The more-more-more-attitude puts designers and product marketeers in an uncomfortable position. After all, most products and services are made for a homogeneous segment of a market — not tailored to the exact needs of one specific user. As much as us designers like to (and shareholders expect us to), trying to please everyone is not the answer. Not to mention completely impossible.
The problem is twofold. Let’s start with the first: delivery. Your average digital couch potato now has a shorter attention span and less patience. Paying for and installing an app, what was once a magical, fast, and smooth experience, is an act of commitment for many nowadays. You won’t believe how many people demand a convincing reason, your heartfelt speech, and your first-born child just to get them to try out a new app. Just think about that one friend who still refuses to download the Messenger app (seriously just get it already). Companies want to deliver content and services to customers as fast and easily as possible, but the increasing reluctance for the perceived installation-barrier is putting up a delivery obstacle. Our home screens are the new San Francisco — space is at a premium.