Sounds like the guys at 37signals.
Link: This is going to be BIG! – Reduction, Reduction, Reduction.
With web services, more clicks and even sometimes more features, can confuse the hell out of a user. When you develop a service, how about trying the following exercise:
1. List all of the ideas for functions of your service.
2. Rank them in terms of value to the user.
3. Kill off the most useless 20% of the features.
4. Take the remaining 80% and map how many clicks it takes for someone to actually complete them.
5. Even with the most simple, try and kill off 20% of the clicks… or if its really simple to begin with, just shave a click off of everything.
