Ever since the birth of the internet, people have faced a growing complexity tax: their daily interactions with the world have become very complicated. The promise of more control has turned into a baffling self-service environment. The infinite opportunities of the connected world have been obscured by chaotic thinking and artless design.
We need deep simplicity: distilling rich and rigorous inputs into delightful human outputs. To achieve this, we need to balance the crushing mathematical logic of technicians with the empathy and craft of designers.

How do we understand people’s unpredictable behavior in this complicated technology landscape?

How can we redesign the industry to meet people in the chaotic middle?

How do companies use deep simplicity to give weight to customer’s choices?