Is an Ugly UI the Same as a Bad Product?
As product marketers, our job is to take amazing products to market. But what exactly do we see as amazing? Is it a functional UI? A seamless user flow? Iconic branding? Or is it simply a product that works — one that solves a real problem, no matter how it looks?
There’s no doubt that visual stimulation is incredibly appealing to users. A well-designed, polished interface feels intuitive, modern, and trustworthy. But that might not always be the case. In the world of productivity — especially when it comes to tools designed to do, not just dazzle — beauty might just have to be in the eyes of the beholder.
So here’s the real question:
How can product marketers work with products that aren’t visually stunning, yet are functional, have an excellent user journey, and — surprisingly — a growing customer base that never seems to complain?
Do we push to make it fancy?
And on the flip side — what happens to a fancy product that lacks strong UX, doesn’t flow well, and just… doesn’t sell?
Let’s unpack this.
1. Working with a Product That’s Not Visually Appealing (But Works Like a Charm)
When marketing a product that isn’t “pretty,” but it works, here’s how to lean in:
Tip 1: Tell the Story of Outcomes, Not Just Features
Highlight how users win by using this product. Emphasize saved time, reduced stress, higher productivity, or even how it helps users avoid mistakes. Don’t sell the UI — sell what it enables.
Tip 2: Use Real Testimonials and Customer Proof
If people are using it and not complaining about the UI, that’s gold. User love becomes your best narrative. Show that the value outweighs the aesthetic.
Tip 3: Educate > Entertain
In your content and messaging, lean into tutorials, workflows, and deep dives. Productivity-led products often succeed because they make complexity feel manageable. Let your messaging do the same.
Tip 4: Push for Progressive Polish, Not Perfection
Instead of demanding a complete UI overhaul, advocate for incremental visual improvements — colors that don’t clash, more readable fonts, cleaner buttons etc. Make the design feel intentional, even if it’s not flashy.
2. Marketing a Visually Stunning Product That Doesn’t Convert
We’ve all seen them. Gorgeous interfaces, slick animations, bold colors — but poor adoption. Why? Because people don’t just use products for looks. They use them to solve a problem.
Tip 1: Pressure-Test the Product Narrative
Is the value proposition crystal clear? Fancy design can sometimes distract from the core message. Strip it back. Find the “why” and communicate it plainly.
Tip 2: Map the Drop-Offs
Work closely with product and UX to understand where users are getting lost or giving up. Good marketing also means being brutally honest about friction points.
Tip 3: Don’t Sell the Aesthetic — Bridge It to Function
Your marketing should connect the visual beauty to real utility. If it’s elegant, show how that elegance translates into a smoother workflow or faster results. Make it more than skin deep.
Tip 4: Rethink Your Ideal Customer Profile
Sometimes the product is solving a problem — just not for the right people. If the UI is built for creative pros but you’re targeting operations managers, no amount of polish will matter. Validate your market fit before blaming the design.
An ugly UI isn’t necessarily a bad product. And a pretty product isn’t always a good one. As product marketers, our role is to connect users to value — whatever it looks like. That means being able to recognize when a product’s success isn’t about its aesthetics, but about its impact. And it also means not being blinded by the shine of visual flair when the substance underneath is lacking.
So, do we push to make a functional product fancy? Maybe. But only if it supports the story we’re trying to tell. Because at the end of the day, good marketing isn’t about making things look good — it’s about making the right things clear.
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