Simplicity

Sometimes dead ends happen more gradually than simply giving someone no option to continue. Services that are very simple for those on the ‘happy path’ often hide complex and hard to navigate side routes that don’t necessarily ‘stop’ a user from doing something, but slow them down to the extent t...

To do a difficult thing in the simplest way, we need a lot of options. When looking an any set of tools for a task, such as a digital photo editing program, a novice will see complexity. A professional sees a range of different tools, each of which is easy to use. They know h...

When faced with difficult decisions, the principle if you can't decide, the answer is no provides powerful clarity. This heuristic works because:

• Genuine opportunities create enthusiasm and clarity, not confusion
• Modern life offers abundant options—only clea...