Keep It Complex Stupid! As UI/UX designers we are almost always focused on a screen. Our thoughts are consumed with a desire to understand how people interact with on-screen experiences and how we can make these not just more efficient and usable, but emotionally resonant. However, this ‘micro focus’ neglects the actual complexity of human experience. The way people interact with, interpret and understand interfaces is affected by macro factors such as the environment that the product is in, the community around that environment, the culture of that community and wider global trends. In short, whilst we seek simplicity in the interfaces that we create, to fully achieve this, we need to appreciate complexity: the complexity of community, culture and the wider global society and how these influence the people who use our interfaces. Bio: Dr Shayal Chhibber Dr Shayal Chhibber is a Human Factors Specialist and Design Strategist at Matt+John, People Centred Innovation. He joined Matt+John after 3 years at PDD, London. He has been involved in over 30 projects for global brands across multiple sectors, including; analysing bank-to-consumer relationships for HSBC, defining the brand strategy for Fujitsu's first EU Smartphone and developing interaction platforms and UI experiences for Vodafone. He also completed a PhD that utilised existing paradigms in psychology and anthropology to understand how people form emotional bonds with brands, products and digital experiences.