I learned this as a consultant in the room with people looking at three vendors for a solution for a specialized tool management software. I gravitated to the

I learned this as a consultant in the room with people looking at three vendors for a solution for a specialized tool management software. I gravitated to the tool that looked like it was the easiest to use, but the users gravitated to the ugliest one because they could just use the keyboard and get their job done. It had more on the page and it was designed for experts. Ease of use is different than ease of learning, but the key is to understand the use case for your user. What does your user need, and what do they think they need? Attractive interfaces are only one part of it.