Why are companies like Google, Facebook and Apple so successful? A number of reasons could be highlighted, but what they do have in common is their ability to make a complex product look and feel incredibly simple – what we call simplexity.
A recent Google study showed that the average user judges the usefulness of a website user in 1/20 of a second. It gets you think about the usability of your product, service or website, does it not? The same study further revealed that the more visual a complex solution is, the more appealing we find it. The more complex a product or service is, the more we need to think of design, usability and simplicity.
We use the term simplexity to describe the design and business models of the future. In a world with increasing complexity, it is necessary to be able to make the complex simple. No matter if you work with entrepreneurship, innovation, design, communication, software or anything in between – the survival of your business depends on your ability to work with simplexity.
Templates of the brain
In this case, it can be useful to get familiar with the term prototypical. It simply means that our brains create a basic picture, in order to categorize all of the things and services we interact with. Every time we log in to a website, or interact with a product, our brains have already made a “template” of what it should look like and how it should behave and we therefore know by instinct what to expect. The brains is lazy and prefers to think of things that are easy. Once the software, product or service does not behave the way we anticipated, we get impatient and move on to a simpler solution. It is pretty straight forward – if it is too hard to navigate or differs from our “template” we do not waste time on it.
Thus, it makes sense to keep this template in mind when designing. No matter how brilliant your product or service is, it is not worth much if no one is using it. When looking at some of the most successful technology companies in the world, they are all experts in the field of design. They create solutions that are intuitive to use and that soothes the template our brain made.
Simplexity in the organization
The users of Facebook, Instagram, Dropbox or Snapchat are not the only ones with these templates in the brain. The employees of every organization work the exact same way. If the enterprise software is too hard to navigate they will just find another solution. Surprisingly, most software used in organizations do not fit the template of the brain. That is what we at SimplySo work with – namely making an intuitive user interface for enterprise software.
Whether you are a start-up or an established organization, it is worth giving simplexity some thought. You don’t want potential customers nor you employees to run away screaming. If your service or product is too hard to use, and does not fit the template, your customers and employees will go elsewhere.
We are not claiming that simplexity is easy. If it was, everybody would do it. But as Steve Jobs once said: “Simple is harder than complex”.