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Ultimately, perhaps the richest and most important source of design ideas is the user themselves. But how, he asked, do we come up with the hypotheses in the first place? His answer was to use graphical methods not to present final results, but to explore the data, to play with it, to let it reveal its secrets. The rows on the homepage, with titles like "Critically-Acclaimed Sci-Fi & Fantasy" or "Witty TV Comedies," are the curated shelves. This combination creates a powerful cycle of reinforcement that is difficult for purely digital or purely text-based systems to match. Furthermore, a website theme is not a template for a single page, but a system of interconnected templates for all the different types of pages a website might need. In graphic design, this language is most explicit.