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Does All Design Need to be Intuitive?

Esther Wolff
Aug 5, 2016 · 4 min read

“We need to change our platform. If I can’t figure it out, then nobody can. It’s not intuitive!”

In my previous job, I attended a meeting with the Head of Product and the design team. He had just tried a new product for the first time and, to put it lightly, was unhappy. To him, there was too much information, too many fields, and it all was needlessly complex.

“I know our platform is not a music app, but I want it to be intuitive like Spotify or Apple Music. Something beautiful that I can pick up, figure out, and that works.”

What he didn’t understand was that he wasn’t meant to figure out the platform or understand the data immediately. It was designed for expert analysts with 20+ years of engineering experience. Their work is highly complex and not something anyone can just “pick up.”

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