She challenged the team to redesign the interface using the KISS principle:
At first, Leo was horrified. He felt like they were moving backward. But when they ran a focus group, something amazing happened. Users who had struggled with the "Smart" version for twenty minutes were now making perfect toast in five seconds. They laughed, they chatted, and they actually enjoyed using the device because they didn't have to think about it. kiss electronics
The toaster became a massive hit. It wasn't the most "powerful" electronic on the shelf, but it was the most loved. She challenged the team to redesign the interface
They ditched the touchscreen for a single, satisfying analog knob. Turn right for darker, left for lighter. Users who had struggled with the "Smart" version
Instead of an LCD screen displaying a progress bar, they made the toaster beep once when it was done.
Frustrated, the CEO, Sarah, walked into the lab and wrote four letters on the whiteboard: