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Design isn't just about the look/feel/branding of a site or application.
Design is also about structure, visibility, mapping, persistence, and forgiveness.
An ugly but usable site will outdo a beautiful and confusing one.
An ugly and confusing site won't get much more than a second glance, unless the user has to extract information from this specific source, in which case the user will experience a range of negative emotions and be inefficient, until they learn the structure. This learning curve should be practically non-existent with an e-commerce offering.
There is something in aesthetics-for-the-sake-of-it, called the aesthetic/usability effect. A beautiful site will appear to be more usable. You can only take that so far.
Great design is subtle, inconspicuous, well-mapped to the target users' mental models, with clear signposting, and easy-to-digest, relevant information.
The example above is neither aesthetically pleasing or well-structured.
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