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Adding more features doesn't mean you're building a better product.
You're just giving users more things to figure out.
I've seen products introduce so many features in the name of innovation that the original purpose gets lost.
Founders, please stop treating every new idea as a feature request. 😂
Your users don't need to see how much your product can do. They need to understand what it does, how it helps them, and how to use it without getting confused.
Especially at the early stages, familiarity is more valuable than complexity.
Build something people understand before building something that does everything.
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
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Not every new feature needs its own screen.
It's something worth thinking about when a digital product starts growing.
A new feature gets introduced, so a new page is created.
Then another feature arrives. Another page. Another menu item.
Eventually, the navigation starts reflecting everything the product has accumulated rather than how people actually use it.
And that's where things can become unnecessarily complicated.
When you're designing or improving an existing product, adding functionality isn't just about finding space for another interface.
It's about understanding how that functionality fits into the workflows people already have.
Imagine an invoicing platform introducing automated payment reminders.
You could create an entirely separate section for managing them.
Or you could integrate that functionality directly into the invoice workflow, where users already have the relevant context.
Both approaches can make sense.
If the feature involves complex configurations, reporting, or needs to be managed independently, a dedicated section might be justified.
But if it's something people naturally need while completing another task, moving them to a separate screen could introduce unnecessary steps.
I think this is particularly important with established products.
Every new feature affects more than the area where it appears.
It can change navigation, information hierarchy, existing user habits, and the overall complexity of the experience.
And the more a product grows, the more important those decisions become.
Sometimes introducing a new capability means creating an entirely new experience.
Other times, the stronger solution is making that capability feel like it has always belonged there.
Most of the websites I've designed were built by someone else.
Now I build the ones I design, and I see how many decisions happen after the design file is done.
I wrote about what changes when one person designs and builds the site, and when that stops working: a product with a backend and user accounts needs a team. At the end there are four questions to help you choose a setup for your own project.
I'm usually the one building other people's designs, and yes, half the decisions happen after the Figma is "done" 😄
AI can generate a thousand ideas in seconds. But can it tell which one is worth remembering?
That's a question I keep coming back to as a designer.
So I decided to explore it through Naad — a limited-edition coffee series built around the intersection of AI and human creativity.
Every blend was co-created with AI, from flavour exploration and naming to visual direction, then refined through human intuition, storytelling and design.
And that's where things got interesting.
Some ideas looked beautiful but lacked meaning. Others had potential but needed a different perspective. The real creative process was in questioning, selecting, rejecting and rebuilding until everything felt right.
The result isn't simply an AI-designed brand. It's a collaboration: precision from the machine, emotion from the human.
Here's a closer look at the concept, visual identity and packaging.
Because generating ideas is easy. Knowing which ones deserve to exist is still a creative decision.
I'd love to know: As AI becomes better at generating, will a designer's greatest value lie in what they create, or in what they choose not to create?
