sticky” interfaces—we want our customers to use our products to get the job done, and then go do something else. That makes the whole design approach more peaceful in general.
4. Having a strong editorial sensibility, and knowing when to split complex concepts into simpler individual parts.
This one is more of an art than a science, but we have a good instinct for breaking down problems until they can be easily understood in simple UI flows.
There’s one other thing that’s important for simple design. It’s not merely a matter of having clear or basic-looking interfaces. (It’s easy to make a simple UI that doesn’t really do much.)
The magic combo is having simple interfaces paired with powerful capabilities below the surface. HEY looks simple, and it’s straightforward to use, but it’s backed by some deeply considered opinions, logic, and machinery that empowers people who use it to be better at email than they were before—and with less effort! The interface itself is simple, but the thinking and the system behind it is extremely complex. The product is valuable because it saves people time and anxiety dealing with the terrible email mess that they had just learned to live with.
For more on this line of thinking, we highly recommend Kathy Sierra’s Badass: Making Users Awesome.
If you could benefit from more clarity and simplicity in your own work, explore the all new Basecamp.