One of your main jobs when you create a digital product is to keep things as easy as possible. There was a tagline for an advert a while back that said “because life’s complicated enough” and that’s true for near enough all of us, near enough all the time.
We look for time savers and things to uncomplicate our lives – even if we end up buying expensive gadgets that we don’t really know how to use and that sometimes complicate more things than they solve. Admit it, most of the features on your mobile phone are still completely unused!
That’s actually the dilemma.