The Long Road to Simple: Creating, Debating, and Iterating "Add an Event"
http://37signals.com/svn/archives2/the_long_road_to_simple_creating_debating_and_iterating_add_an_event.php

Signal vs. Noise
2007

Abstract:

Sometimes there's a lot more to simple than meets the eye. To the customer, this is just a few obvious words in a small box. But really, that's the point.