01 Less is more
The less-is-more design principle was originally proposed by the architect Ludwig Mies van der Rohe. For UX, the underlying aim of this is simple: reducing the operational and cognitive costs of the users. In placing value on this, the design’s usability and consistency improve.
The less-is-more approach emphasizes simplicity as opposed to clutter or over-decoration in design. Several celebrated designs have surfaced as a result of this UX design principle, including the iPhone and iPod. In 2007, Apple streamlined the phone’s keyboard in pursuit of the less-is-more philosophy and the iPhone was birthed. Apple’s website also follows the same design principle.