Who Asked for Double the Functionality?

You don’t want double the functionality in your product.

You want the device to have a singular function that performs very well. What is called an James J. Gibson would call an ‘affordance’.

An affordance is what the environment offers or provides to an organism.

When it’s got more than one function people don’t know where to start.

It’s about adding choice reduction to your platform on purpose.

The Sony Walkman removed the record button on early iterations to make it obvious to what it did.

I recently advised a brand to remove a loss leader product that was causing havoc in the sales department. The main product is now converting 30% higher.