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How to Design Intuitive Mobile Apps

Vimeo iPhone app

“The UI should be intuitive” is the topmost itemĀ in the requirement brief from clients for a mobile app design.

Intuitive [in-too-i-tiv, -tyoo-] (adjective):
Easy to understand or operate without explicit instruction.

So, ‘Intuitive’ means ‘no surprises,’ right?
It is difficult to bring novel interactive elements or ‘pleasant surprises’ or ‘Wow! factors’ in a completely intuitive UI.
What can we do to have the best of both worlds?
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