The Lexmark Desktop UI Strategy helped Lexmark reach new consumers who have high printing and copying needs but low tolerance for complexity. Lexmark’s control panels were bogged down with buttons and seldom-used features that were confusing to set up and use. Our new UI strategy creates an interactive product experience and achieves simplicity through a purposeful hierarchy of buttons and menus. Most-used features are organized sequentially across the top of the control panel, allowing users to work intuitively from left to right. Unused buttons are eliminated so that 90 percent of functions can be completed with six key buttons.