I wonder if these rugged aesthetics, now commonplace in cutting-edge websites, can work at scale – in mobile apps used by +1b people. Instagram’s new UI paved the way: can this effort be replicated in other categories (e.g. gaming)? Is brutalism a fad or the future of app design? Would it make apps more usable, easy-to-use and delightful? To end with, would it generate more growth? Conversions experts sometimes suggest that more text equals more engagement – what if we push this idea to the extreme?
I dare say he’s got a point here – discounting the garish colours in some cases, the block-iness and straightforwardness of the UI makes you wonder whether we’ve taken minimalism a little too far.