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Simplicity


    © cxpartners 2008
© cxpartners 2008
Colbourne


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© cxpartners 2008
© cxpartners 2008
What did you
want to be?



   © cxpartners 2008
© cxpartners 2008
© cxpartners 2008
© cxpartners 2008
.co.uk
research led design




           © cxpartners 2007
.com
research led design




           © cxpartners 2007
user experiences are
  getting smaller



        © cxpartners 2007
© cxpartners 2007
© cxpartners 2007
© cxpartners 2007
Zune 1.0 vs Zune 2.0




      © cxpartners 2007
113
© cxpartners 2007
To do list

- Call Ken
- Write presentation
- Cinema tickets
- Fish fingers?




                 © cxpartners 2007
People are crying out for less




             © cxpartners 2007
Why is there a move to simplicity?




               © cxpartners 2007
© cxpartners 2007
© cxpartners 2007
© cxpartners 2007
© cxpartners 2007
© cxpartners 2007
© cxpartners 2007
© cxpartners 2007
Simplicity ≠ Usability




         © cxpartners 2007
Measuring usability




Efficiency         Effectiveness          Satisfaction

                 Source: ISO 9241-11

                      © cxpartners 2007
Traditional system




Efficiency        Effectiveness          Satisfaction



                     © cxpartners 2007
Call centre




Efficiency    Effectiveness          Satisfaction



                 © cxpartners 2007
Web site




Efficiency   Effectiveness          Satisfaction



                © cxpartners 2007
Simplicity




Efficiency   Effectiveness          Satisfaction



                © cxpartners 2007
© cxpartners 2008
Simplicity is not...




        © cxpartners 2007
Removing features




                    © cxpartners 2007
Adding instructions




                      © cxpartners 2007
Breaking it into steps




                         © cxpartners 2007
The achievement of maximum
 effect with minimum means
                               Dr Koichi Kawana




           © cxpartners 2007
© cxpartners 2007
Simplicity in user interface design
refers to experience, not artefacts



                © cxpartners 2007
‘It just works’




     © cxpartners 2007
Experience occurs at many levels
       Correspondence between program model
                 and mental model

                   Visual / output


                 Input mechanisms


           Physical dimensions & handling


          Eco-systems of software / devices


                       © cxpartners 2007
The achievement of maximum
 effect with minimum means
                               Dr Koichi Kawana




           © cxpartners 2007
A process for simplicity




          © cxpartners 2007
es
Gu idelin




   © cxpartners 2007
A process for simplicity
(guidelines in a specific order)



              © cxpartners 2007
© cxpartners 2007
© cxpartners 2007
Understand context




       © cxpartners 2007
What is minimal?        Go




    © cxpartners 2007
What is minimal?
January 2002




               © cxpartners 2007
What effect is the user
                            trying to produce?




Understand context




       © cxpartners 2007
What does the user
                                know?




Understand context




       © cxpartners 2007
Just simple enough



       © cxpartners 2007
What is minimal?
 January 2002




                © cxpartners 2007
Shrink, Hide, Embody




                       © cxpartners 2007
Many hands make light work
   Meeting at 13:40
    By removing the irrelevant
                 A bird in the hand is worth two in the bush Don’t   forget to put the
Today is the first day of the rest of your life                        cat out
            Some day I’ll fly away
To dare is to do      you emphasise what
      One, two, three, go!  really matters
Simply better                                                Just do it
                            Buy one get one free
                                        © cxpartners 2007
By removing the irrelevant


           you emphasise what
                 really matters


             © cxpartners 2007
Just simple enough




       © cxpartners 2007
Welcome Jon Update profile | Sign out | Help
TITLE                                                                                                                                                                Travel
                                                                                                                     Stunning scenery                                planner
                                                                                                                                                          Search
SUBHEADING
                                                                     Travel planner
Home | Regions | Experiences | Events | Wine & Food | Accommodation | Transport | General information


                                                                 an incredibly complex                    Region map                       Interactive map


                                                                        problem
                                         <image>




                                  Wild West Theme Park
                                  Intro text Lorem ipsum dolor sit amet, consectetuer
                                  adipiscing elit. Morbi commodo, ipsum sed pharetra
          <image>                 gravida, orci magna rhoncus neque, id pulvinar odio lorem
                                  non turpis.
        Drag to
        travel planner            Suspendisse id velit vitae ligula volutpat condimentum.
                                  Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla          Bigger
                                  libero.                                                                map          Show on map


             email to a friend    Nullam sit amet enim.
                                                                                                  More maps
                                  Vivamus pharetra posuere sapien. Nam consectetuer. Sed          Street map »
                                  aliquam, nunc eget euismod ullamcorper, lectus nunc             RAA Map (PDF, 132kB) »
                                  ullamcorper orci, fermentum bibendum enim




