Flat design has all the key attributes that make a site as functional as it is beautiful. It recognizes that a sense of familiarity is important to the user experience, but it creates this sense in a way that fits with the medium. At the same time, it’s able to adapt to new discoveries, trends, and ideas. Flat design brings us a step closer to a new paradigm of digital design, where the functionality and aesthetic are in complete harmony.
I believe a fundamental shift has already begun toward understanding who the customer is at a very deep level. Regardless of whether customers are interacting with a company though their Web site, mobile app, store, vending machine, kiosk, or anything else, they are telling us something about themselves. User experience strategy is about listening.
People are more likely to purchase gourmet jams or chocolates or to undertake optional class essay assignments when offered a limited array of 6 choices rather than a more extensive array of 24 or 30 choices.
Moreover, participants actually reported greater subsequent satisfaction with their selections and wrote better essays when their original set of options had been limited.