AND I DESIGNED IT! I was able to spend a lot of time working on the design (uncommon in the startup environment), and I did a great deal of testing and re-iterating, which had a massive impact on the success of the design.
This is a really hard product to design for - we have too many content types and are trying to do too many things, because we INHERITED the project, rather than starting fresh.
But, everything we do have is really awesome, so the trick is trying to make it understandable. Go get it on the Appstore. How did we do?