My first design job was an internship on Microsoft OneNote. Our intrepid leader was the product founder Chris Pratley, who terrified me the way karaokeing Adele onstage while completely sober is terrifying. My goal that summer was for him to not think I was an idiot, and my strategy to achieve that was to try and be completely unmemorable in his presence.

Lowly intern that I was, our interactions were few, and he was sparse with his words, so I was largely executing on my strategy with flying colors when one day in a group meeting, for one reason or another, he looked over at me, grinned like we were sharing an inside joke, and said something that has stuck with me ever since:

You know you have a good design when you show it to people and they say, “oh, yeah, of course,” like the solution was obvious.

Still looking at me, he continued: “It’s not ever obvious to come up with, though. You could be doing months and months of iteration before you come up with that obvious solution.”

I blinked, surprised, trying to interpret whether this was some veiled insinuation about my work. Eventually, I accepted it as simply a small nugget of wisdom from someone who had been to the front lines and back.

And a nugget of wisdom it was, although back then it struck me as one of those proverbs you tuck in your back pocket and pull out in instances you wanted to sound older and wiser, like a fake ID. Over the years, however, I have uncovered for myself one layer after another, unfurling like petals sprouting from that seed of a statement.

Good design feels obvious — this is what it means to me today:

  1. “Good” design means it is a) valuable: you’re solving a real problem for people; b) easy to use: people find it understandable, accessible and fast; and c) well-crafted: the entire experience feels designed with thought and care.
  2. If you cannot get a group of people for whom your product is designed to generally agree that your design is good, it’s not good.
  3. If you cannot get a group of designers to generally agree that your design is easy to use and well crafted, then it isn’t.
  4. The greatest frustration is feeling like you’re getting too much criticism from too many people (which, according to #2, means your design is not yet good). This is either because a) you’re working under too many constraints; b) you’re not exploring solutions broadly enough; or c) the problem is beyond your current skill level.
  5. If you’re working under too many constraints that make it impossible to get to a solution that is obviously good, you need to voice that loud and clear with your team.
  6. If you’re feeling the frustration of #3 but aren’t sure why or how to make progress, the most powerful and effective thing you can do is take a swig of humility juice, admit that you’re stuck, and ask for help.
  7. Obviousness comes from conforming to people’s existing mental models. Don’t waste time reinventing common UI patterns or paradigms unless they are at least 2x better, or you have some critical brand reason to do so.
  8. Better design does not mean more design. Often, the most obvious designs are invisible.

Ask: What problem is your product or service trying to solve? If you cannot describe it to someone else and have them instantly understand the pain/frustration/annoyance of this problem, then what you’re building is probably never going to get much traction.

Remember: Quality is a bar, not a tradeoff. I’m not saying that quality has to be your top value, or that it’s necessary for success. But if you do talk about quality, or you do happen to hold it in regard, understand that at the highest levels, quality happens because it cannot happen otherwise.

❔ Whois

Julie Zhuo leads the design team focused on the core experiences of the Facebook app. She has been at Facebook since 2006 helping to scale the service from 8 million college and high school students to over 1 billion people globally. Over the years, she has worked on some of the most well-known and engaging designs in the world—News Feed, the “Like” button, profiles, photos and more. In her spare time, she writes regularly about design and tech through her popular blog “The Year of the Looking Glass.”


❤️ Favorite Emoji


Enter your email address to follow this blog and receive notifications of new posts by email.

Posted by

The voice of Automattic designers (and guests). We're hiring!


  1. I’ve gotten that response from clients about my ideas to problems in the garden. I was always really put off by it. Thanks for giving me a new way to hear that!

  2. Sorry, but you’re never working under too many constraints. Constraints make your work harder and your design better. Architects routinely have unlimited budgets and time, but in this case turn out lousy buildings. Constraints curtail infinities and move the probabilities to the early cases on the curve.

  3. Those existing mental models should be uncovered via ethnography. The product can be obvious from the start.To be true to the mental model separate the carrier component of media from the carried. Maintain that separation. The carrier component should be limited or as small as possible because it won’t be familiar to the user. They don’t have a mental model of carrier components.

  4. Have you considered the idea that your review panel is a poor sample only marginally representative of your target audiences? Also, you may not be measuring, registering, their responses correctly. Please keep trying before you change a good design. Your design insight and work matters a lot more than a few initial responses.

Comments are closed.