                                                                                                   
      Booking Options                                                                             Travellers’ tips
                                                                                                  Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi
                                                                                                  commodo, ipsum sed pharetra gravida, orci magna rhoncus




                                                                                                  Related web sites
                                                                                                  Lorem ipsum dolor sit amet »




                                                                                                 © cxpartners 2007
Welcome Jon Update profile | Sign out | Help
TITLE                                                                                                                                                                Travel
                                                                                                                     Stunning scenery                                planner
                                                                                                                                                          Search
SUBHEADING

                                                                                                                                                                     View my travel plan
Home | Regions | Experiences | Events | Wine & Food | Accommodation | Transport | General information                                                                Recommendations
                                                                                                                                                                     What’s this?

                                                                                                          Region map                       Interactive map           Unsorted (4 items)




                                                                                                                                                                        <image>     Royal Hotel
                                         <image>                                                                                                                                    Hotel




                                                                                                                                                                        <image>    Chez Gerred
                                                                                                                                                                                   Food & drink


                                  Wild West Theme Park
                                                                                                                                                                        <image>    Marine World
                                  Intro text Lorem ipsum dolor sit amet, consectetuer                                                                                              Things to do
                                  adipiscing elit. Morbi commodo, ipsum sed pharetra
          <image>                 gravida, orci magna rhoncus neque, id pulvinar odio lorem
                                  non turpis.
        Wild West                                                                                                                                                       <image>    Budget
        Things to do              Suspendisse id velit vitae ligula volutpat condimentum.                                                                                          Car rental
                                  Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla          Bigger
                                  libero.                                                                map          Show on map


             email to a friend    Nullam sit amet enim.
                                                                                                                                                                            Add folder
                                                                                                  More maps
                                  Vivamus pharetra posuere sapien. Nam consectetuer. Sed          Street map »
                                  aliquam, nunc eget euismod ullamcorper, lectus nunc             RAA Map (PDF, 132kB) »
                                  ullamcorper orci, fermentum bibendum enim




                                                                                                   
      Booking Options                                                                             Travellers’ tips
                                                                                                  Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi
                                                                                                  commodo, ipsum sed pharetra gravida, orci magna rhoncus




                                                                                                  Related web sites
                                                                                                  Lorem ipsum dolor sit amet »
                                                                                                                                                                           3 Items (Delete)




                                                                                                 © cxpartners 2007
Welcome Jon Update profile | Sign out | Help
TITLE                                                                                                                                                                  Travel
                                                                                                                     Stunning scenery                                  planner
                                                                                                                                                          Search
SUBHEADING

                                                                                                                                                                       View my travel plan
Home | Regions | Experiences | Events | Wine & Food | Accommodation | Transport | General information                                                                  Recommendations
                                                                                                                                                                       What’s this?

                                                                                                          Region map                       Interactive map             Unsorted (4 items)




                                                                                                                                                                          <image>       Royal Hotel
                                         <image>                                                                                                                                        Hotel




                                                                                                                                                                          <image>       Chez Gerred
                                                                                                                                                                                        Food & drink


                                                                                                                                                          <image>           1
                                  Wild West Theme Park
                                                                                                                                                                          <image>       Marine World
                                  Intro text Lorem ipsum dolor sit amet, consectetuer                                                                   Wild West                       Things to do
                                  adipiscing elit. Morbi commodo, ipsum sed pharetra                                                                    Things to do
          <image>                 gravida, orci magna rhoncus neque, id pulvinar odio lorem
                                  non turpis.
        Wild West                                                                                                                                                         <image>       Budget
        Things to do              Suspendisse id velit vitae ligula volutpat condimentum.                                                                                               Car rental
                                  Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla          Bigger
                                  libero.                                                                map          Show on map


             email to a friend    Nullam sit amet enim.
                                                                                                                                                                                 Add folder
                                                                                                  More maps
                                  Vivamus pharetra posuere sapien. Nam consectetuer. Sed          Street map »
                                  aliquam, nunc eget euismod ullamcorper, lectus nunc             RAA Map (PDF, 132kB) »
                                  ullamcorper orci, fermentum bibendum enim




                                                                                                   
      Booking Options                                                                             Travellers’ tips
                                                                                                  Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi
                                                                                                  commodo, ipsum sed pharetra gravida, orci magna rhoncus




                                                                                                  Related web sites
                                                                                                  Lorem ipsum dolor sit amet »
                                                                                                                                                                                3 Items (Delete)




                                                                                                 © cxpartners 2007
Organise



  © cxpartners 2007
9           64
3
        7
            2
                                    8   1   5




                © cxpartners 2007
What numbers did you just see?




