If something doesn't function well, how it looks is superficial and irrelevant. However, there are times when how something looks makes all the difference.
Take, for example, butterflies and ladybugs. Born in a third world country, I admit I'm not a big fan of insects. But when it comes to butterflies and ladybugs, I will go out of my way to admire them closely. I love them simply because of how they look. Why I don't feel the same way about a fly, mosquito, or cockroach isn't hard to understand.
Therefore, when you are trying to build something, such as a service or product, be sure to splash in some great design. Try to create a "Wow!" factor and make it look nice if you can.
Desktop computers used to come in predominately beige boxes. After all, computers compute. Who cares what they looked like outside. But one particular computer company called Apple took the extra effort to make those boxes look beautiful. They made other beautiful-looking products. They later became the most valuable corporation in the world.