"You can’t just engineer anymore. You have to design" is bullshit. Design is a tool, you still have to measure its results, pretty is not equal to better.<p>You can really see this if you look at the history of direct mail, some of the best performing mailers ever were pretty ugly. (source: <a href="http://www.amazon.com/Million-Dollar-Mailings-Dension-Hatch/dp/1566251621" rel="nofollow">http://www.amazon.com/Million-Dollar-Mailings-Dension-Hatch/...</a>)