One of the usability principles our design team at RightIndem follow is the KISS (Keep It Simple Stupid) principle. We approach design in a way that is fluid, self-evident and straightforward. We have a clear understanding of our users and their emotions and potential distractions. This knowledge validates our use of KISS. When adopting KISS, it’s crucial to target your product or service to the correct user group. Identifying this user group should happen as early in your design process as possible, ideally taking place while requirements are scoped. This ensures prior to a shape being drawn in Sketch or ink being absorbed in paper, your design starting point will head in the right direction.

So, what are user groups and how do they differ?

Users can generally be split into three groups. These are Expert Users, Willing Adopters and Mainstreamers.

Expert Users

Willing Adopters


Due to people’s attitude towards products, there’s little graduation of users from one user group to the next. For instance, if you take a group of people who use Google Analytics you’ll find some users that have explored all the features it has to offer, others that have one or two specialist reports set up to run weekly or monthly reports, and others who just use it as a traffic count. Even after many years of use, these groups will remain largely the same as it’s the attitude and personality of the person that classifies them and not their years of experience with a product.

So, which is the best group to design for?

When designing for the mainstreamers you’re designing for the mass market. The Ford Model T is a classic example of designing for the masses. It was not the first car ever built, however it was the first to put simplicity at the heart of its vision. It’s intention:

We will build a motor car for the great multitude. It will be…small enough for the individual to run and care for…But it will be so low in price that no man making a good salary will be unable to own one. — Henry Ford on the Ford Model T

KISS revolves around a simple, intuitive design experience that allows users to complete their tasks with relative ease. The advantage of the KISS principle is that it shapes your attitudes and design thinking from the outset meaning all decisions are made to produce a simple and engaging experience for your user. Designing for simplicity means designing for mainstreamers.

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UI & UX Designer. Passionate about design, health & fitness and wellbeing.

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