When people try to design magical interfaces, they’re often aspiring for the “wow” moment, but that’s the wrong focus. Designers should instead be focusing on “of course” moments, as in “of course it works like that.” Most product design should be so obvious it elicits no response.

The problem with aiming for “wow” is when you try to innovate, your design process encourages novel new interactions. But by definition, novel and innovative are often not familiar or intuitive, which can easily tip over into “hard to use.”
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