UX fact #19: Word of mouth is a failure case. Meet your user where they are. That means observed goals & behaviors. If you don't know how the user will discover your feature, they will never discover it. UX fact #20: There is no such thing as intuitive. UX fact #21: The visual fidelity of your designs should never exceed their conceptual fidelity. Extra chrome and lorem ipsum bullshit only distract people from the fact that there's no there there.