All the UI designers claim their UI is intuitive, however, they never say WHO it is intuitive for. What is intuitive for one is counter intuitive for another. How we perceive things is as much decided by our cultural and social background as anything else, even our sub-cultural background.

I once was involved with a bunch of people working out how to do menus for an app we were putting together. Some were IT software people, some were IT hardware people, some were teachers and some were writers. What was interesting is that the layouts and menu organisations done by each group had a few things the same, but there were many more that were very different between the groups while very similar within the groups. This was because all the groups were used to looking at things differently and thus what was intuitive for one was not for another.

Windows 8 Metro is a very good example of this problem. Those who use touch screen devices and apps all day find it very intuitive, while those who rarely or never use a touch screen find nothing about it intuitive.

When designing a menu or UI for any group, you need to involve some people from the intended end user group so you can design it to be intuitive for the intended end users. Or design it so that it can be heavily customised post sale so the end user can make it more fit their own personal needs.