And how does he know this? Intuition of course! Circular reasoning aside, his initial definition deals with "the gut" but later on morphs into "...a clear unde

And how does he know this? Intuition of course! Circular reasoning aside, his initial definition deals with "the gut" but later on morphs into "...a clear understanding of collective intelligence." He points out that most websites are organized in "an intuitive way" after the web "evolved after many years of chaos online, as common wisdom emerged." Can't this be seen as not intuition or common knowledge but rather the treating of UX as a science? For example: AB testing, conversion rates, quantifiable measurements from observation. Next he says that "intuitive design can be described as 'understandable without the use of instructions'." So it seems less about tapping into some grand common knowledge and more about reducing the interface to the simplest level possible. (Does Steve Krug's "Don't Make Me Think" come to mind?) And this simplest level is the hallmark of intelligence? Perhaps "intelligence" isn't the right word, and instead, as he clarifies definitions again, maybe intuition is just the guide to that which lies beyond observation. Something that generates new hypotheses and paradigms, which are then supported or refuted by experimentation and systems. His Einstein quote speaks to this: "The intuitive mind is a sacred gift and the rational mind is a faithful servant." I'm on board with that.