“Genius is the ability to reduce the complicated to the simple.”

I find it rare that time is set aside in a project to reflect if we can solve an interaction in a more simple way by taking features out of an interface. Usually, the users are met with a wall of text that nobody reads and a general cognitive overload.

The reason why startups like Klarna and Spotify are so successful is not that they have a whole new innovative idea per se, they deliver the same service but it is simpler than the competitor’s products.