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Complex design is far easier and takes much less planning than simple design. It encompasses what your user might want to do, rather than understanding exactly what your user needs. Simplicity, it seems, requires more thought, planning, research and vision.

That sort of thinking, though, is counterintuitive. Not adding a new feature to a product, not creating a new rule to elicit a desired behavior--these notions rub against the Western sensibility. "A bias for action naturally leads us to want to do something," writes May. Which often leads us away from simplicity. Less may be more, but that doesn't mean it's easy.