Mutual has purchased assets from The Rye Agency and our new website will launch in 2017.

Most people like simple most of the time.

They like kettles with their simple on/off switch. They like screw top bottles. They like doors that are clear whether they're push or pull (like a car door).

Each of those things could have been a lot more complex, but they didn’t need to be, and so they were designed to be simple.

Often simple ideas in User Interfaces are dismissed as being boring or conventional. That “they’re too obvious” or “not clever enough”. In their place we introduce complex widgets that make it that little bit harder for people to use - that little bit muddier - but are subjectively that little bit cooler.

The truth is that designing things to be simple is hard. You need to truly understand the problems you’re trying to solve and observe how real people experience those problems and then keep iterating until they no longer have that problem.

The goal is to boil things down into their most basic form. That basic form may seem obvious - that’s the point. But it only seems obvious now that it's clear that's the solution. It's obvious in hindsight. The design worked.

Things usually get muddy when the problem isn't well understood by those trying to solve it, or when there's too many cooks to spoil the broth.

Probably the most important thing in getting to this point is knowing when to say “no”. Sure, the button could be animated. Sure, we could add a dropdown menu next to it for more options. Sure, we could add a secondary button next to it. But “no”.

Usually the simple option, the boring or safe one is actually the perfect one.

It’ll work, and people will get it.