Let\u2019s begin.\u00a0<\/span><\/p>\n KISS stands for <\/span>\u201cKeep it simple, stupid!\u201d <\/b>Variations include \u201cKeep it short (and) simple\u201d or \u201cKeep it simple (and) straightforward.\u201d<\/span><\/p>\n The KISS principle reminds us that simple solutions are often the most effective ones. It can be applied to almost any field\u2014engineering, software development, marketing, project management and, of course, design.\u00a0<\/span><\/p>\n Whatever scenario you apply it to, the KISS principle advocates for approaches and solutions that are simple, uncomplicated, clear, and straightforward.<\/span><\/p>\n We\u2019ll take a closer look at how the KISS principle applies to UX design shortly. First, let\u2019s consider where KISS comes from.\u00a0<\/span><\/p>\n The KISS principle is thought to have been coined in the mid-1900s by Kelly Johnson, an American aeronautical engineer who worked for the Lockheed Skunk Works\u2014a secret division of Lockheed Corporation responsible for designing and developing aircrafts.\u00a0<\/span><\/p>\n Legend has it that Johnson told the designers he was working with that whatever they designed must be simple enough that someone could repair it quickly and easily within the context of battle, with only basic knowledge\/training and simple tools.\u00a0<\/span><\/p>\n This same message is meaningful in many different professions. In software development, the KISS principle favours clean, simple code. In marketing, KISS promotes the idea of communicating with your audience in a way that\u2019s simple, easy to understand, and clearly conveys the core value or message.\u00a0<\/span><\/p>\n Now how about KISS in UX and product design? Let\u2019s take a look.<\/span><\/p>\n [GET CERTIFIED IN UX]<\/p>\n Take our Professional Diploma in UX Design course<\/span>\n <\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n We know that the KISS principle encourages simplicity. In the field of UX and product design, this is often synonymous with usability.\u00a0<\/span><\/p>\n Ultimately, the simpler a product or service is, the easier it is to use. This applies to how many options the user is presented with, the kind of language and messaging they encounter throughout the product or service, and the simplicity (or complexity) of the navigation system at play.<\/span><\/p>\n Imagine you\u2019re using a new coffee machine for the first time. You just want to make a simple espresso, and you\u2019re expecting to pop in a capsule and press a button\u2014nothing more. But, when you approach the machine, you\u2019re confronted with a dozen different buttons. Not only are you overwhelmed with options; the icons and labels used for each button don\u2019t make it clear as to what type of coffee or function the button represents.\u00a0<\/span><\/p>\n After fiddling around for ten minutes to no avail, you give up and make a cup of tea instead. The kettle, with its simple on\/off switch, presents a much easier solution. The overly complicated coffee machine remains unused\u2014and therefore useless.\u00a0<\/span><\/p>\n If the coffee machine had been designed with fewer options, or at least more clearly-labelled options, it would be much more suitable for the everyday user. But, with its complex, over-engineered design, it\u2019s rendered inaccessible and doesn\u2019t actually serve the target user\u2019s needs.\u00a0<\/span><\/p>\n The same goes for apps, websites, and indeed any kind of product or service we encounter in our lives. The design needs to be clear, accessible, and usable for the intended audience\u2014and often, this means keeping it simple.<\/span><\/p>\n KISS can also be applied to the <\/span>UX design process<\/span><\/a> itself. In fact, you\u2019re probably already applying it without even realising.\u00a0<\/span><\/p>\n When you conduct <\/span>user research<\/span><\/a> and define the problem you want to solve, for example, you should always aim to focus on just one single problem at a time. The same goes for your design systems and your UX documentation; the simpler you keep them, the easier it will be for the whole design team to use them.\u00a0<\/span><\/p>\n You can even adhere to the KISS principle when it comes to your tool stack, only using the <\/span>UX design tools and software<\/span><\/a> that are really necessary. Introduce too many and you\u2019ll find that things soon get complicated and confusing!<\/span><\/p>\n From an operational perspective, the KISS principle helps to streamline your processes, keep you focused on solving one user problem at a time, and generally establish a more straightforward and efficient way of working.\u00a0<\/span><\/p>\n When applied to UX and product design, the KISS principle benefits everybody: the designers, the end users, and the business.\u00a0<\/span><\/p>\n Here are the key benefits of keeping things simple in UX:<\/span><\/p>\n There\u2019s a lot to be said for keeping things simple!\u00a0<\/span><\/p>\n [GET CERTIFIED IN UI DESIGN]<\/p>\n Take our Professional Certificate in UI Design course<\/span>\n <\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n Look around you and you\u2019ll find countless examples of products and services that adhere to the KISS principle. Google, Apple, and Airbnb all spring to mind\u2014renowned for their clean, clutter-free interfaces, simple language, and self-explanatory features.