The Power of Intuition in UI Design

How to Effectively Use Your Gut Instincts

Trusting your design ‘gut’ could be tricky. On one hand, as a UI designer, you are expected to follow proven UI design principles and rely on data-driven decisions. On the other hand, intuition may lead to innovative and unexpected solutions that can truly set your product apart from the competition.

So when is it appropriate to use intuition in your product UI design process? And how can you harness its power to achieve exceptional results? In this post, we’ll discuss precisely that – the art of incorporating intuition into your UI design process for outstanding outcomes.

What is Intuition in UI Design?

Intuition, also known as a gut feeling or instinct, refers to the ability to understand something immediately without the need for conscious reasoning. As a UI designer, you may experience intuition when creating a design that feels just right or when adjusting a layout until it visually ‘clicks.’

Many attribute their intuitive capabilities to years of experience, which enables them to recognize patterns and make quick judgments based on their knowledge and expertise. Others may see intuition as an innate ability that cannot be taught or learned, making it difficult to explain or replicate.

The Pros and Cons of Using Intuition in UI/UX Design

Like any other aspect of the design process, there are advantages and disadvantages to relying on intuition in UI design. Let’s take a closer look at both sides.


  • Fast decision-making: Intuition allows you to make decisions quickly without spending too much time analyzing data and information. This can be beneficial when working on tight deadlines or when trying to explore several design options within a limited timeline.
  • Unleashing creativity: By tapping into your intuition, you can break free from the traditional design boundaries and explore new and innovative solutions that data and reasoning may not reveal.
  • Better user experience: Sometimes, your intuition may guide you to design solutions that perfectly resonate with your target audience, leading to a more enjoyable and engaging user experience.


  • Subjective decision-making: Intuition is subjective, meaning that it is affected by individual biases, preferences, and experiences. This can result in designs that are more reflective of the designer’s tastes rather than the target audience’s preferences.
  • Inconsistent results: Without a solid foundation of design principles and data, relying solely on intuition can lead to inconsistent design results.
  • Difficult to explain: Intuition cannot be easily explained or justified, making it challenging to defend design decisions to stakeholders or clients.

When to Use Intuition in Your UI Design Process

The key to successfully incorporating intuition into your UI design process is knowing when and how to use it. Here are a few scenarios where intuition can be invaluable:

  • Brainstorming: When coming up with new ideas and concepts, let your intuition guide you. Don’t worry about practicality or constraints at this stage and instead, focus on generating as many ideas as possible without judgment.
  • Design refinement: Once you have a few solid design options, use your intuition to determine which one feels right. You can also rely on feedback from other designers or stakeholders at this stage to complement your intuitive choices.
  • User research: After conducting extensive user research, your intuition can help you make sense of the data and pinpoint areas that require further exploration or improvement.

How to Incorporate Intuition in Your UI Design Process

So how can you harness the power of intuition in your UI design process? Here are a few tips:

  • Cultivate experience: As mentioned earlier, intuition is often tied to experience, so continue to hone your skills and knowledge through practice and learning opportunities.
  • Know your audience: While intuition may guide you in designing solutions that resonate with your audience, it’s essential to understand their needs, preferences, and behaviors. Conduct thorough user research and regularly gather feedback to inform your intuitive choices.
  • Don’t ignore data entirely: While intuition may lead you towards unconventional solutions, it’s crucial to back up your choices with some data-driven evidence. This provides a stronger foundation for your design decisions and can help convince stakeholders of the validity of your choices.
  • Collaborate: It’s always beneficial to get the perspectives of other designers or stakeholders when incorporating intuition into your UI design process. Collaborating can provide valuable insights and help balance any personal biases or preferences.

Incorporating intuition into the UI design process can be a valuable resource when done correctly. By finding the right balance between data and intuition, you can achieve unique and user-centric designs that can set your product apart from the competition. So trust your instincts, but don’t forget to rely on solid design principles and research to create truly exceptional results.

Paul Ledbrook

If you have a new project or existing website that needs improvement, email us or call 0845 3631162 , we’d love to hear from you.

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