Every brief I have ever received contains the word “intuitive.” Sometimes it appears once, near the end, like a signature. Sometimes it appears four times in one paragraph, which I have learned to read as a cry for help. “We want it to be intuitive.” “Users should find it intuitive.” “Can we make the checkout a bit more intuitive?” Nobody has ever written, “We want it to be confusing.” That is the strange thing about the word. It sounds like a requirement, but it rules nothing out.