How to Balance Usability and Complexity

We've been doing a lot of research recently around familiar patterns. And familiar patterns don't necessarily make for frictionless experiences. We're trying to find the balance between good UX patterns that should be quick and frictionless, and bad UX patterns which are effectively things that should be possibly made more complex by solving problems. It's a bit of a conundrum because it's kind of flying in the face of quite a lot of the wisdom that we've been building up for the last 15, 20 years of usability.