I&#x27;m arguing that &quot;unfamiliar&quot; does not necessarily mean &quot;hard to find&quot;.<p>My iPad for example is not unfamiliar, but I find it annoying to bookmark a site because of how the bookmark button is hidden behind an icon which to me looks like &quot;sharing&quot; (little square with arrow pointing up). Same for searching for text on the page.... it&#x27;s not intuitive. I have to &quot;think&quot; for too many milliseconds each time just to do those basic actions.<p>You could say &quot;I&#x27;m familiar with Apple&#x27;s annoyingly unintuitive iOS Safari UX for bookmarking and searching text on the page.&quot; &quot;Familiar&quot; has not saved the day in this case.<p>When I go to a site because I&#x27;m interested in their product, I&#x27;m not looking for a familiar interface in terms of layout or design replication from previously visited websites. I&#x27;m looking (unconsciously) for top level things such as clear presentation and logical, friendly layout. &quot;Logic&quot; can appear as many pathways. &quot;Interestingness&quot; is what humans get a buzz from and reward each other for all the time, so if I get a dose of interesting too, served just right and not too much, then it&#x27;s a winner.