Gerry McGovern at CMSWire – Web Experience: Designing for the Obvious, the Boring, the "Of Course":
“Often, making it easy for the customer means doing lots of boring, behind the scenes work. For example, you can make your search work much better by deleting old content. But that's the type of work nobody really wants to do.
[…] "Great design means that one look and the end user reacts by knowing what to do with a knob or a button, without as much as even thinking about it," Om Malik writes. "Of course this knob is what turns the volume up, or brings up the home screen. This "of course" factor is at the heart of every great design."