             © cxpartners 2007
123456789



   © cxpartners 2007
© cxpartners 2007
© cxpartners 2007
© cxpartners 2007
Don’t make them wait




        © cxpartners 2007
© cxpartners 2007
Test




© cxpartners 2007
GOMS KLM
                       Card & Moran




   © cxpartners 2007
A process for simplicity




Spend time up       Understand the users’ context
front thinking

                        Shrink, Hide, Embody


                                Organise


                            Eliminate waiting

Spend time                          Test
later checking

                                 © cxpartners 2007
The road to hell is paved with good intentions

 Linear step-by-step processes - taking control of what the user does next
 We’ll let the user decide
 What if the user wanted to...
 Instructions
 Long lists
 Home pages
 Error messages




                                   © cxpartners 2007
© cxpartners 2007
© cxpartners 2007
© cxpartners 2007
A process for simplicity




                   Understand the users’ context


                       Shrink, Hide, Embody


                               Organise


                           Eliminate waiting


                                   Test


                                © cxpartners 2007
Perfection is achieved
not when there is nothing more to add
          but when there is
     nothing more to take away
             Antoine de Saint Exupery




                    © cxpartners 2007
No matter how cool your user interface,
         less would be better
                 Alan Cooper




                 © cxpartners 2007
giles.colborne@cxpartners.co.uk




              © cxpartners 2007

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Giles Colborne The Challenge Of Simplicity

