There is a false belief out there that has us all very mistaken, in many aspects of life. That old idea that the more we have, the richer we are. A notion that has led us to believe that more is always better. And that luxury always comes with an abundance of things. Something completely at odds with Single-Purposed Design.
But this false belief has been in crisis for centuries. Marie Antoinette herself realized back in 1783 that palace life and its opulence were not exactly synonymous with luxury and more and more people, across all kinds of domains, are choosing precisely the opposite: simplicity.
The simple is gaining ground over the opulent, the complicated, and the overcrowded. In the digital world too. Fewer and fewer products or services promise solutions that cover absolutely all of their users' needs. Because simplicity is a rising value.
In this article we will talk about that value which is sometimes so overlooked, and give it a name: Single-Purposed Design. We will explain the keys to understanding this digital design approach and why it is important to keep in mind when bringing your products and services to life.
He who chases two rabbits catches none. As the saying goes, products designed to respond to thousands of needs or offer thousands of different services are doomed to fail. And Single-Purposed Design is precisely the kind of design that tries to avoid that.
When we refer to Single-Purposed Design, we mean a design philosophy that aims for a product or interface to focus on solving a single problem clearly, eliminating distractions. In other words: design that has one clear objective and works toward achieving it.
You might be thinking: but if my product or service offers several solutions, do I have to give some of them up? The answer is no. The key to Single-Purposed Design is not about giving things up — it is about designing under a single objective.
Most products or services include more than one tool, solution, or feature. But only those that are able to bring them together under a single purpose are the ones that manage to give their design meaning. Here is an example:
Google is a search engine with multiple services beyond its classic search bar. One of them is Google Lens, an image-based search tool. These are two different services, but in Google's case both complement each other and work because the brand's purpose (and its design) is unique: to make it easy for you to find whatever you need. Whatever the format.
A design with a single purpose is simpler. And reducing the cognitive load on users is always a good thing. Especially when you consider that human attention spans have done nothing but shrink in recent decades.
But the truth is that the advantages of Single-Purposed Design go far beyond mere simplicity. Having a single purpose when designing has an impact on many other elements:
Improves usability — Products and services designed with a single purpose are easier to use and navigation is far more intuitive. If you design with one objective in mind, the user who approaches your product with that premise will move through it more naturally. As if they owned the place.
Reduces learning time — When things are clear and there are no hidden agendas or alternative services, users become familiar with the product faster and do not need as much time to understand your product or service. Complex products with thousands of tools or services often overwhelm newcomers.
Increases user satisfaction — Everyone likes to achieve what they are looking for as easily and quickly as possible. So a single-purposed design helps users accomplish their goals within your product or service and makes them feel more satisfied with themselves — and with you.
It sounds easier than it is. The luxury of simplicity is a luxury for exactly that reason: it is not easy and not everyone is capable of pulling it off. But it can be done. You just need enough patience to make the right decisions and stick to a specific plan.
The first step (and probably the most important) for Single-Purposed Design is being clear about that single purpose to which you want to align your product. What do you want users to achieve when using your product or service?
As we have already mentioned, the point is not to give things up but to refocus your design and find that one purpose that gives your product or service meaning and continuity. Often it is a matter of perspective that helps you connect the dots and create a unique, coherent design.
If your product or service includes many different tools or solutions, the challenge is knowing how to connect them all. Something that can help you find that "shared purpose" is analyzing how your user uses the different tools and understanding the journey they follow. Very often, that journey is the key to finding the purpose.
Sometimes you do have to give things up. Once your purpose is crystal clear, you may realize that there are elements in your design that are not contributing anything to being single-purposed.
Steps that add nothing, design elements that only get in the way and slow down the user experience, services that nobody uses... It is always important to do an in-depth analysis of your current design and ask yourself: "Does this contribute anything to the purpose of my design?"
Less is more. And keeping useless elements in your design can have a negative effect on your results. Users look for simple solutions without elements that distract them from their main goal. Help them with a cleaner design.
Once you have a single-purposed design that responds simply to your purpose, it is time to put it to the test. Often, we believe our users will understand the logic of our design, but reality ends up being very, very different.
With several usability tests you can understand how users actually interact with your product and whether your current design really fulfills its purpose. By analyzing how users flow through your product or service you can see whether you are helping them accomplish their goal.
Continuous testing will allow you to identify how your purpose can take different shapes over time. Single-Purposed Design is not necessarily static. On the contrary: having a single purpose makes it easier to identify changing needs and update the design to address them.
For your design to be Single-Purposed it is sometimes necessary to see it from a different perspective. And that is exactly what we are here for: to help you identify the real purpose of your product or service and shape a design that is 100% oriented toward it. Simple and effective design.
At Boost we are experts in designing Single-Purposed user experiences that connect with the real needs of your users. And we always validate our designs with usability tests and solid results. We only change something if it actually works.
So if you are looking for a Single-Purposed Design that really works and has an impact on your business results, write to us today.
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