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Form before function has always been the rule in fiance. But how about function AND form?
A well designed interface will allow users to understand and roll through the construct with less confusion and fewer 'learned behaviors'. Quicker trades, less help-desk action, more efficiency - one click instead of three clicks, interactive grids instead of pop-ups, consistent and intuitive widgets that walk all over yesterdays spreadsheets.
Is your application ready for market?
We treat sufficiently advanced technology as though it were human, conversely we treat outdated technology as if it were trash.
Believe it or not, attractive things actually work better, and according to usability studies, the "appeal of the overall visual design of an application, including layout, typography, font size, and color schemes," is the number one factor we use to evaluate credibility.
http://www.humandrift.com