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4 ways to a simpler you
If your organization is struggling to achieve simplicity, here are some simple techniques that can help you cut
through the clutter:
Start with your site trac.
A look at your site trac is probably the best and fastest way to understand what your customers most value
and what they can do without. Which of your content and features are getting the most attention? Which are
being ignored? What are the top user paths? Which content is searched for the most? You’ll likely nd that the80/20 rule – where a small sub-section of your content sees the majority of activity – applies.
Try mobile frst.
The emerging practice of “mobile rst,” whereby companies organize their business around mobile as theprimary channel, is gaining in prominence (Google declared itself a mobile-rst company in 2010). Whateveryou think of mobile-rst as a business practice, trying it out as an experiment can help you boil down youroerings to their most bare and useful essence.
Get more objective.
Designers, developers and even executives can frequently get too close to their online initiatives. Install a
decision-maker who knows your business and customers well, but isn’t involved in the day-to-day of design and
development. That person will have the objectivity to ask hard questions and – where necessary – slaughter the
Test, test and test.
There’s nothing like the feedback of real users to break your internal logjams and provide clarity about
what’s valuable to them. If budget or timeline are concerns, testing informally with friends and family canstill produce valuable insights. And it’s better than no testing at all.
It’s time to get ruthless
Ruthlessly simple, that is. We’re moving quickly from a world where we stued in all the features we could, to onewhere we must strip away everything we can. The future belongs to the brands that can specialize, synthesize and
consolidate for a faster-moving and more distracted audience. Only the most disciplined will prevail.#