Good design doesn't announce itself. It recedes, leaving only clarity. After seven years of designing products used by millions, I've come to believe that the most impactful work happens when you remove, not add.
The Problem with More
Every product team faces the same temptation: solve complexity with more features. A user can't find something? Add a shortcut. Engagement is dropping? Add a notification. The search results feel thin? Add filters.
Each addition makes sense in isolation. Together, they create noise.
The best interfaces feel inevitable — as if no other arrangement of elements could possibly work.
Constraints as Creative Tools
The most productive design sessions I've led started with constraints, not possibilities:
- What if the entire flow had to fit on one screen?
- What if we couldn't use any text labels?
- What if this had to work on a 4-inch screen in bright sunlight?
These aren't hypothetical exercises. They're forcing functions that reveal what actually matters.
A Framework for Reduction
When I approach a redesign, I use a simple three-step framework:
- Audit — Map every element on screen and trace its origin. Why was it added? What problem did it solve? Does that problem still exist?
- Rank — Force-rank elements by user value. Not business value, not stakeholder preference — user value.
- Remove — Start removing from the bottom of the list. Stop when removing one more thing would break the experience.
The third step is where most teams struggle. There's always a stakeholder who needs that one metric visible, or a PM who insists on the upsell banner. The designer's job is to hold the line.
Measuring Simplicity
Simplicity isn't subjective. You can measure it:
| Metric | What It Tells You |
|---|---|
| Time to first action | How quickly users understand the interface |
| Error rate | How often the interface misleads |
| Support tickets | What the interface fails to explain |
| Return visits | Whether users found the experience worth repeating |
If your redesign increases time-to-first-action, you haven't simplified — you've just rearranged.
The Takeaway
Designing for clarity is harder than designing for completeness. It requires saying no more often than yes, and defending empty space as vigorously as filled space.
The next time you're tempted to add a tooltip, a toggle, or a "just one more" feature — pause. Ask yourself: what would this screen look like if this element had never existed?
Usually, better.
This is the first in a series on design principles I've developed over my career. Next up: why consistency is overrated.