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The tried-and-true "Don't Make Me Think" principle doesn't always hold. Discover how carefully placed friction in an interface can actually improve user experience by encouraging people to slow down and think. Complexity itself isn't bad; the trick is making complexity seem uncomplicated. Explore examples of websites and mobile apps that incorporate friction without frustration, with elegantly simple interfaces that nevertheless deploy complex interactions to involve users, prevent errors, improve data collection, and create more immersive experiences. This is an intermediate talk aimed at designers and information architects, and the goal is to show how simplicity and complexity can live in harmony in the same interface to improve user experience. I'm the author of "Tapworthy: Designing Great iPhone Apps" (O'Reilly Media, 2010) and "Best iPhone Apps" (O'Reilly Media, 2009). I'm a 15-year designer and developer now specializing in mobile app design and user experience. My outfit Global Moxie offers workshops and design services to help creative companies create tapworthy mobile apps.