The secret to interactive success: “keep it simple, stupid!”

In 2003 the office supplies chain Staples changed its slogan from “Yeah, we’ve got that” to “That was easy”. The change came about because research showed that customers expected them to stock what they wanted – the problem was finding it. In 2005, they strengthened the message by introducing a big red button with “Easy” on it.

The real question is, does this approach ever not work? Apart from natural geeks, of whom that there aren’t that many, and who really shouldn’t be encouraged in any case, does any customer anywhere buying anything actually want the products they buy, or the buying process itself, to be needlessly complicated?  

Of course not! Why would they?

That’s why we turned Google into the monster it has become – it’s so damned simple. I’m convinced that Sky’s historically low churn rate in the face of fierce competition is down to the user-friendly nature of its brilliant remote control. (Contrariwise, behemoths like BT and Microsoft maintain their market position largely due to initial market dominance – not because of their commitment to making our lives simpler). 

Which is why, when a product appears that does complicated stuff, but which proves a doddle to set up and use, we should hunt down the designers and shower them with praise and awards. Obviously Apple has a higher strike-rate than just about anyone else. The iPod, iTunes, iMac, MacBook, Safari, iPhoto, iWeb – you name it, it’s easy to get started on, and dead simple to use. And I speak as someone who held out against the lure of Apple for years, until I found myself trying to run a run a business with two PCs and a laptop, all running Windows, and all sodding well not working properly (software problems, by the way – not hardware). Apple, I love you.

I’m also extremely fond of Ion. I was about to throw out all my old cassette tapes recently when I realized how much good, irrecoverable music was locked up in that fragile, hissy format. I bought a Tape2PC converter and have been happily transforming everything into MP3. The machine is gloriously easy to use, and the free EZ Audio Converter software, which is splendidly straightforward, is a delight. Every time I hit the button to send the recorded tracks to iTunes, I get a childlike thrill of pleasure from the sheer magic of it all. (The Ion turntable I bought two years ago was equally great). 

Of course, there have been many examples of ludicrously overcomplicated products and services – I remember with particular horror one Phillips DVD recorder whose operations would have bemused Stephen Hawking – but I’m in celebratory mode. 

You’re lost in a slightly menacing foreign city. You can’t understand the map the surly hotel receptionist practically flung at you, it’s staring to rain, you’re going to miss an important appointment, taxis won’t stop when hailed in the street, and when you try to ask for help the locals scowl and brush past you, muttering oaths. Then a kindly stranger stops and, speaking perfect English, carefully explains how you can get to your destination. Just to make sure you have understood, he walks part of the way with you. 

That’s what it’s like encountering a simple interface designed to be used by an averagely-intelligent human being.