Earlier quoted context omitted.
> Design is how it works, not how it looks. After over a decade of people jumping into these discussions with this line, I’ve gotta push back: Design is also how things look, and how things look can be important. Consumers care about how things look. If we dismiss presentation and drive people towards UX stuff every time it comes up, then the people we talk to are going to end up having good ideas that no one buys be…
I'd also note that despite Jakob Nielsen's prominence nobody designs like he suggests. We should be open to the idea that beauty and delight may be more important than usability or features.
Or, in business terms, beauty has terrible ROI.