In the mid-20th century, industrial designer Raymond Loewy introduced the MAYA principle (Most Advanced, Yet Acceptable), a framework for creating products that would be both accepted and successful. His ideas were based on striking a balance between what was already familiar to the user and what was new, unusual or disruptive.
He is associated with the design of products and brands that remain relevant to this day, such as the iconic Coca-Cola bottle, the Lucky Strike cigarette packet and the logos for Shell Petroleum and the US Postal Service. He also designed the streamlined Pennsylvania Railroad S1 and GG1 locomotives, Coldspot refrigerators and the interior of the first US space station, among many other projects. All these works share an aesthetic that was somewhat futuristic for their time, aiming to foster a progressive shift in users’ mentality.
The MAYA principle ensures that designs do not deviate excessively from the current norm to the point of inducing fear or rejection, while also steering clear of overly conventional approaches that may be perceived as dull and fail to stand out in the market. Although finding the exact balance between both ideas can be challenging, below we explore how to apply the principle to product and interface design:
1. Include recognisable elements
The use of components familiar to the user fosters trust and reduces the learning curve, since the product or service is perceived as similar to others they already know and understand.
On one hand, it is important to use the company’s design libraries and patterns, respecting decisions regarding the use of logos, typography, colours or buttons that define the brand and facilitate its recognition. This approach creates a solid foundation for all the company’s products, ensuring their evolution is both consistent and credible, without being influenced by arbitrary shifts in focus or strategy.
On the other hand, recognisable elements are also created through a connection with the real world and market standards. The use of concepts and images that users encounter in their daily lives, both within and outside the digital environment, has a significant impact on how they understand a system. This includes the use of specific touch gestures, the presence of the colour green for positive actions and red for negative ones, the design of burger menus in mobile environments or the shopping cart icon on e-commerce platforms, among many other examples.
2. Propose progressive changes
Ideas surrounding a new product or service must be assessed based on the market’s readiness to embrace them. While it may be tempting to invest time and resources into a revolutionary system, the MAYA principle advocates for the introduction of progressive improvements as the option that yields superior outcomes. Failure to adopt this strategy may lead to negative results, driven by users’ confusion and their inherent resistance to change.
Gradual development prevents the complete redesign of a product. Instead, it focuses on frequent iterative adjustments that modify some secondary aspects, while keeping the core elements and user experience intact.
Changes should be accompanied by effective communication: using notifications and brief messages within the interface helps minimise confusion when users encounter an unexpected modification. Additionally, including options to transition between the previous and new versions allows the user to adapt to changes at their own pace, without feeling that they are being forced upon them.
Source: CampaignUS
3. Minimise the need for instructions
Help guides and FAQ pages are commonly utilised resources; however, they may also indicate that the product is too advanced or complex. Products should prioritise intuitive interaction, providing users with only minimal guidance to avoid undermining their confidence in the product or their own abilities and self-esteem.
The design of clear and straightforward visual elements, such as a “play” icon for content playback or a magnifying glass for search functions, provides a self-explanatory interface that allows users to learn quickly and easily while using the product, rather than forcing them to leave their workflow to consult a manual or specific document.
Removing unnecessary or redundant options, including examples of expected actions and placeholders and providing immediate feedback to notify users of successfully completed tasks or errors, also reduces system ambiguity and minimises the need for users to seek additional explanations.
4. Consider societal changes
The MAYA principle acknowledges that both market dynamics and individuals’ mindsets evolve over time. Monitoring these changes is key to ensuring that a company’s products remain aligned with the current landscape, evaluating whether the planned strategy and progression are still valid or, conversely, have become outdated in relation to the present reality.
Monitoring social and technological trends facilitates an understanding of where the system lies on the continuum between traditional and innovative, while also assisting in identifying trends that may have previously been overlooked, such as the growing awareness of environmental issues, the significance of inclusivity measures or the rising popularity of AI.
Progressive changes originally planned for the product may have been intended for a device that is no longer in use, or for a context that no longer forms part of people’s daily lives. In recent years, for example, the COVID-19 pandemic has accelerated social trends such as remote work and online shopping, altering consumer habits in unforeseen ways.
Source: Medium
5. Ensure consistency
While changes are implemented gradually, the ultimate goal of the MAYA principle is to strike the optimal balance between familiarity and novelty across the product as a whole. However, the frequent introduction of small improvements can result in a fragmented product, composed of various parts that are perceived as different and independent from one another.
The interface’s lack of consistency leads to a poor user experience and dilutes brand identity, which is why it’s important to ensure uniform application of a Design System. Each iteration must take into account the various functionalities of the service, ensuring that new features are logical and that no elements are isolated, duplicated or inconsistent.
Finally, structuring progress by means of a roadmap provides visibility and an understanding of the situation from a system-wide perspective. This helps prevent loose ends, facilitating informed decision-making based on the overall context of the system.
Are you interested in applying the MAYA principle to develop successful products or services? The expert team at GammaUX would be happy to analyse your company’s situation and develop a personalised action plan geared towards your business goals. Contact us!
