Instinct married with Experience can provide insight up until a certain level. It can provide a path and accelerate ways to achieve results. Users and Consumers aren't indeed designers, but forcing upon them experiences that require a certain amount of learnability, memorability and even heightens complexity, eventually alienates them from whatever you're designing. The goal is to involve them in the process, interpreting their feedback, and the professionals utilizing research and their expertise on the market to deploy solutions that are sensical and understandable. Otherwise you're basically designing things for yourself.