I've been a graphic designer for fifteen years, and I'm tired of the insistence that user experience is a science. I've tested dozens of layouts, and what works for my tech-savvy clients fails completely for older users—so how can we claim there's one 'correct' approach? The best design I ever made came from ignoring the A/B test results and just trusting my gut about the client's audience. We need to stop pretending that creativity can be quantified, or are we okay with design becoming just another formula?