Back to Basics

"When we research and evaluate product usage, we notice that what people value most is simple access to basic functionality. Complex features may be attractive, but not at the expense of ease-of-use. In some cases, complex features may provide an active disincentive, if people are not confident that they can reverse any actions they may take. For example, some people avoid personalizing mobile devices, because they may not be able to reinstate familiar settings."

The call for simpler products will continue as competition increases. Of course, there will be an ongoing demand for new capabilities, but the sophisticated marketplace will insist that this does not impinge on ready access to key functions.

We know that customers hanker for products that truly help them make life easier. The products that, like Google, help manage complex problems in simple ways will be embraced. Those that do not, will not.