[jmulder]

Exactly. Too many people think UI design is about making something look pretty, but it's not. Making something look pretty is a nicely added bonus, but before all you must help the user in doing what they want in a way that's efficient and effective, while still supporting the company's commercial goals. More than often it's an incredibly challenge to balance this properly, but succeeding in this is what, in my opinion, makes a great designer.