Tip 36: Be simple and intuitive

Complicated isn’t necessary. Make it easy for customers to do what they gotta do with you. The easier the better. Your customers will thank you for it.


  1. Amazon.com makes buying a book so simple, its a bit dangerous. With their “purchase with one-click feature”, I can have a new book loaded onto my Kindle within a matter of seconds. Its so simple, I can’t mess it up. Its so intuitive, it compels me to click away. Its such a no-brainer, I need to work on my clicking habit so I don’t overspend on books!
  2. Turbo Tax makes the seemingly complicated task of filing taxes simple and intuitive by design. In their 2014 campaign, the company detailed that completing your taxes is as simple as answering a few questions about what you did the prior year.


  1. Just because something is simple and intuitive for you, doesn’t mean its the same for your customer. Take the time to get input on your customer experience to see how your customers actually feel about accomplishing what you want them to do.
  2. As a test for simplicity, try explaining or testing out what you want your customers to do with someone who has no experience with what you do. See if you get the results you are looking for in response to what you present to them.

Application for your business

  1. Make a list of the top three actions you want your customers to make in your business. Next, make a list of the steps customers have to take to complete that action. Now identify at least one step you can remove to improve the simplicity of your process.
  2. Brainstorm three people you can test your ideas or processes on to assess how “simple and intuitive” what you’re trying to communicate really is.

Previous tips

1-22. Build a relationship with your customers (series)

23. Solve your customers’ problem

24. Know your stuff

25. Add value

26. Do what you say you’re going to do

27. Exceed your customers’ expectations

28. Be a purple cow

29. Be consistent

30. Be accessible

31. Always be one or two steps ahead

32. Give your customers what they didn’t even know they needed or wanted

33. Give your customers an easy button

34. Make common inconveniences more convenient

35. Respect your customers’ time