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Have you been able to pull good talent from local colleges, Craigslist, or other websites, and how did you narrow down the field? (I am reluctantly moving forward with eLance, but I'd rather find someone local.)
This may be off topic, but I think part of is it the graphics, and part of it is the AJAX "feel". By that I mean, even though Google Reader and GMail are AJAX apps, they don't "look" like it. I think that is kind of the point though: they're functional, and they don't get in the way. We used lightbox type effects, loading buttons and drop downs sparingly, to really enhance the user's experience.
It's really hard to hire a talented creative director if you know nothing about design. You may want to consider working with a design studio for now, just to learn the ropes and gain a higher appreciation. Poke around design award websites or places like deviantart.com to find one.
It's a small branding agency that works great, and it's in south america.
Myself. Photoshop is extremely easy to learn - mainly for regular web sites/graphics. Spend some time and read some tutorials. Get yourself very familiar with CSS. And begin scanning through CSS galleries to get inspiration. Sites like Vimeo are extremely easy to design. Don't waste your money.