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Simplicity’s
Big Comeback JEREMY PERKINS
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New York Times 2013
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New York Times Today
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University of Illinois 2013
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University of Illinois Today
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Qualities
The new normal
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Generous white space
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Hidden navigation
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One message at a time
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Mandatory
scrolling
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How we got here
The comeback
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The web used to be simple
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Then screens got bigger
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Responsive? We have a problem
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Death to the sidebar
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Death to the sidebar
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Usability
Changing expectations
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Device usage, time spent 2010–14
source: Sta,sta
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The downward scroll
Usability change #1
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Shorthand
Usability change #2
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Make way for interface
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Logo = home
Then Now
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Magnifying glass = search
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Hamburger = navigation
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Consumable content
Usability change #3
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Active Facebook users 2008–15
source: Sta,sta
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Mobile broadband subscriptions 2007–14
source: Sta,sta
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source: Rolling Stone
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Focal points: good
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Focal points: bad
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Ingredients
Rich content
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source: Simply Scratch
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A focus on content
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Great photos, videos, copy
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Flexible content types
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Education at Illinois
A university example
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“Good design is
as little design as possible” Dieter Rams
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Dieter Rams
“Back to purity,
back to simplicity”
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Thank you
@iFactoryBoston @perjeremy