In UX projects, the simpler option is almost always the better, more user-friendly one. Though your service or product may be complex, that doesn’t mean your customer-facing web portals need to be. In fact, it’s important to remember that most customers want only the most basic information from you, such as “What is this?” and “How does it work?”
Simplicity can mean several things:
• Lots of empty space. In design terms, this is referred to as negative or white space (though, of course, it need not specifically be white). Dark text on a light background is easiest to read. In general, the more effectively ‘breathing room’ is placed between various page elements, lines of text, and zones of the page, the easier it is for the user to grasp where everything is.
• Fewer options. When users have to make choices, there is a lot of psychology at play – worry about making the right choice, confusion and doubt over the options, indecision paralysis and more. Studies have found that people faced with fewer choices generally choose more quickly and confidently, and are more satisfied with their decision afterwards (Roller, 2010).
• Plain language. Unless your website is aimed at a highly specialised technical field, there’s usually no need to get fancy with the words you use. Clear, simple, well-structured language is the best ption when creating a great UX.
• Sticking to conventions. As we’ve said before, conventions are excellent shortcuts for keeping things simple for users. There’s no need to reinvent the wheel and try to teach your users a whole new way of navigating a website.
