Complete Design

Square from a web design agency’s perspective: http://www.digitalskratch.com/blog/square-charge-cilents-with-your-iphone/

Square from a domain expert’s point of view: http://sq-skim.com/

Is “fit for purpose” more important than aesthetics and user experience?

This ad campaign points purely to fitness for purpose. A blue ocean strategy in a market filled with campaigns highlighting design and performance:
http://www.youtube.com/watch?v=Q3V5S7NhvcA

I believe a fair amount of attention to both fitness for purpose as well as aesthetics and user experience is the way to go for web applications going forward …