Everyone has their opinion, and even those opinions can change depending on one’s mood and context. It’s nice to build something so good looking that people say “That’s cool. What does it do?” But it’s usually not the aesthetics of something that solves problems.

What isn’t subjective is clarity. Either someone gets the point or they don’t. They see the benefits or they don’t. It’s so easy to be frustrated and confounded at someone else’s lack of knowledge. It pays to put aside our own knowledge and embrace the customer’s lack of knowledge so we can meet them where they are, understand the gaps, and then bring them up to speed.

Whatever the “look and feel” are, be sure to nail down the problem your customer has, and how they will benefit from your solution. That’s how we solve for the problems. Adding good looks on top of that is icing on the cake.