Intuitive design happens when current knowledge is the same as the target knowledge.

In all situations where bad design decisions were made, people lacked some information that would have helped them make the right decision.

The poster child of Web 2.0 is Flickr.com. Personalization is a key piece of Web 2.0.

Good design, when it’s done well, becomes invisible. It’s only when it’s done poorly that we notice it. Think of it like a room’s air conditioning. We only notice it when it’s too hot, too cold, making too much noise, or the unit is dripping on us. Yet, if the air conditioning is perfect, nobody say anything and we focus, instead, on the task at hand.

Intuitive design is how we give the user new superpowers.

The process of design starts with exploration, but ends with refinement. The best designers carefully move from one to the other, making sure they spend enough time exploring before locking themselves into a design approach.

Once you eliminate quality as a requirement, the entire design process becomes a whole lot easier.