As simple as possible

A great north star, but in a galaxy far far away

Your client wants a solution.

Ideally, it is the simplest one…

…for both them and the customer.

But should ‘simple’ be the goal?

Users repeatedly demonstrate that they are willing to encounter complexity…

…as long as the path that leads them to successful completion accommodates these mental models:

• Don’t make me think
• Hold my hand
• Don’t just drop me off
• Route me correctly at each turn

The system can be a maze.

Seek to design your system such that the interface is your customer’s tour guide, agent, and friendly neighbor.