UX : Simplicity is *not* hiding (Uber vs Workplace)

Simplicity is one of the most often used word in product circles and the least understood. It is one of those motherhood statements. Everyone has the awareness about simplicity but still the products end up being complex for the user. Simplicity is a very lengthy topic. In this blog post, I want to highlight one of the angles.

Many a times product designers segment users into normal users and advanced users. Then classify the features based on this segmentation. Hide all the features that advanced users need somewhere hard to find. Viola, simplicity.

Sorry, No.

In real world users are not advanced or normal. Situations are! I mean the use cases are advanced or normal, not the users. Classic example is the struggle I face with Uber.

Normal use case for Uber is to book a trip for myself. Advanced use case is, my parents landed in airport, they don’t know how to use Uber, I want to book Uber to pick them up from airport. Now, its me the same user, but a new situation. I struggle to do this in the Uber App. This is NOT simplicity.

One of the products that I admire a lot these days is Facebook’s Workplace app that we use at OrangeScape / KiSSFLOW. The UX has been designed keeping this philosophy of normal & advanced around the use cases instead of the user. I always find it easy to get advanced things done, when that situation arises. It works like a charm.

Use Cases not Users — Something to keep in mind folks!