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Simplicity vs Customization

On a recent trip to Halifax, I found myself with time to spare at Toronto Pearson Airport. With a double-double (coffee) in one hand, and a fruit explosion (muffin) in the other, I looked for a comfortable seat near my departure gate. I chose one that was attached to a side table, figuring it would be a convenient place to rest my coffee, muffin and napkins. As it turned out, the surface of the table was also an advertisement for Philips, the Dutch maker of domestic appliances, consumer electronics, and more.

I don’t recall the exact wording of the ad – suffice to say it reminded viewers how a simple piece of wood (the table) could serve such a useful purpose. It’s all part of “sense and simplicity” – the brand promise launched by Philips in September 2004. The company’s latest advertising campaign echoes this promise, reinforcing the notion that technology should be simple. Philips has even created a Simplicity Advisory Board to suggest ways of delivering on the brand promise. Comprised of experts from the worlds of healthcare, lifestyle and technology, the board provides external counsel on a range of Philips projects.

Before going any further, I have to confess my love for simplicity. As an engineering undergrad, I was intrigued by simplicity as an element of good design. To this day, when I think about designing products, environments, processes or communications, usability and human factors feature prominently. I shake my head every time I encounter something that is unnecessarily complex, so the Philips approach really resonates with me.

During my flight, I began thinking about customization and how it is potentially at odds with the notion of simplicity. Why customization? Well, you hear a lot about it these days. Companies eager to satisfy individualistic needs tout the ability to customize offerings. Why settle for generic coffee when you can select a favourite from thirty different blends and have it prepared with your choice of skim, whole or soy milk? Once you’ve decided whether you want the milk steamed or foamed, you can choose from a plethora of toppings including whipped cream, flavoured syrups, cinnamon, and so on. It’s the ultimate in choice, but hardly simple.

With virtual goods, the conflict between customization and simplicity is even more pronounced. The reach of the Internet makes it economically feasible for companies to produce custom offerings at the individual level. Think about iTunes, which offers hundreds of thousands of song titles to satisfy even the most obscure musical tastes. Individual songs may not sell in significant quantities, but collectively they add up to a viable business. Chris Anderson described this phenomenon as the “long tail” in an October 2004 article for Wired Magazine. Trend spotters at trendwatching.com use the term “nouveau niche” to describe the same thing.

Customization is great, but you often give up some simplicity to get it. Nothing beats the look and comfort of a made-to-measure suit, but getting that perfect fit requires a few fittings and probably a couple weeks time. To be worthwhile, the benefits of that suit must outweigh the convenience and simplicity of buying off the rack. In a perfect situation, you can have the best of both worlds. Think of luxury cars that enable owners to adjust every last element of the driver’s seat: forward position, height, backrest angle, lumbar support, etc. If the car is driven by more than one person, re-establishing personal settings can be a real nightmare. Recognizing this challenge, automakers devised seats with built-in memory. Press a single button and the seat conforms to previously established settings. Now there’s a solution that’s customized and simple.

Posted by Nelson T. on December 15, 2006 9:27 PM

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