Last time, we talked about visual simplicity and how that relates to medical product design. In some respects, our desire for simplicity conflicts with our desire for control. We equate having choice with having control. Our need to control the environment is built into us, the hypothesis being that as we evolved as a species, controlling our environment increased our chance of survival. Though having many choices makes the situation more complex and reduces usability, we often want many choices because it makes us feel in control of the decision making process. Be aware of this when soliciting user feedback. Users may tell you they prefer a design that offers more functionality and choice, but that could very well result in a less usable product.