Complexity.
It's complexity.
I'll explain a simple 10 second test you can use right now to check if your user interface is too complex. You don't need any equipment other than your eyes and the device you're reading this essay on. Here's the litmus test:
- Open up the UI in question.
- Squint your eyes so they blur.
- Can you tell what the most important thing is on the page?
If you can't answer "yes" to #3 within about 10 seconds then the UI fails the test.
Let's try a few here.
First up is Amazon, but unauthenticated because I don't want you to see my impulse purchases.
Total sensory overload. If your screen is particularly small you can at least make out the billboard carousel text "Gifts dads love". There's just... a lot here. They're taking a lot of low-intent swings at your attention with this approach.
How about LinkedIn?
This is authenticated since LinkedIn is openly hostile towards unauthenticated users. Hierarchy is a bit better here - that blue pill sticks out to me a bit. It's the load more posts button, i.e. the gerbil pellet-feeder bar. So is the hierarchy pretty obvious? Yes, at least in this dark mode screenshot. Is this hierarchy in my best interest as a user? No! Absolutely not! It's in LinkedIn's best interest to keep you there for a long time.
What about this site? Here's a screenshot from /
My name is legible through the blur (somewhat intentional) so you know right off the bat, this is the personal website of someone who really wants you to know they have a doctorate. The white CTA button? The eye goes right to it before you can think about it, it's like a lighthouse beacon. That button is in my best interest, it's the ingest for people that want to work with me. Is it in your best interest? If so go read more about my services. If not, essays are easily findable from main page. I designed it this way because you're likely coming in via direct link to an essay if you saw one that caught your interest. If you're interested in consulting with me you probably came in via /
Test your site - what did the squint test (or glasses off test) reveal to you?
About the Author
I'm Josh Simmons, an engineering leader with over 15 years of experience building and scaling high-performing teams. I help companies align their technology strategy with business goals and create sustainable engineering practices.
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