Sure, Path 2.0 design is amazing. However, amazing design is not enough.

It is like fashion. Everybody is excited about it at the beginning, but then people are getting used to it and eventually it wears out. After it does, the user is left with the essence of the user experience and what Path misses most is a compelling and unique user experience that will make using it worthwhile.

“Amazing” design won’t get you anywhere
What is considered web design today is not really design. It is styling, pixel coloring or whatever you’d like to call it. Real design is about solving problems. It is way more holistic and deep than the actual work we do in Photoshop. Real design is about creating a thoughtful, engaging user experience. Aesthetic styling can be then applied to enhance the experience as long as it doesn’t get in its way.

There’s a reason why the most successful internet companies have fairly utilitarian design — take Facebook, Google or Amazon as an example. The focus is on creating a fantastic experience that delights users and adds value.

Instagram’s design is utilitarian and is way less “sexier” that Path’s. However, Instagram made taking and sharing photos so easy and delightful and that was enough.