A study by the Nielsen Norman Group found that users make the decision to stay on or leave a webpage in under 10 seconds. That’s right—just ten seconds. All the time and effort you spent perfecting your design? Users are forming their opinions in the blink of an eye. There is one key principle that plays a crucial role in this decision-making process—the same principle that Steve Jobs built Apple around.

One Principle – Simple. Simplicity is harder than it looks.

Jobs said :

Simple can be harder than complex. You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.

– Steve Jobs

You know what? He’s right. Think about it—how many times have you crammed extra buttons into a user interface because it seemed “easier” to add one more feature? Or created an overly detailed wireframe, thinking it would impress stakeholders? (I’ve been there; I’ve done that.) But that approach is the complete opposite of what makes Apple’s products so undeniably… addictive.

Why Most Designers Ignore This Rule

Here’s the problem: We’re all juggling competing priorities. Users want everything at once—“Why can’t the app also make coffee?” Product managers are asking, “Can we just add five more tabs here?” And deadlines can make you question if time is even real.

The truth is, simplicity isn’t flashy. It’s not the kind of thing that will earn you a standing ovation in a design review. But—this is a big “but”—it achieves results. Simplicity isn’t just about visuals; it’s about reducing friction and making choices effortless. It’s about solving problems before users even realize they exist.

Want proof? Look at the original iPod: one wheel, one button. Revolutionary.

A Personal (Humbling) Story

Okay, confession time. A few years ago, I designed a dashboard for a SaaS app. I was excited and added every metric you could imagine: page views, engagement rates, conversion funnels, user heatmaps—the works. It was a data buffet (or so I thought). But when we launched, guess what happened?

Crickets. Users were overwhelmed. No one knew where to click.

That’s when it hit me: I had designed for myself, not the user. So, I went back to basics and cut everything down to three essential KPIs. Just three. Suddenly, the feedback shifted: “So clean!” “Finally, I understand what to focus on.” That redesign taught me a hard truth: less really is more.

How to Embrace Simplicity (Without Losing Your Mind)

Now, let’s get practical. How do you apply this principle to your own work without losing your sanity? (Because, let’s be honest, simplifying is a lot harder than it looks.)

Prioritize Ruthlessly: Ask yourself, “What’s the one thing the user absolutely needs here?” If it’s not mission-critical, it’s probably clutter.
Use the ‘Grandma Test’: Could your non-tech-savvy grandma use your design without instructions? If not, it’s back to the drawing board.
Say No More Often: This one’s tough, but Steve Jobs was a master at it. He once eliminated several Apple products to focus solely on the Mac, iPod, and iPhone. Saying “no” isn’t failure—it’s focus.
Test Like a Maniac: Simplicity isn’t just about gut instincts. Test your designs with real users. Observe where they struggle, fix it, and repeat.

The Emotional Payoff of Simplicity

Here’s the kicker: simplicity isn’t just good design; it’s emotional design. When users feel like your product “just works,” they’re grateful. They’ll remember that experience, share it with friends, and come back. That’s what Jobs understood better than anyone else. Apple’s success wasn’t built on having the most features; it was built on providing the best experience. And the best experience is always simple.

Your Challenge

So, here’s my challenge to you: the next time you’re designing something, stop and ask yourself, “What would Jobs do?” Then… cut, refine, and polish. Because simplicity isn’t just a principle—it’s a superpower.

Now, go make something amazing! Build your own simplicity story.