How to instantly make your digital product simpler to use.

December 19, 2019

The problem

A common mistake made during product design is trying to cram lots of clever functionality into each and every page of your digital product.  This usually makes for a confusing, frustrating experience.

Whilst using your product, a user should be able to say “To do this, I go here”.

The solution

Instead, break down each page by primary user need — ask: what is each page’s primary purpose?

It could be:

  • to search for something specific
  • to add an item
  • to manage a group of items
  • to view/access a group of items
  • to upgrade their subscription

If there are multiple primary actions, then you’ll need to break them apart into separate pages. The primary action should be unmissable, whilst reducing the prominence of any secondary actions (for example with an ellipsis menu, or remove it entirely).

“After our first call, I knew I wanted to work with you guys, and I couldn’t be happier with how it’s all worked out.”
Clare Stoker
VP, Alliance Bernstein
“Absolutely brilliant! I can't thank you enough for what you have given us.”
Paul Long-Collins
Branch Manager, RSPCA
"You embody the spirit of design thinking, and that’s exactly what we need."
Simon Jones
Research Director, Ipsos Mori
“Produced outstanding work with lasting positive customer feedback.”
Yann Cluchey
OPI CTO, GfK