Sportsbet UCD Principle: Less is More

As designers this principle is critical. There are always lots of pressure to add more and more to please everyone who has an idea and every possible customer need.

Good designers are able to demonstrate that having too much offered to the customer at once is confusing. Clutter is bad for customers but also for business as it leads to choice paralysis and no clear paths which will block transaction funnels.

The ability to be ruthless with what should or shouldn’t be kept in is a discipline that takes practice. This ability helps not only create simple interfaces, but also impactful research and clear documents.

This applies as much to copy as it does for buttons and icons. The ability to create succinct copy is a key facet of a smooth user experience.

Great designers are able to demonstrate what the most import features for the customer and business are. There is no point removing all the good stuff and leaving the low value stuff.

Choosing the highest value items requires us to focus on appropriate customer groups and research. Without this customer focus it is too easy to add something ‘just in case’ and then something else and then something else… Pushing back on these extra bit of fluff is not always easy if stakeholders have their hearts set on it, but stakeholders aren’t customers.

The hardest aspect of ‘less is more’ is that it means that you might have to remove your own ideas if they don’t work for customers.

Here is a link to the other 9 Sportsbet User-Centred Design Principles