Though researchers, industry and users largely agree that products must be 'intuitive' to use, there is little agreement on what is meant by this claim. In order to clarify the concept and, in particular, its differentiation to usability we choose a phenomenological approach. Overall, we identify four relevant subcomponents of intuitive interaction, whose origin is rooted in HCI and decision making research: Effortlessness, Gut Feeling, Verbalizability, and Magical Experience. Two user studies (N=115, N=37) provide further insights into the complex nature of intuitiveness. We conclude that there are systematic variations in the respective components' specification which can be regarded as particular patterns of intuitive interaction. Amongst others, these patterns depend on the product category and one's prior knowledge in the product domain.
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