企业要走简约之道

    每天，我们得到的产品和服务都会把我们淹没在越来越复杂的技术之中，而我们真正希望的是在设计、形式和功能方面的返璞归真，是回归基本因素的极简主义。

    人们普遍把技术视为救世主，认为它能让我们的生活变得更容易、更快乐，而且更有意义，在这种环境下倡导简约概念听起来似乎有违正统。确实如此。但与此同时，技术的突飞猛进也产生了大量数据，制造出了有上千种功能的智能手机，还带来了任何智能生物终其一生都用不完的应用软件。就运算和数据传输能力而言，我们使用的许多数字设备都比以往更为强大。轿车已经实现了自动驾驶，心率监测设备可以穿在身上，衣服上还能安装传感器。

    这些东西变得太复杂了，搞得我们简直想干脆把它们关掉。我们希望以简单而且易于理解的方式来享受科技带来的果实，无论是下载电影还是晚上订外卖。我们无法让复杂的技术停止前进——实际上，我们喜欢这种复杂性带来的益处。但作为设计师，我们意识到已经到了把这种复杂性完全隐匿起来，让它不为人所见的时候了。

    许多做到了这一点的公司都变得家喻户晓，比如网络视频供应商Netflix和汽车租赁网站Zipcar。Snapchat也是如此，这个应用程序正处于高速增长状态。它能让用户发给别人的照片在几秒钟后神奇地消失。现在，人们每天通过Snapchat上传的照片最多高达两亿张。也就是说，作为短信界的新生力量，Snapchat正以创纪录的速度在这个服务领域向Facebook发起挑战。大家还记得Facebook吗？我那个正在大学的女儿最近告诉我，Facebook已经是明日黄花，Snapchat则很酷。原因就在于Snapchat在人们之间建立起了短暂、几乎是转瞬即逝的联系方式。它不仅独特，而且简单。它的工作原理并不是那么关键，关键问题在于它为何如此的成功。风险投资公司IVP认为，Snapchat“在这个信息超载的时代罕见地让人感到兴奋，同时急于进行消费”。

    每个人都曾因为某种产品使用起来过于复杂而遭遇挫折。今天，我们所面对的不光是某种产品，还有围绕这些产品的多种关系和渠道所形成的生态环境。这些让情况变得更加复杂，也是产品需要简化的另一个原因。看一看Nest Labs生产的Nest恒温器吧，它简单易用，让人觉得舒心。通过外观（亚光面处理）和功能（数字显示、Wi-Fi连接），它把普通的恒温器变得极为简约和时尚，成为家庭必备的智能设备。

    Every day we are inundated with ever more complex technologies in the products and services we are offered. Yet what we really crave is a return to simplicity and back-to-basics minimalism in design, form, and function.

    Invoking the concept of simplicity might sound like heresy at a time when technology is generally regarded as a savior that makes our lives easier, more enjoyable and meaningful. That's all true. But at the same time the onslaught of technology has also engendered big data, smartphones with a thousand features, and more apps to chose from than any sentient being could ever use in a lifetime. Our many digital devices come fitted with higher computational power and faster data communications than ever before. Cars are driving without us at the wheel. A wearable device monitors our heart rate, and our clothing is embedded with sensors.

    The complexity of things has become so overwhelming that we want to turn it off. We want to enjoy the fruits of that technology in a simple and easy to understand way, whether it's downloading movies or ordering takeout food for dinner. We can't stop the march of complex technology -- and in fact, we like the benefits that complexity brings us -- but as designers, we realize that it's time to keep that complexity neatly tucked away and out of sight.

    Many services that do are hugely popular, like Netflix (NFLX) and Zipcar. And then there's Snapchat, the fast-growing app that allows you to send photos that magically disappear within seconds of viewing. Users are now sending up to 200 million photos each day, which means this newcomer to the mobile messaging space is, in record time, rivaling Facebook (FB) in this service. You remember Facebook? My college-age daughter recently informed me that Facebook is so, yesterday, while Snapchat is cool.

    Here's why: The fleeting, almost ephemeral connection that Snapchat offers is not only unique, but simple. How it works isn't as critical as why it is so successful. Snapchat, says venture capital firm IVP, "creates a sense of excitement and an urgency of consumption that is rare in this era of information overload."

    Everyone can relate to being frustrated by an overly complex product experience. And today, we're not just connected to a single product but to an ecosystem of multiple links and channels surrounding that product, which compounds the complexity. This is why products need to be simple too. Look at the disarmingly simple Nest thermostat from Nest Labs. In both looks (brushed metallic finish) and function (digital display and Wi-Fi connection) Nest transforms the otherwise mundane thermostat into an utterly simple yet stylish must-have smart device for your home.