  • 1. Simplicity © cxpartners 2008
  • 3. Colbourne © cxpartners 2008
  • 6. What did you want to be? © cxpartners 2008
  • 10. .co.uk research led design © cxpartners 2007
  • 11. .com research led design © cxpartners 2007
  • 12. user experiences are getting smaller © cxpartners 2007
  • 16. Zune 1.0 vs Zune 2.0 © cxpartners 2007
  • 18. To do list - Call Ken - Write presentation - Cinema tickets - Fish fingers? © cxpartners 2007
  • 19. People are crying out for less © cxpartners 2007
  • 20. Why is there a move to simplicity? © cxpartners 2007
  • 28. Simplicity ≠ Usability © cxpartners 2007
  • 29. Measuring usability Efficiency Effectiveness Satisfaction Source: ISO 9241-11 © cxpartners 2007
  • 30. Traditional system Efficiency Effectiveness Satisfaction © cxpartners 2007
  • 31. Call centre Efficiency Effectiveness Satisfaction © cxpartners 2007
  • 32. Web site Efficiency Effectiveness Satisfaction © cxpartners 2007
  • 33. Simplicity Efficiency Effectiveness Satisfaction © cxpartners 2007
  • 35. Simplicity is not... © cxpartners 2007
  • 36. Removing features © cxpartners 2007
  • 37. Adding instructions © cxpartners 2007
  • 38. Breaking it into steps © cxpartners 2007
  • 39. The achievement of maximum effect with minimum means Dr Koichi Kawana © cxpartners 2007
  • 41. Simplicity in user interface design refers to experience, not artefacts © cxpartners 2007
  • 42. ‘It just works’ © cxpartners 2007
  • 43. Experience occurs at many levels Correspondence between program model and mental model Visual / output Input mechanisms Physical dimensions & handling Eco-systems of software / devices © cxpartners 2007
  • 44. The achievement of maximum effect with minimum means Dr Koichi Kawana © cxpartners 2007
  • 45. A process for simplicity © cxpartners 2007
  • 46. es Gu idelin © cxpartners 2007
  • 47. A process for simplicity (guidelines in a specific order) © cxpartners 2007
  • 50. Understand context © cxpartners 2007
  • 51. What is minimal? Go © cxpartners 2007
  • 52. What is minimal? January 2002 © cxpartners 2007
  • 53. What effect is the user trying to produce? Understand context © cxpartners 2007
  • 54. What does the user know? Understand context © cxpartners 2007
  • 55. Just simple enough © cxpartners 2007
  • 56. What is minimal? January 2002 © cxpartners 2007
  • 57. Shrink, Hide, Embody © cxpartners 2007
  • 58. Many hands make light work Meeting at 13:40 By removing the irrelevant A bird in the hand is worth two in the bush Don’t forget to put the Today is the first day of the rest of your life cat out Some day I’ll fly away To dare is to do you emphasise what One, two, three, go! really matters Simply better Just do it Buy one get one free © cxpartners 2007
  • 59. By removing the irrelevant you emphasise what really matters © cxpartners 2007
  • 60. Just simple enough © cxpartners 2007
  • 61. Welcome Jon Update profile | Sign out | Help TITLE Travel Stunning scenery planner Search SUBHEADING Travel planner Home | Regions | Experiences | Events | Wine & Food | Accommodation | Transport | General information an incredibly complex Region map Interactive map problem <image> Wild West Theme Park Intro text Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra <image> gravida, orci magna rhoncus neque, id pulvinar odio lorem non turpis. Drag to travel planner Suspendisse id velit vitae ligula volutpat condimentum. Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla Bigger libero. map Show on map email to a friend Nullam sit amet enim. More maps Vivamus pharetra posuere sapien. Nam consectetuer. Sed Street map » aliquam, nunc eget euismod ullamcorper, lectus nunc RAA Map (PDF, 132kB) » ullamcorper orci, fermentum bibendum enim  Booking Options Travellers’ tips Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus Related web sites Lorem ipsum dolor sit amet » © cxpartners 2007
  • 62. Welcome Jon Update profile | Sign out | Help TITLE Travel Stunning scenery planner Search SUBHEADING View my travel plan Home | Regions | Experiences | Events | Wine & Food | Accommodation | Transport | General information Recommendations What’s this? Region map Interactive map Unsorted (4 items) <image> Royal Hotel <image> Hotel <image> Chez Gerred Food & drink Wild West Theme Park <image> Marine World Intro text Lorem ipsum dolor sit amet, consectetuer Things to do adipiscing elit. Morbi commodo, ipsum sed pharetra <image> gravida, orci magna rhoncus neque, id pulvinar odio lorem non turpis. Wild West <image> Budget Things to do Suspendisse id velit vitae ligula volutpat condimentum. Car rental Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla Bigger libero. map Show on map email to a friend Nullam sit amet enim. Add folder More maps Vivamus pharetra posuere sapien. Nam consectetuer. Sed Street map » aliquam, nunc eget euismod ullamcorper, lectus nunc RAA Map (PDF, 132kB) » ullamcorper orci, fermentum bibendum enim  Booking Options Travellers’ tips Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus Related web sites Lorem ipsum dolor sit amet » 3 Items (Delete) © cxpartners 2007
  • 63. Welcome Jon Update profile | Sign out | Help TITLE Travel Stunning scenery planner Search SUBHEADING View my travel plan Home | Regions | Experiences | Events | Wine & Food | Accommodation | Transport | General information Recommendations What’s this? Region map Interactive map Unsorted (4 items) <image> Royal Hotel <image> Hotel <image> Chez Gerred Food & drink <image> 1 Wild West Theme Park <image> Marine World Intro text Lorem ipsum dolor sit amet, consectetuer Wild West Things to do adipiscing elit. Morbi commodo, ipsum sed pharetra Things to do <image> gravida, orci magna rhoncus neque, id pulvinar odio lorem non turpis. Wild West <image> Budget Things to do Suspendisse id velit vitae ligula volutpat condimentum. Car rental Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla Bigger libero. map Show on map email to a friend Nullam sit amet enim. Add folder More maps Vivamus pharetra posuere sapien. Nam consectetuer. Sed Street map » aliquam, nunc eget euismod ullamcorper, lectus nunc RAA Map (PDF, 132kB) » ullamcorper orci, fermentum bibendum enim  Booking Options Travellers’ tips Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus Related web sites Lorem ipsum dolor sit amet » 3 Items (Delete) © cxpartners 2007
  • 64. Organise © cxpartners 2007
  • 65. 9 64 3 7 2 8 1 5 © cxpartners 2007
  • 66. What numbers did you just see? © cxpartners 2007
  • 67. 123456789 © cxpartners 2007
  • 71. Don’t make them wait © cxpartners 2007
  • 74. GOMS KLM Card & Moran © cxpartners 2007
  • 75. A process for simplicity Spend time up Understand the users’ context front thinking Shrink, Hide, Embody Organise Eliminate waiting Spend time Test later checking © cxpartners 2007
  • 76. The road to hell is paved with good intentions  Linear step-by-step processes - taking control of what the user does next  We’ll let the user decide  What if the user wanted to...  Instructions  Long lists  Home pages  Error messages © cxpartners 2007
  • 80. A process for simplicity Understand the users’ context Shrink, Hide, Embody Organise Eliminate waiting Test © cxpartners 2007
  • 81. Perfection is achieved not when there is nothing more to add but when there is nothing more to take away Antoine de Saint Exupery © cxpartners 2007
  • 82. No matter how cool your user interface, less would be better Alan Cooper © cxpartners 2007
  • 83. giles.colborne@cxpartners.co.uk © cxpartners 2007