You've seen it. A child, no more than two, swiping on an iPad with the expertise of a seasoned techie. And at the opposite end, your grandma, FaceTiming you with just a tap. 

That’s Apple’s masterpiece for you. Not just a device but a cultural icon. 

Why? The magic word: Simplicity.

So, why do some products feel like such a puzzle? You know what I'm talking about - the sort of stuff that seems to require a Ph.D. to figure out. While a toddler wields an iPad with finesse, countless products and services drown in their own complexity. 

Yet with software, we all just put up with the struggle, bending over backwards to figure out programs that are way too tricky. Seems kind of stupid, doesn’t it?

Take EnquiryBot, our maiden voyage into software's choppy waters - a chatbot aimed at untangling customer interactions for businesses. We were optimistic, but we quickly encountered an issue: not every user was equally adept with technology.

We figured onboarding with EnquiryBot would be a cinch. The theory was clean - plug in and go. But the theory was a far cry from reality. Our customers were wading through a swamp of settings and tutorials. Syncing calendars for training became a feat of logistics.

Turns out, the bot hit the mark… But the management software behind it? That needed a serious rewire

It was a moment of reckoning. Every minute our customers spent in setup limbo translated to a hit on their wallets. That wasn’t the dream. 

The answer was straight from Apple’s playbook: design for the non-techies first. 

Our new creed? 'Keep it iPad simple.' 

Every design choice was scrutinised under the lens of simplicity. Could a child use it? Could grandma? It became the litmus test for every feature we rolled out.

And here’s the kicker: Simple doesn't mean basic. 

The iPad could launch rockets if it wanted to - its simplicity doesn’t dilute its power. We’ve chiselled away at our software, striving to marry intuitiveness with industrial-grade capabilities.

Simplicity, though, is a moving target. Like Apple’s rolling updates, we’re committed to this relentless pursuit. Resting on laurels? Not in our vocabulary. We’re not claiming we’ve mastered it - but we’re now lifelong students of simplicity.

Our aim? To make everything ‘iPad simple’. It’s a tall order, but it’s ours to fill. Because, by this simple twist of fate, we learned simplicity isn’t just sophistication - it’s everything.