Simple is always best. But keeping things simple is very hard. It comes with hidden complexity. The process is called minimalism.

Minimalism

It is the act of stripping the page or form to its very basic and necessary elements that will help to give message more clear and loud. It does not mean removing the necessary navigation, buttons and icons.

Ask yourself following question after doing 1st draft of the your experience.

• What can you take off from the experience which will make it more clear to user and help to take them better decisions?
• What options or settings can be shown or asked when user is more loyal and engaged?
• Are you giving user more than what they ask for?
• Can you take off the multiple colors?
• Are there controls or forms that can be collapsed?
• Can we use icons instead of text?

After answering all the above questions do one more iteration. Doing this exercise will help you to achieve the best experience.