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‘design intuition is not magic’: designers talk how creativity emerges subconsciously

designboom.com·May 28, 2026

During Milan Design Week 2026, a panel discussion featuring designers from Ressence, Unimatic, and Claesson Koivisto Rune emphasized the shift in design towards a more intuitive, empathetic approach, highlighting how creativity often emerges from the subconscious rather than strict logic. The conversation explored the importance of intuition and the integration of user experience in creating enduring, meaningful objects that transcend traditional design boundaries.

For a professional engaged in UX and product design, the key takeaway from the Milan Design Week 2026 discussion is the emphasis on using intuition as a sophisticated tool for innovation. The panelists highlighted that intuition, shaped by accumulated experience, can guide designers to create empathetic and enduring products by focusing on the human user over mechanical components. This underscores the importance of designing with an instinctive understanding of user needs, which can be particularly valuable in enhancing user experience and product design.

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