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Week 16 Simplicity isnt that simple.html
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Week 16 Simplicity isnt that simple.html
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<h1 class="tagged-with">The following posts have been tagged <span class="tag">week 16</span></h1>
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<span class="ornamentation_r">☞</span> <span class="week week_16">Week 16</span> <span class="ornamentation_l">☜</span>
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<a href="http://52weeksofux.com/post/548149787/simplicity-isnt-that-simple" rel="bookmark" title="permanent link to this post">Simplicity isn’t that simple</a>
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<div class="entry-content"><p class="sketch"><img src="./Week 16 Simplicity isnt that simple_files/tumblr_l1exnexLkw1qz7ace.jpg"></p>
<p><em><span><span><em>"Simplicity is the ultimate sophistication."</em> </span></span></em>—Leonardo Da Vinci</p>
<p><span>Simplicity, by definition, is freedom from complexity; the absence of luxury or pretentiousness. Sophistication, on the other hand, often implies a sense of style, cultivated beauty and refinement. So is Da Vinci contradicting himself here?</span></p>
<p><span>On the contrary. I believe the ultimate level of sophistication happens when the refining process is so complete that there is truly nothing else to add and nothing else to take away; when the nature of a thing is perfectly represented and understood by its state and appearance. To behold it is to know and understand it.</span></p>
<p><span>This may seem overly philosophical, but as my co-author, Josh Porter, said recently, “Simplicity is much more than the trite “less is more” we so often hear. Simplicity is… about clarity.” And clarity comes from constant refinement.</span></p>
<p><span>John Maeda’s First Law of Simplicity states: <span><em>The simplest way to achieve simplicity is through thoughtful reduction.</em> <span>Refinement that is thoughtful, calculated, and whenever possible and appropriate, based on data is one of the fundamental tools of any designer.</span></span></span></p>
<p><span><span><span>Anyone who occupies themselves with the task of creating truly usable products becomes instantly aware that achieving simplicity is not that simple. For any single feature in a product we must take into account the way it looks, the way it functions, its place in the overall system, affordances to help convey context of how and why it is to be used, as well as taking into account the motivation of the user.<br></span></span></span></p>
<p><span><span><span>Designers are in a constant process of weighing each decision against previous ones, against common conventions and against the user’s goals in order to create an interface, a product or a service that is clear in all its meaning and function. There is no denying the difficulty in this process. There is a delicate balance between the simplicity of use and the complexity of usefulness. But it is true the product that is clear in its purpose, elegant in its execution and simple in its use will set itself apart from the competition and endear itself to the user.</span></span></span></p>
<p><span><span>Designing for simplicity is a process of calculated refinement. </span></span></p></div>
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<span class="date" title="posts on this day"><span class="published updated" title="2010-04-25T10:28:20-00:00"></span>April 25, 2010</span>
<span class="hcard">by <span class="fn">Joshua Brewer</span></span>
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<div class="entry-content"><p class="sketch"><img src="./Week 16 Simplicity isnt that simple_files/tumblr_l1ecca65vL1qz8ohs.jpg"></p>
<p>Remember when hit counters were all the rage? I do. I remember putting them at the bottom of my web pages to see how many people were reading and then reloading them incessantly to watch the number go up. Time was when hits and page views were the king of web metrics. But now we have a new metric to focus our energy on: <em>engagement</em>. How engaged are our users, we ask? How often do they visit? Are they really involved in our design, or did they give up on it?</p>
<p>Here follows a list of engagement metrics that have been used over the years. As you go down the list the metrics go from almost meaningless (hits) to very meaningful (daily active users). This is a spectrum of engagement metrics that you can use for your own projects.</p>
<ul><li><strong>Hits</strong>: How many requests hit the server? This is the most broad metric there is, how many requests were made to a server. This includes hits to images, scripts, files, and anything else and could come from anything, even non-humans like search spiders or applications. </li>
<li><strong>Page views</strong>: The driver of web economics for many years, page views were simply hits to web pages. They were the backbone of web analytics for many years, and some antiquated advertising platforms still rely on them as a metric for engagement. </li>
<li><strong>Visits</strong>: How often do people visit your site? Visits are a series of page views from a uniquely identified computer (not necessarily a person). This gives you a sense of the overall volume of activity, but could mean little if lots of people are simply visiting and leaving immediately or if one person is visiting every five minutes. Another way to see how visits can be deceiving is that 1 million visits could either be 1 person visiting a million times or 1 million users visiting and leaving immediately. </li>
<li><strong>Unique Visitors</strong>: How many individuals visit? This gives you an overall idea of how many people you’re dealing with. One visitor can make many visits.</li>
<li><strong>Returning Visitors</strong>: How many people come back to your site more than once? This is a beginning to get to a decent measure of engagement as it suggests that someone is getting value more than once from you. It also includes, however, those folks who came through a link to you twice or more and weren’t necessarily knowingly engaged. </li>
<li><strong>Registered Users</strong>: Registered users is a valuable engagement metric because it includes only those people who took some step to become a user in the system. This means they made some decision to create an account, which immediately separates them from those who merely visit. </li>
<li><strong>Customers</strong>: These are people who have completed a customer transaction with you, so are very valuable people to be aware of. They often include those registered users who decided to go the extra step and give you money. </li>
<li><strong>Frequency</strong>: Measures how often people return to the web site. It is calculated by dividing the total number of visits by the total number of unique visitors. It is often used to measure loyalty. </li>
<li><strong>Time on Site</strong>: Reflects how much time people spend using your application. All else being equal, the more time they spend, the more engaged they are. </li>
<li><strong>Daily Active Users</strong>: Reflects what percentage of your user base comes back each day. This is a key engagement metric because it signals high engagement, as it only includes registered users who visit each day (thus they are returning visitors). This is one of the key metrics used by social networks. </li>
</ul><p>Going further, as we investigate metrics more and pull them into our UX projects, we can get even more specific to our own situation. This usually comes in the form of specific actions (like who invited others, who started a group, who publishes a lot of content) that are a core part of whatever it is we’re building. For each design project, the core actions and metrics will be slightly different. However, your core engagement metrics will probably include some combination from the above list as you’ll constantly need to know if you have enough engaged people to keep you in business.</p></div>
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<span class="date" title="posts on this day"><span class="published updated" title="2010-04-25T10:28:00-00:00"></span>April 25, 2010</span>
<span class="hcard">by <span class="fn">Joshua Porter</span></span>
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<p class="hcard"><span class="fn"><a href="http://www.twitter.com/bokardo" class="url" rel="me">Joshua Porter</a></span> is a long-time interface and product designer and is currently Director of UX at <a href="http://www.hubspot.com/" title="All in one marketing software">HubSpot</a>. He is also the publisher of <a href="http://bokardo.com/">bokardo.com</a> and wrote the book <a href="http://bokardo.com/archives/designing-for-the-social-web-the-book/">Designing for the Social Web</a>. <a href="http://www.twitter.com/bokardo">
Follow Josh Porter on twitter</a>.</p>
<p class="hcard"><span class="fn"><a href="http://www.twitter.com/jbrewer" class="url" rel="me">Joshua Brewer</a></span> is a designer with a love for beautiful, usable products. He is currently Principal Designer at <a href="http://www.twitter.com/">Twitter</a> and the former Director of UX at Socialcast.com. <a href="http://www.twitter.com/jbrewer">Follow Josh Brewer on twitter</a>.</p>
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