Elegant Simplicity

This is a picture of the X-Beam™ wrench.
We’ve put it here because it’s a perfect example of Elegant Simplicity.

Why? Because instead of designing a wrench like every other wrench in the world, the designer of this one realised that simply rotating one end of the tool through 90 degrees means it’ll apply 25 percent more force. Plus it’s easier to pick up and more comfortable to hold.

We don’t use wrenches at Fjord, but we do follow the principle of Elegant Simplicity in everything we do. What the X-Beam™ does for product design, Fjord does for digital service design.

We see the big picture, and we strive for absolute attention to detail. By combining them we achieve Elegant Simplicity.

It’s a way of thinking that we try to apply to all our work, from work-shopping a strategy problem with a global telco to creating a beautifully intuitive interface for a mobile app.

We do it because just like many of our clients, we find that too many digital services and interfaces are complex and difficult to use.

Digital is encroaching on everyone’s life, services that are simple to use will be the stickiest.

We believe that real simplicity is much harder to achieve than complexity – but the results are always worth it, both for the client and for the end user.

There are many examples of simple services but elegance is sometimes overlooked. We believe it’s as important as simplicity to create a beautiful service that can facilitate an emotional bond with the end user.

It is hard to excel at both; Fjord strives to do this daily.