Summary

Place an emphasis on quality of content, not quantity. This can be done by creating systems which place a value on quality of user-generated content over quality, stripping back unnecessary and distracting ephemera, focussing on the key experience, and minimising distractions. Far too often the quantity available is far more than the average user can consume. In these situations, consider whether such an overwhelming array of choices is actually useful.

Example of this Principle in Action

Basis of this Principle

Medium is a great example of this. Its algorithm promotes articles based on quality as opposed to sheer number of followers or recommendations, thereby relieving pressure on writers to keep producing content. This promotes quality and slows down the pace of the platform. A similar ethos is seen in best-selling mobile game Monument Valley, where a conscious decision was made to remove all unnecessary ephemera usually found in similar games (coins, gems, points, level ups) and instead focus on the core experience. By prioritising quality, an innate value of that quality is created. This is apparent across Medium; their design decisions, to ensure that content is not detracted from by distracting advertising, and that upon completing an article, the discussion surrounding the article is visually dominant over additional content. Similarly, Quartz App has a simplistic interface, resembling a messaging platform, ensuring there are no distractions from their content.