Onur Cobanli explains:
Good design is friendly and it should be, but what is a friendly product? A friendly product is a forgiving product that accepts you as who you are, a person that has little time and lots of things to do therefore having little to none mental capacity left for anything. Good design is friendly in sense, for example if it is a product it is easy to use and hard to make mistakes with. That’s great. Now, great design is not friendly; it is lovely; and like love, it makes you blind to its mistakes; sometimes it hurts you but you still love it; because great design creates that emotional connection that you long for; it is something you cherish and love, not just a friendly product that help you out.