Great design does what it is supposed to with minimal fuss, and without drawing attention to how clever it is. That’s “of course” design. It’s wickedly difficult to pull off, it doesn’t garner headlines outside the design world, but it’s all your customer really wants...Forget “wow”. You can’t conjure it. Instead, work to incorporate “of course” to your product. Your users will love the result, even if they can’t put their finger on why.


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