I work as a web analyst, so I have plenty of opportunity to see, quantitatively, just how important design is, and how often it's missing. Pretty but poorly-des

I work as a web analyst, so I have plenty of opportunity to see, quantitatively, just how important design is, and how often it's missing. Pretty but poorly-designed websites often under-perform by a factor of 10 compared to industry averages, for metrics as simple and basic as bounce rate or conversion rate. Just with exposure to some of the basic stumbling blocks I've seen sites trip on, I have enough domain-specific common sense to figure out about half of those questions. I think the author exaggerates the divide between creativity and design, although not by much. I couldn't make a web site to save my life, because my creativity is zero, but when someone else makes one I have enough of a sense of design to know what they did wrong. So creativity is still necessary in design work.