“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).
– [Neil Hunt on Netflix’s A/B testing](http://www.quora.com/What-types-of-things-does-Netflix-A-B-test-aside-from-member-sign-up/answer/Neil-Hunt)
I also love the term “attentrons” for the energy people spend to comprehend elements of a design.