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Brief Published: 21 May 2014

Lean Digital Design


The notion that “complexity kills” was explored at Advertising Week by Ben Jones, chief technology officer of global innovation agency AKQA (see our Advertising Week report for more). It’s becoming something of a mantra across online and mobile design, spurred by the success of simple, no-nonsense user interfaces on digital platforms such as dating app Tinder.

In April, Chrys Bader, co-founder and lead designer of private sharing app Secret, spoke to US tech blog GigaOm about his “allergy to complexity.” The design decisions for Secret - which has just secured an $8.6m round of investment - were driven by a desire to create a UI that “just gets out of the way.”

British newspaper The Telegraph this week launched a standalone World Cup site, Project Babb, designed primarily for mobile (see our report Winning at World Cup Marketing for more insight into brand strategies for Brazil 2014). In fact, as Telegraph’s head of product for mobile Alex Watson told UK media blog the Media Briefing, “I think with this kind of site – and this will prove me right or wrong – desktop will be something of a ‘nice-to-have’ as opposed to absolutely essential.”

Stylus Media & Marketing will be exploring the strategies of lean design and digital-first thinking in an upcoming report.