Basically DA:O and even DA2 had a very good interface. This is the classic example of the statement "If it isn't broken don't fix it."
I swear that if anyone just played through the first hour alone with the PC controls they would know they were broken. They either never bothered testing them or were well aware of the problem and didn't care. Either way shows contempt for the PC market, if not outright hostility.
Which is a real shame because this is a series which was designed for and catered to the PC market. And if I recall correctly the PC sales are outperforming any other platfrom on the market. Which shows how little EA seems to understand there target audience (again).
Anyways, to be completely honst, I have tried playing the game with a controller. Basically, it is little better, they could have done much better with that as well. So regardless of which device you use, the UI is a complete mess.