The practical implications are twofold. Firstly, the study emphasizes the role of simplicity in designing user interfaces for mobile apps.Asimple userinterface willhaveseveral positive outcomes. Forexample, itwill enhancetheperceived ease ofuse ofthemobile app, as well as improve the user's satisfaction with the mobile app and their intention to engage in positive WOM regarding the app. The most important aspect for mobile app developers to understand is that simplicity is a multifaceted concept with several dimensions, thus designing for simplicity should take into account its multifaceted nature, including visual aesthetics, reduction, and dynamic complexity. Designers should strike a balance between the different facets of simplicity to ensure users’ positive appraisal of the app. Mobile app designers, developers, and evaluators need to consider the simplicity of the apps as a central aspect of the summative and/or formative evaluation of the app. This will ensure that the final versions of apps sent out to users are perceived to be simple. This is particularly important, as simplicity has been known to be neglected by many mobile app developers (Salz & Moranz, 2013).