The challenge of distilling a complex set of requirements into a simple, understandable and enjoyable experience is the most important task a designer faces. Among other things, this means creating a consistent design language so experiences in one part of the product make increase comfort and skill throughout the rest of the product.
It often involves creating an appropriate metaphor for the product in order to tap a customer’s existing experiences, online or off. It means placing the most common tasks front and center while keeping the other tasks nearby, where they can be reached but don’t obstruct. Most importantly, it means iterating on the original set of requirements, pruning them away, substituting with simpler requirements that fulfill the same needs.