Simplicity. It’s weaved into conversations about everything from to-do list apps to DVD players. We meet confusion (not the same as complexity) at the door of our design process and turn it away. Confusion isn’t welcome here — although, the sneaky bastard still finds its way into so many products.
In the battle against confusion we wrongly quote Einstein, or cite Hick’s law. We rattle off abstract statements, like: “lots of choices are bad”, “users today are demanding simplification”, “less is more”. User experience folk (myself included) proselytize