Information density
How many choices should your customers have? How much information should be presented, how many dials are there to turn, how quickly are you asking for people to grasp concepts and make choices? Consider two options:
When talking to an amateur, to a stranger, to a newbie, to someone who isn't committed, the best path is clarity, which means simplicity. Few choices, no guessing, no hunting around.
When talking to a fellow professional, to a peer, to someone in the same groove as you, the goal is to maximize useful density of choice. Put as much power in the hands of the user as possible.
If you're a frustrated user, it's likely that the marketer/presenter/doctor has made a mistake and either split the difference in how much information and power was conveyed or missed the mark entirely in one direction or the other.
The interface for your mail program ought to be far more information rich than the emergency kill switch at the gas station.
The texture of your sales pitch ought to be deeper and more sophisticated for a return customer than it should be when you're selling door to door.
The menu at a fancy restaurant should probably have more choices and more detail than one at a fast food joint.
One of the reasons to study up on a topic is so that you can earn the right to speak and be spoken to in shorthand, and to be given the pro version of the dashboard. And if you're entering a market, consider offering a super-simple data-poor version if the competition is focused on complexity, or offering a power version if the competition is in a race to offer the user as little as possible.
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