Hardware Podcasts

118: Behavioral Science of Subtraction in Product Design

Product Startup · 16 Mar 2022 · 30m

What this episode covers

Leidy Klotz, a professor at the University of Virginia and author of the book Subtract, explains why human cognition defaults to adding features rather than removing them, a bias rooted in evolutionary psychology and the desire to display competence. He illustrates this with examples like Strider Bikes, which removed pedals and drivetrains to teach balance, and Anna Kaichline’s hollow concrete blocks, which subtracted material to improve thermal performance and reduce cost. Klotz advises designers to build subtraction into their processes through reminders, rules, and by highlighting the value of what is not there to overcome feature creep.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Mako Design + Invent, University of Virginia
Products
Subtract, Strider Bikes
Also
Nature magazine

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