Exceptional design is one of the main reasons Apple is the world’s number one brand. In our case, user experience design also called UX design distinguishes our solution.
We take Apple’s methodology in keeping our UX simple, clean, elegant, and focused (on what is most important). It is important that everything be intuitive and easy for our users because we’re not only focusing on conveying a result but actually on how to best achieve it. We focus on how to accomplish the result optimally while weighing if it’s truly necessary to develop it.
For example, overly complicated checkout systems can ask customers to take up to 20+ actions (every time a customer is asked to complete a field, click a button, confirm, etc. is considered an action) which can take customers 10min to 15min simply to complete an initial payment.