Making it pretty isn’t the point. We know that fixating on design aesthetics or notions of interface elegance can distract from UX’s ultimate endgame: delivering a bottom-line return to business. Sure, your interfaces need to look good, but the higher-value conversation is how User Experience Design empowers users and customers to complete business-critical tasks faster. 

So, we’re taking a stand against superficial design and excessive ornamentation. It's time to get back to business and maximise productivity, eliminate friction and deliver business-critical results that drive your business into the future. That's the point. We call it Business Class User Experience.