It takes more work to make something powerful easy to use and a lot of time to distill that power down to a clean, user-friendly experience.

Frankly, as a software developer myself, it's a lot easier to add than to take away.

You'll notice something almost immediately with our user experience: Its clean with almost no clutter, big fonts, and lots of white space. It's on purpose, by design, and we spend an unusual amount of time debating even the smallest details.

Recently, we even went back through and removed the periods off the end of sentences that weren't in a paragraph. Surprisingly, such a small change can make a big difference.

Users only have so much tolerance for page clutter before they "check out" and give up. We don't want that, we want using our service to be easy and relaxing.