Simple rules to follow….

• Simplicity in design is a reductive process (use your eraser before your pencil)
• Implement design tenets based upon your personas and value proposition
• Adhere to these tenets throughout the product lifecycle
• Remove everything possible (this will be controversial, expect to work outside your comfort zone)
  (Things to remove – text, iconography, features, unnecessary configuration, or settings, etc…)
• Use rapid low-fidelity prototyping
• Don’t confuse best-practices with simplicity

from Simplicity In UX