“The focus should not be on features, the focus should be on focus. An obvious application is a focused application. It is easy to explain to other people. It makes sense to those using it because the purpose of the tool is self-evident, and nothing in it strays from that purpose. Every feature supports the single activity the application is designed to support.”
“Trying to match competing products feature for feature is like running through a battleground under cover fire. You can run all you want, but you have to keep shooting to get anywhere….It’s not a fun way to do things….It’s exhausting. It’s also exhausting for users.”
– Robert Hoekman, Jr., “Designing the Obvious”
Synap Software, LLC 