“ Designers like Naoto Fukasawa have taken the User Centered Design method a step further. For Fukasawa, the role of design is not just ease of use but invisibility. In other words, the design should fit so well with user needs and expectations that it “dissolves into behavior.” The user is unaware of the choices the designer has made. In fact, the user should be unaware of the existence of the designer at all.”
Source: designmind.frogdesign.com