Deeply familiar design is not 'intuitive design'
Why 'Familiar' Should Always Replace 'Intuitive' in Our Design Lexicon
The term 'intuitive' has long been heralded as the epitome of design excellence—a catch-all term seemingly embodying the highest form of user-friendliness. Yet, upon closer examination, this term becomes a shallow representation of what truly matters in design.
The Fallacy of 'Intuitive' Design
The word 'intuitive' conjures an image of a mythical, universally understandable interface that appeals to human instinct rather than learned behavior. This idealized vision is seductive but misleading. It absolves designers of the responsibility to consider the rich tapestry of human experience that shapes how people interact with digital spaces.
Underneath the veneer of being 'intuitive,' there's a neglect of the reality that each person brings a unique set of experiences, expectations, and cultural understandings to every interaction. Declaring something as 'intuitive' ignores this spectrum, creating an illusory monolith of 'the user' that simply doesn't exist.
The Ethical Dimension of 'Deeply Familiar' Design
Contrast this with the concept of 'familiar' design. Familiarity goes beyond the surface—it's the antithesis of one-size-fits-all design rhetoric. It doesn't merely cater to a baseline level of ease; it speaks to a deeply rooted, experiential understanding of how a product should feel and function.
When a design feels 'familiar,' it's a nod to a well-considered, ethical approach. It signifies that the designer has taken into account the plurality of human experience. This act of deliberate, thoughtful design brings with it a moral dimension; it recognizes the designer's responsibility to build something that respects the person at the other end of the interaction.
Why 'Familiar' Matters
In striving for 'familiar,' we shift our focus from creating designs that are merely easy to grasp to designs that feel deeply resonant. We respect that each person arrives with their own set of expectations and experiences, and we seek to build on that existing mental framework. We also open ourselves to a more nuanced evaluation of our designs, encouraging critical discussions that move beyond mere usability and delve into the realm of emotional and experiential impact.
When a design is 'familiar,' it does more than ease the person into an interaction—it fosters trust. People feel seen and understood, which is especially significant in an era where design decisions can significantly impact our autonomy, privacy, and well-being.
Conclusion
In consciously replacing the term ‘intuitive' with ‘familiar,' we aren't merely engaging in a semantic exercise. We are affirming a commitment to a deeper, more considered form of design—one that transcends mere utility to touch the realm of human connection. In shaping interfaces and experiences that feel deeply familiar, we don't just fulfill a function; we contribute to a collective sense of belonging, fortify trust, and elevate the very discourse of what design should aspire to be. It's more than an ethical stance; it's a testament to the transformative power of conscientious design.
A special invitation from Michael…
Dear readers,
In the spirit of craftsmanship that has always driven our work, I'm excited to share a unique opportunity to be part of a narrative that redefined the digital era. To honor the contributions of our community, I am offering a 20% discount which is good forever for those who join as annual members in the next chapter of this adventure: a book that captures the essence of our design breakthroughs.
Founding members will be acknowledged on the book's donors page in addition to their year membership. Your support is pivotal in bringing this story to print—a story that intertwines technology, design, and the human experience in ways that have forever altered how we interact with the digital world.
Your engagement as either an annual member or a founding member will not only help preserve the rich history of design that we have crafted together but will also continue to inspire future generations of creators and innovators.
I look forward to rekindling the magic that we created and sharing it with the world through your eyes and stories.
Warm regards,
Michael Darius
Darius/Design
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