This is an intyeresting article which is unlike anything I've seen so far. Basically what it says is - don't be creative. It's useless. Instead, use other success stories as a reference and:
- Build on the shoulders of giants - use the design patterns of the most popular apps. Users are used to them.
- Each UI should have a goal.
- Group together elements that you love.
- Test these designs in Wireframes.
- These your desgins on real people.