In 2007 people lined up for blocks to buy the world’s first iPhone. Those who were lucky enough to buy those first magical devices opened the box, turned it on, and…voila! They immediately knew how to use it and were off and running. They knew how to use a completely new product with new software and a unique user interface (UI), straight out of the box. How did Apple create such an intuitive UI? The answer, as it turns out, isn’t so intuitive.