My firm advises on incorporating user simplicity and ease-of-use into products / services—including mobile apps.
1. Understand exactly what users want to accomplish—especially the 20% of functionality that they use 80% of the time. We call this the "golden functionality", and the UX design must be optimized to execute this functionality with a minimum of effort. 2. minimize alerts, displays, and dialogs. Too much user feedback lessens the effectiveness of the whole application.