Design is just like code, there is a version 1.0 that works, but isn't great and still needs some features. So you iterate on the code based on feedback and your own ideas. Design is the same, and if you include usability I think it is more important to iterate on your design than your code.
I did a consulting gig for a semi-large online retailer where we changed the design, the flow of the site, etc. Primarily design changes. And their turnover rose by 30% because of it.
First, it doesn't matter whether the page is made with tables, divs, or strawberry marmelade - the user will never know.
Second, don't think that just because something looks like it wasn't designed that it isn't. A large part of googles success lies in its simple design, bordering on the naive. Don't think that this isn't intentional and that a lot of hours haven't gone into designing it.
Design is just like code, there is a version 1.0 that works, but isn't great and still needs some features. So you iterate on the code based on feedback and your own ideas. Design is the same, and if you include usability I think it is more important to iterate on your design than your code.
I did a consulting gig for a semi-large online retailer where we changed the design, the flow of the site, etc. Primarily design changes. And their turnover rose by 30% because of it.
That's how important design is.