It goes without saying that every time we plan a piece of software, an app or a web app, we need to think about the person who is going to use it. What do they need it to do? How would they prefer to interact with it? What happens if they don’t use it in the way we envisaged? User experience design encompasses all these things.
The design of the UI, or graphics, is only one part of the process, although it’s the most visible one. A good user interface will evoke your brand and reinforce positive associations by providing a pleasant and productive experience for your customers.