There’s a lot to be said for beautiful and clean interfaces. However, just because something is aesthetically pleasing doesn’t mean it’s easy to use. That’s where usability testing comes in.
Usability testing can uncover what steps in your process are unclear and which are intuitive. http://www.farreachinc.com/blog/far-reach/2015/08/13/product-usability-testing-use-it-or-lose-it