Instinct is nothing more than using memory’s bias. Check out AIGA’s case study on how Second Story redesigned their archive viewer: http://www.aiga.org/conten

Instinct is nothing more than using memory’s bias. Check out AIGA’s case study on how Second Story redesigned their archive viewer: http://www.aiga.org/content.cfm/case-study-aiga-design-archives http://www.aiga.org/content.cfm/case-study-aiga-design-archi... I talked to the lead UX designer, and he really emphasized their iterative process. AIGA’s site isn’t graphically styled heavily, but it is very well designed.