\u00a0<\/span><\/p>\n What other brands and products effectively apply the KISS principle? Let\u2019s take a look.<\/span><\/p>\n The Nespresso mobile app applies the KISS principle through and through. The home screen contains a simple menu comprising just five items\u2014all of which are instantly recognisable thanks to clear labelling and icons.\u00a0<\/span><\/p>\n This beautiful simplicity continues throughout the app. Select the \u201cRe-order\u201d function and you\u2019re taken to an even simpler screen which lists the dates of all your previous orders. You can click on any order date to repeat that order\u2014no need to browse through all the different coffee types again (unless you want to, of course).\u00a0<\/span><\/p>\n The Nespresso app embraces the KISS principle in its <\/span>UI design<\/span><\/a>, its microcopy, its navigation, and its functionality. The result is a user-friendly, easy-to-navigate service that enables you to restock your favourite coffee in just a few clicks.<\/span><\/p>\n The Hemingway app is an in-browser editing tool that highlights grammar and readability issues in your writing. Anyone can paste their writing into the tool and immediately see areas for improvement.\u00a0<\/span><\/p>\n The app is simple in both functionality and design. Even for first-time users, it\u2019s unmistakably clear how the app works and where you need to paste your text. And, thanks to the straightforward explanations and colour-coded highlights, you can very quickly figure out what each highlight means.\u00a0<\/span><\/p>\n By adhering to the KISS principle, the creators behind the Hemingway app have achieved something incredibly useful and user-friendly\u2014a tool you\u2019ll want to return to time and time again.\u00a0<\/span><\/p>\n The Indeed website has been designed around one core goal: to help people browse jobs in their chosen location. As soon as you land on the site, its purpose and functionality is crystal clear. You\u2019re greeted with just two search fields: one for the \u201cWhat\u201d (the job title or keywords you want to search for) and one for \u201cWhere\u201d (the city or country you want to work in).\u00a0<\/span><\/p>\n Other than that, there\u2019s not much else to see! The Indeed homepage is abound with whitespace, accompanied by a few discreet additional menu items and available actions for the user to take.\u00a0<\/span><\/p>\n In this case, the KISS principle doesn\u2019t only serve to create a clean, clutter-free aesthetic. Most importantly, it makes it easy for the user to accomplish their task of browsing jobs. It ensures that the process is self-explanatory, straightforward, and as pain-free as possible\u2014just as job-searching should be!<\/span><\/p>\n We\u2019ve seen the KISS principle in action. Now how do you apply it to your own UX work?<\/span><\/p>\n Here\u2019s how designers can embrace the KISS principle.<\/span><\/b><\/p>\n Let\u2019s explore these in more detail.\u00a0<\/span><\/p>\n If you try to solve too many challenges at once, you\u2019ll likely end up with an overcomplicated, feature-heavy product that\u2019s difficult to use. Your users might not even understand what your product is supposed to do or how it\u2019s meant to help them.<\/span><\/p>\n The most successful websites, apps, and services are those that have become known as the go-to for a specific thing. We know that Airbnb is the number one destination for holiday rentals, that Spotify is for listening to music, and that we open Google Docs if we want to create a text document. Sure, all of those platforms offer additional functionality, but they were originally built to serve one main purpose.\u00a0<\/span><\/p>\n When it comes to UX, you don\u2019t want your product to be a Jack of all trades, master of none. Focus on creating one solution to just one problem, and focus on doing it well.\u00a0<\/span><\/p>\n As you focus on solving just one main user problem, it\u2019s important to be selective when choosing the features and functionality that your product or service will offer.\u00a0<\/span><\/p>\n Remember our complex coffee machine example from earlier? In that scenario, all the user wanted to do was make a simple espresso. But the machine offered so many options and functions, making it overly complicated\u2014impossible, even\u2014for the user to find the function they wanted.\u00a0<\/span><\/p>\n Consider what features and functionality are absolutely necessary for enabling your users to complete their desired tasks, and what ones are handy but not strictly essential. Depending on what it is you\u2019re designing, you might want to leave out the nice-to-haves and focus on a simple, core feature set.\u00a0<\/span><\/p>\n Take inspiration from Nespresso, the Hemingway app, and Indeed (the examples we shared previously). All of these products prioritise one main feature or function; everything else is in the background.\u00a0<\/span><\/p>\n UX writers and content designers<\/span><\/a> must also embrace the KISS principle. All microcopy and messaging the user encounters throughout and in relation to your product should be clear, simple, and easy to understand.