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Every tool we use, be it the simplest of sticks or the most advanced space shuttle, has an interface. Even the most skillfully crafted pen is useless without a comfortable, well adjusted grip surface. A very basic equation in a usability experts' textbook is: the more complex the tool, the more simple the interface should be. In our ever-evolving, technology oriented civilization, the complexity of the tools we use grows in dazzling rates, while new populations constantly join the technological circle, trying to close the gap.
On the other side of the line are the commercial organizations that produce all those technological tools. More and more services are being diverted to electronic means. New technologies and features are added to every basic appliance. New websites pop up faster than blisters on a soldier's foot. No matter how brilliant is the idea behind the tool, how necessary is the service or how advanced is the technology, without a well adjusted interface it will be lost in the sea of discarded tools. In order to really reach the users, and maintain a competitive edge, the tool must fit the hand that holds it. Tool providers must speak in a language that their audience understands.
Our main objective is to fit every application or service with the most suitable, intuitive, easily comprehensible interface. In our vision, we see people who spend less time learning how to operate their tools, and more time using them. |
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