Products, services, and communications should be held to a standard of simplicity. Using task-based and qualitative survey techniques, we apply proprietary metrics to raise the bar from usability to simplicity.

How it works

The Simplicity Lab presents consumers with a variety of stimuli, such as online transactions, functional documents, or telephone trees. It first asks people to interact with the stimuli, using simplicity criteria to measure the actual experience. It then asks a series of questions about the experience, allowing the participant to rate it from a qualitative perspective. Based on the responses, we can assess both the consumer reaction and the potential business issue that is affected by the degree of simplicity the experience affords.

How can the Simplicity Lab help you?

Because the Simplicity Lab measures both perception and effectiveness, it helps organizations pinpoint critical opportunities to simplify-and thereby improve-the way they interact with their audiences. We can have a positive impact on consumer satisfaction (and compliance), which in turn relates to specific benefits to our clients, such as reduced reliance on customer service, more timely payments, and increased loyalty. A simpler experience benefits everyone.

The five planks of simplicity

Clear
Unmistakable meaning
Well organized
Accessible
Visually clear

Fresh
Brings a new twist or new element to the information
Shows insight into the materials and the situation
Goes beyond expectations
Is innovative
Is up-to-date

Honest
Expresses concerns and issues directly
Is straightforward and realistic
Communicates respectfully and candidly
Presents a balanced picture
Presents procedures and guidelines in a way that invites action

Useful
Saves time
Makes relevant offers and suggestions
Helps achieve goals
Is practical
Provides an appropriate amount of education and information

Inspiring
Removes barriers and concerns
Uses language and design in an edifying, uplifting way
Motivates one to take action
Takes one beyond the experience into a feeling of relationship