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The Intersection of Great Design and Business Success: ROI Through Simplicity

The Intersection of Great Design and Business Success: ROI Through Simplicity
Reading Time: 6 minutes

Is your best product a labyrinth or a beacon?

Forget about fancy and focus on future-proof. Don’t get swept away by unnecessary complexity — it’s a new era where simplicity is the new luxury. And the best leaders are investing in clear captivating design that cuts through the noise.

The design of your product or app can make or break its success. Competition is fierce and consumer attention is fleeting. The intersection of great design and business success has never been more critical; it’s the difference between thriving and falling behind.

Leading companies realize a well-designed product, software application, or mobile app is a powerful way to drive customer and employee engagement. At the heart of great design lies an understanding of simplicity and new tools available to designers like AI.

At GAP, we believe simplicity in design can be a game-changer when it comes to return on investment (ROI). While AI may be 40 times more efficient than humans at generating ideas, “humans and AI working together outshine either working solo.”

Understanding Great Design

Great design goes far beyond aesthetics. It is about creating a holistic experience, combining functionality, usability, and visual appeal. A well-designed product seamlessly integrates into the user’s life, making their interactions effortless and enjoyable. It is the result of careful consideration of user needs, industry trends, and technological advancements.

But in a world that sometimes applauds all the bells and whistles, we often find simplicity is key. In this realm, simplicity means stripping away unnecessary complexity and instead focusing on the core functionality and purpose of the product or app. The principle of simplicity offers numerous benefits, including enhanced usability, faster decision-making, and improved user retention.

Improving ROI with Design

ROI is a critical metric for businesses. It measures the profitability of an investment relative to its cost. While ROI is often associated with financial investments, it is equally applicable to design. Every design decision has an impact on the user experience, which in turn affects the business’s bottom line. Forrester reported for every dollar invested in UX, there’s a return of $990.

Investing in great design yields substantial returns. A well-designed product or app not only attracts more users but also increases user satisfaction and loyalty. It reduces friction in the user journey. Additionally, great design can differentiate a business from its competitors, ultimately yielding higher revenues.

One obvious example of simplicity in design is Apple. Known for its minimalist design philosophy, Apple’s products are celebrated for their aesthetic and ease of use. Apple’s design approach has not only garnered a massive user base but also translated into substantial financial success.

Implementing Simplicity in Design

Achieving simplicity in design requires a deliberate, restrained, and thoughtful approach. Here are some practical steps to simplify design without sacrificing functionality:

  • Focus on Core Features: Identify the most critical features of a product and prioritize them.
  • Eliminate Clutter: Remove unnecessary elements that do not add value to the user experience.
  • Use Clear and Concise Language: Ensure instructions, labels, and content are easy to understand.
  • Leverage Design Tools and Techniques: Utilize design tools and methods supporting simplicity, such as wireframing and prototyping.
  • Iterative Design Process: Continuously gather feedback and make improvements to refine a design.

The Impact of Simplicity on User Experience

User experience is at the core of great design. It encompasses the user’s emotions, attitudes, and behaviors when interacting with a product or application. Simplicity plays a crucial role in shaping the user experience and can have a profound impact on its success.

A simple and intuitive user interface reduces cognitive load, making it easier for users to navigate and find what they are looking for. By eliminating unnecessary complexity and distractions, businesses can guide users toward their desired actions and goals, leading to a smoother and more enjoyable user experience… and this increases user satisfaction.

Simplicity also improves accessibility. A design with clear visual hierarchy and intuitive navigation accommodates users of all abilities and levels of technological proficiency. Inclusivity not only enhances the user experience but also expands the potential user base and market reach of a product or app.

If your company wants to increase online sales:

  • Redesign the check out process, making it easier and faster.

If your company wants to increase customer retention:

  • Review feedback from your customers and redesign the support process.

If your company wants to improve product usability:

  • Redesign website layouts and/or physical product interfaces to eliminate any confusing or overly complex elements in your product design.

Organize functionalities and content in simpler, logical, easy-to-navigate ways that aligns with your users’ expectations.

User Experience Advances

Generative AI technologies have significantly advanced the fields of user experience and user interface design. By leveraging the powerful capabilities of these AI systems, designers can create personalized digital experiences tailored to individual users not possible previously.

Enhanced Personalization

Generative AI has revolutionized personalization in UX/UI by enabling highly-tailored experiences for users. Traditional personalization methods relied on basic data such as user preferences and browsing history. Now, generative AI can analyze vast amounts of data — including real-time user interactions — to create a more nuanced and dynamic understanding of each user.

  • Context-Aware Adaptation: Generative AI can adjust the UI based on the user’s current context, such as location, time of day, and activity. For example, a travel app can change its interface to highlight different features when the user is at the airport versus when they are at home.
  • Dynamic Content Generation: AI can create content on-the-fly, highly relevant to individual users. News apps, for instance, can generate personalized news feeds catering to the user’s interests and reading habits.
  • Predictive Personalization: By analyzing patterns and predicting future behavior, generative AI can proactively offer suggestions or changes to the UI users might find useful. E-commerce platforms can suggest products not just based on past purchases but also based on predicted future needs.

Accelerated Design Process

Generative AI significantly accelerates the design process, making it more efficient and innovative. This improvement encompasses various aspects of design generation, prototyping, and iteration:

  • Automated Design Generation: AI tools can automatically generate design elements, layouts, and entire prototypes based on a set of inputs or design guidelines. Designers can quickly explore a wide range of design options without manually creating each one. Tools like Adobe Sensei and Figma’s AI features help designers by providing intelligent suggestions and automating repetitive tasks.
  • Iterative Testing and Feedback: Generative AI can simulate user interactions and provide real-time feedback on design choices, enabling rapid iteration. By analyzing how users interact with prototypes, AI can highlight areas for improvement and suggest modifications to enhance usability and engagement.
  • Collaboration Enhancement: AI-driven design tools facilitate better collaboration among design teams by providing a common platform where ideas can be generated and refined collaboratively. These tools can integrate feedback from multiple stakeholders and synthesize it into cohesive design updates, ensuring the final product aligns with the vision of all team members.

Simplicity Brings Success


Good design isn’t a trend; it’s a powerful strategy for achieving business success. Most are familiar with this quote from IBM CEO Thomas Watson Jr.: “Good design is good business.” By focusing on user needs and eliminating unnecessary complexities, businesses can create products that are more enjoyable to use, which leads to increased customer loyalty, market differentiation, and higher revenues.

As generative AI continues to transform the design process, businesses embracing simplicity and leveraging new technologies will be well-positioned for long-term success in an increasingly competitive marketplace.

Investing in great design is an investment in the future of a business, and simplicity should be at the forefront. The future of business success lies at the intersection of simplicity, innovation, and design excellence.

Take the first step today by partnering with GAP’s team of designers and AI experts. We’ll work with you to understand your business objectives, customer needs, and market landscape, crafting tailored digital experiences fostering long-term customer loyalty. Contact us today!