Home

The Cost of Complexity

Complexity Bias is a logical fallacy that leads humans to trust complex concepts more than simple solutions. This bias equates complexity with effort, mastery, and innovation, fostering confidence that a positive outcome is inevitable.

So, while your goal might be to streamline processes so you can sell more, faster, Complexity Bias celebrates unnecessarily complex solutions. The delays, overages, and frustration that inevitably follow are often accepted as part of the deal - but, we don’t think they should be.

In fact, we think you deserve better.

Solutions that maximize outcomes

At Aperture Labs, we’re fueled by solving the complex challenges our clients face as they seek to increase online revenue, bring products to market faster, and deliver meaningful customer experiences. And as we embrace the complexity of a problem, we aim to architect solutions that maximize usability and overdeliver on the key outcomes our clients set out to achieve.

Sure, we could lean into the Complexity Bias simply because it sells better, but we’re far more interested in seeing our clients succeed.

Together, we can change the story

If you’ve led a digital initiative before, there’s a good chance you were handed a solution that was a nightmare to use, maintain, and extract real value from.

But by pushing the Complexity Bias aside, you really can have the solution that makes your life easier instead of harder. When solving for complexity with smart simplicity, initiatives like building a new ecommerce site, implementing composable technologies, or launching self-service portals can surpass your expectations while being: