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Nice piece Simon.
I have always found that the seemingly simple things, to a users eye, are the things that have more complex thought processes put into their creation. Things that appear complex to users will normally have had less thought spent on them.
Making things simple to use isn’t simple at all – it’s actually the hardest thing to do – especially if there is a lot going on behind the scenes.
As an industry we are maturing and getting much better at this each year.