Surprise and Simplicity in User Experience

Discussion in Retailwire:   Good thoughts on the retail user experience.    It should be about delighting the consumer I was always told, but the balance with simplicity is also important:.   From the Lenati blog:

" ... As customer experience strategists, we are seeing two popular competing approaches to customer experience (CX)—“surprise and delight” versus “effortless simplicity.” These are both valid CX approaches depending on the customer’s context, and this has led to a fair bit of confusion around how people speak about CX design.  At Lenati, we feel it’s time to clear that up  ... "    (Good thoughtful read)