A framework for simplicity

From one of my favourite thought leaders and rockstar presenter at the 2009 Amplify Festival of Innovation and Thought Leadership hosted by AMP.

BJ Fogg’s definition of simplicity: The minimally satisfying solution at the lowest cost

The 6 facets of simplicity that influence behaviour

  1. Time
  2. Money
  3. (Time and money can be traded off depending which of these resources people have more of)
  4. Physical effort
  5. Brain cycles and cognitive challenge
  6. Social deviance ( if solution cause us to break the rules of convention, it inhibits our action )
  7. Non-routine ( people find things that are part of their routine simpler)

Each individual has a unique and different simplicity profile and it can be contextual, so that simplicity is a function of your scarcest resource AT THAT MOMENT!

See Simplicity profile tool in the video at 7.50.  Some customers would be happy to pay for customer support depending on their simplicity profile ( especially if they are time poor and resource rich)

Also…a difference between perceived simplicity and real simplicity – expectations play a key role. Set expectations high to change perceptions

The “diamond of user expectations” of cost and benefit converge to create emotions.

Give feedback to @bjfogg on Twitter or via comments on his Vimeo at