I recently came across this sentence, “Our users know what they are looking at” from a very experienced designer. The question I have most of the time when a given design is, “can our users understand what we are trying to do?”. The assumption we create on the process of product design is that the users can understand whatever we give them. The real-life of product design is that no one is ready to learn something just because it is a solution to a problem that in existence. The design has moved away from traditional help sections and documentation on how to use it. People walk around with great experience in their pockets and hands. If they don’t understand what is the application about, they will move away from it.