\u00a0<\/span><\/p>\n Avoid jargon, keep sentences short and straightforward, and try to write in the active voice as much as possible.\u00a0<\/span><\/p>\n Imagine you\u2019re writing copy for a messaging app where the user needs to come up with a unique username. How might you inform them that the username they\u2019ve typed in is already taken?<\/span><\/p>\n You could say: \u201cUnfortunately, this username is not available\u2014someone else is already using it. All users require a unique username.\u201d\u00a0<\/span><\/p>\n But that\u2019s a pretty long message to have on an app screen. And, while it\u2019s implied that the user must come up with a different name, it isn\u2019t explicitly clear. You could simplify and improve the clarity of the message as follows:<\/span><\/p>\n \u201cThis username is already taken. Try another one!\u201d\u00a0<\/span><\/p>\n Simple, to the point, and absolutely clear as to what the user should do next.\u00a0<\/span><\/p>\n As you embrace the KISS principle, make sure you\u2019re also prioritising accessibility and inclusivity. You can learn more about <\/span>how to design accessible and inclusive content in this guide<\/span><\/a>.<\/span><\/p>\n One of the best things you can do for your users is to design a simple, straightforward navigation system.\u00a0<\/span><\/p>\n Simplify the navigation by limiting the number of options or pathways available to the user, and make sure that your <\/span>information architecture<\/span><\/a> prioritises the most important steps in the user\u2019s journey. You might use progressive disclosure, revealing additional options to the user only in certain contexts.\u00a0<\/span><\/p>\n At the same time, make sure your navigation system is clearly labelled and signposted. Use immediately understandable, unambiguous labels for menu items\u2014just like our Nespresso app example, where it\u2019s instantly obvious that the \u201cRe-order\u201d button will start the process of repeating a past order\u2014and adhere to the <\/span>essential principles of icon design<\/span><\/a> to ensure clarity of meaning, familiarity, and consistency. <\/span><\/p>\n KISS also applies to UI design\u2014but keeping it simple doesn\u2019t necessarily mean you have to limit your creative expression, do away with playful visuals or stick to unadventurous colour schemes.\u00a0<\/span><\/p>\n Rather, the goal is to remove any unnecessary visual clutter so that the most important elements and features take centre stage. If your UI design is too \u201cbusy\u201d or overwhelming, it may prove difficult for users to find what they\u2019re looking for.\u00a0<\/span><\/p>\n View your final designs with a critical eye (and have others do the same). Any visual elements that are confusing or detracting from the key message may need to be removed. Keep it beautiful, yes, but most importantly, keep it functional, accessible, and simple.\u00a0<\/span><\/p>\n As you may have noticed, applying the KISS principle in UX design is often about prioritisation. What\u2019s strictly necessary for helping the user achieve their goals? What elements can be simplified or removed for a smoother user journey? Ask yourself these questions throughout the design process and you\u2019ll naturally move towards simpler, more straightforward, and altogether more user-friendly products.<\/span><\/p>\n<\/a>What is the KISS principle?<\/strong><\/span><\/h2>\n
<\/a>Where does the KISS principle come from?<\/strong><\/span><\/h2>\n
<\/a>How does the KISS principle apply to UX and product design?<\/strong><\/span><\/h2>\n
The KISS principle helps to design usable, accessible products<\/span><\/h3>\n
The KISS principle streamlines the design process and keeps you focused<\/span><\/h3>\n
<\/a>What are the benefits of applying the KISS principle to UX?<\/strong><\/span><\/h2>\n
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<\/a>Examples of the KISS principle in action: Nespresso, the Hemingway app, and Indeed<\/strong><\/span><\/h2>\n
KISS principle example #1: The Nespresso app\u00a0<\/strong><\/h3>\n
![\"\"](\"https:\/\/www.uxdesigninstitute.com\/blog\/wp-content\/uploads\/2023\/10\/Screenshot-2023-10-09-at-00.20.43.png\" "\\"\\"")
<\/p>\nKISS principle example #2: The Hemingway app<\/strong><\/h3>\n
![\"Hemingway-app-scrrenshot\"](\"https:\/\/www.uxdesigninstitute.com\/blog\/wp-content\/uploads\/2023\/10\/Screenshot-2023-10-09-at-00.23.27.png\" "\\"\\"")
<\/p>\nKISS principle example #3: The Indeed website<\/strong><\/h3>\n
![\"\"](\"https:\/\/www.uxdesigninstitute.com\/blog\/wp-content\/uploads\/2023\/10\/Screenshot-2023-10-09-at-00.26.30.png\" "\\"\\"")
<\/p>\n<\/a>How to use the KISS principle: 5 practical tips for designers<\/strong><\/span><\/h2>\n
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1. Focus on just one user problem at a time\u00a0<\/span><\/h3>\n
2. Be selective when it comes to features and functionality<\/span><\/h3>\n
3. Simplify your language (KISS goodbye to jargon!)<\/span><\/h3>\n
4. Keep navigation as simple and straightforward as possible<\/span><\/h3>\n
5. Remove unnecessary visual clutter<\/span><\/h3>\n
<\/a>When should you NOT apply the KISS principle?<\/strong><\/span><\/h2>\n