Intuitive design happens when current knowledge is the same as the target knowledge.
The poster child of Web 2.0 is Flickr.com. Personalization is a key piece of Web 2.0.
Once you eliminate quality as a requirement, the entire design process becomes a whole lot easier.
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.
Good design, when done well, should be invisible.
Are you willing to take responsibility for your team's culture or do you treat it like the weather - something that happens to you?