The elephant in the room of this article is... the absence of any mention of users, of the target audience. This isn't user-centred design, based on research, based on evidence, it's design based on *assumptions*. And with assumption-based design, I don't care what level of stakeholder you have in the room, you're going to get it *wrong*. The U in UX stands for User and unless you have a deep understanding of your audience, their needs and motivations, you're really just *making things up*. And yes, nothing wrong with designers using their intuition, but don't call it UX, don't call it user-centred design, because it isn't.