From the blog
UXPosted on May 31, 2013 by jeanne
When creating an app, social media site or forum, don’t get too hung up on how cool, bold, bright or badass the UI looks. The UI is not why people are visiting your site or using your app. It’s about the content and the site’s/app’s ease of use. A cool, badass UI is invisible to the user. The UI should keep them focused on your content, not on your icons or background graphics, or the way the page swipes away.