Why buy a device that does less?
1. Why do we look for dedicated devices even if they can do everything?
Even though smartphones have most functions, dedicated devices create a better experience in specific moments.
- The competitiveness of Kindles, GoPros, and digital cameras comes not from the number of functions but from constraints tailored to purpose.
- When options are reduced, users can focus immediately on what they meant to do instead of exploring features.
- They can be seen not as ‘products that lack functions’ but as ‘products that remove distractions.’
2. The usage context changes the value of functions
Even the same function can create a completely different experience when the environment, body, and state of attention change.
- Under direct sunlight, a screen suited to the purpose, like e-ink, is easier to read than a smartphone.
- Physical buttons and a form that fits in the hand provide ergonomic feedback that a touchscreen cannot.
- An environment without notifications and multitasking helps users continue one action for a long time.
3. Users hire jobs to be done, not functions
From a Jobs to be Done perspective, a product’s value is determined not by a feature list but by the goal in a specific situation.
- The starting point is the task the user is trying to solve, such as immersing themselves in reading on the commute or recording scenes while on the move.
- Devices focused on a single purpose reduce the cost of switching functions and making judgments.
- A product’s scope is determined less by ‘what should we add?’ than by ‘what task can we solve best?’
4. Form tells behavior and creates focus
The form of a dedicated device becomes a behavioral cue that clearly shows what to do.
- The smooth screen of a smartphone can do anything, but by itself it does not strongly guide any action.
- Kindles naturally bring reading to mind, and cameras naturally bring shooting to mind, narrowing the user’s next action.
- Good product design does not simply increase possibilities; it aligns the relationship between people, tasks, and environments by removing unnecessary options.
