Joel Liu's List: Features VS Easy to use

You might think, then, that companies could avoid feature creep by just  paying attention to what customers really want. But that’s where the trouble  begins, because although consumers find overloaded gadgets unmanageable, they  also find them attractive. It turns out that when we look at a new product in a  store we tend to think that the more features there are, the better. It’s only  once we get the product home and try to use it that we realize the virtues of  simplicity. A recent study by a trio of marketing academics—Debora Viana  Thompson, Rebecca W. Hamilton, and Roland T. Rust—found that when consumers were  given a choice of three models, of varying complexity, of a digital device, more  than sixty per cent chose the one with the most features. Then, when the  subjects were given the chance to customize their product, choosing from  twenty-five features, they behaved like kids in a candy store. (Twenty features  was the average.) But, when they were asked to use the digital device, so-called  “feature fatigue” set in. They became frustrated with the plethora of options  they had created, and ended up happier with a simpler product.