“Simple Trumps Complete”

That phrase succinctly describes the most important design lesson I’ve learned this year: that focusing on the simple core of a concept is more important than filling out its features.

“Simple trumps complete” – a 5% feature (used by less than 5% of all users) is a distraction for all the other users, and is better removed, unless its really critical (a small number of users do need to cancel service, for example).

I also love the term “attentrons” for the energy people spend to comprehend elements of a design.