Clarity is the feature

Most digital products do not fail because they lack features. They fail because people cannot tell, in the first few seconds, what the thing is for. Attention is the scarcest resource on any screen, and every extra element spends a little of it.

Designing for attention means deciding what a page is about before deciding what goes on it. One idea, one primary action, and a visual hierarchy that makes both impossible to miss.

Complexity belongs behind the curtain

Complex products still need simple surfaces. The work is in sequencing — showing people the next useful thing, not everything at once. When the structure is right, the interface can stay quiet and the content does the talking.