# Think mini · UX Trends 2017 · Zorraquino
> The same, in fewer steps
URL: https://www.zorraquino.com/en/trends/ux-trends-2017/think-mini

![Think mini: The same, in fewer steps](https://cdn.sanity.io/images/0w1142l8/production/384a224767c8a04f57ef45a0385788de383a0dd4-1600x1092.webp/think-mini-the-same-in-fewer-steps.webp?w=1600&fit=max&auto=format&q=85)

Trend 08

# Think mini

1. [UX Trends 2017Home](https://www.zorraquino.com/en/trends/ux-trends-2017)
2. [Trend 01UX goes voice](https://www.zorraquino.com/en/trends/ux-trends-2017/ux-goes-voice)
3. [Trend 02Simple vs Retro](https://www.zorraquino.com/en/trends/ux-trends-2017/simple-vs-retro)
4. [Trend 03Invisible](https://www.zorraquino.com/en/trends/ux-trends-2017/invisible)
5. [Trend 04Betting on the virtual](https://www.zorraquino.com/en/trends/ux-trends-2017/betting-on-virtual)
6. [Trend 05Better to anticipate](https://www.zorraquino.com/en/trends/ux-trends-2017/better-to-anticipate)
7. [Trend 06The return of text](https://www.zorraquino.com/en/trends/ux-trends-2017/the-return-of-text)
8. [Trend 07Talking in images](https://www.zorraquino.com/en/trends/ux-trends-2017/talking-in-images)
9. [Trend 08Think mini](https://www.zorraquino.com/en/trends/ux-trends-2017/think-mini)
10. [Trend 09Do it yourself](https://www.zorraquino.com/en/trends/ux-trends-2017/do-it-yourself)
11. [Trend 10Journeys](https://www.zorraquino.com/en/trends/ux-trends-2017/journeys)
12. [Trend 11Tell me with video](https://www.zorraquino.com/en/trends/ux-trends-2017/tell-me-with-video)
13. [Trend 12UX on the move](https://www.zorraquino.com/en/trends/ux-trends-2017/ux-on-the-move)

Think mini

The same, in fewer steps

## In short

64% of consumers pay more for simpler, faster and easier experiences. Simplifying processes becomes premium.

Simplicity breeds loyalty: 61% of consumers tend to recommend a brand because it is simple.

You don’t need complicated strategies to stand out. Simplicity is a truly substantial differentiating value.

Three rules for a simple brand experience: 1\. Give consumers what they want. 2\. Be available when and where they want. 3\. Deliver in three steps or fewer.

## Cases

01 / 05

Zorraquino spotlights

1. 01  
One of the strongest trends: simplicity is a priority when thinking about the user’s interaction with a brand.
2. 02  
At the same time, it is a universal trend, across space and time, which we keep talking about because it is so hard to achieve. Simplifying and reducing is difficult. Today more important than ever.
3. 03  
The complexity of options, alternatives and information gives a special role to design’s simplifying work. Users need design to help them get it right and save time.

## More on the trend

### References

- [Tendencia Mini, UX trends 2017](https://www.multiplica.com/wp-content/uploads/2017/02/multiplica.tendenciasux2017.pdf)
- [Aldi, líder en simplicidad](https://www.linkedin.com/pulse/simplicity-solution-4-ways-retailers-earn-more-keeping-bryan-pearson)
- [Simplicity Index Results](https://www.forbes.com/sites/kimberlywhitler/2017/01/25/new-global-brand-simplicity-index-results-brands-that-create-simpler-experiences-win/#406c3eb252a3)
- [Ikea y Starbucks](http://www.tmagazine.es/diseno-e-interior/no-mas-tornillos-ikea-rerevoluciona-el-mueble/)

Pages 96–109 of the report

[![Do it yourself: The user builds the experience](https://cdn.sanity.io/images/0w1142l8/production/903616473acefd7f46083b439db49082ad23693a-1600x892.webp/do-it-yourself-the-user-builds-the-experience.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/ux-trends-2017/do-it-yourself)

Next trend · 09

[Do it yourself](https://www.zorraquino.com/en/trends/ux-trends-2017/do-it-yourself)