Simplicity is the hardest design principle to embed that requires the most work to achieve. Is there any higher level of accepted practice where we can arrive at the equivalent of Dieter Rams’ 10 Principles for Good Design or the 5 Guiding principles on simplicity? A part of the response has to do with the subjectivity of the term, driven by the enormous ambit of relevance that it potentially covers, from product design, to communication content, to organisational structure, to the way human beings conduct their lives, and so on. This thought leadership article by Andrew England, Director and Head of Strategy, iGTB, brings to you the five principles that can simplify financial services.

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