19. Simplicity & Design

Technology has given us a rich life, but at the same time we feel uncomfortably ‘crowded’.

John Maeda, artist, graphic and interaction designer

The flood of information and opportunities has created a need for simplicity and clarity. According to Fogg, the motivation to act or change one’s behaviour is greatest when the ability (Ability) is simplified, e.g. when time or money is saved, physical effort is facilitated, thought cycles are simplified, social deviance (acceptance of the behaviour in a group) is present, or the action fits into already existing routine actions.

A trend towards simplification and thus lowering the threshold for action can be observed in many areas: For example, many applications offer to log in via an already existing account (Facebook, Google account) instead of laboriously filling out forms for new registration.

The widespread social media buttons for quickly sharing and spreading news or feedback (like button) are also such facilitations that reduce the time required and are less cognitively demanding.

The same is true of various apps that promise to make life easier and more beautiful, starting with weather apps, music apps or payment apps such as PayPal. And anyone who still knows the Yahoo search engine must be thrilled by the pleasantly “tidy” view of Google Search. Twitter also shines in a new, slimmed-down design and at the same time embodies the simplification of news content with its concept of “microblogging”.


Fogg Behavior Model, website

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