User Interface (UI) describes the experience that a person has upon accessing a website or software. No matter what the application, the end goal of UI design is to make the target audience’s interaction with the system as easy and productive as possible. The tasks that the user is expected to complete should be easy to accomplish and should not require any unnecessary effort. The environment should be easy to interpret and should adapt to the user’s needs.
Good UI design is a balance of advanced technical functions, attractive visual elements, and a deep understanding of the user’s decision-making process. Once the desired conversion is identified, there should always be multiple paths that lead to that conversion. All use-types should be accounted for through the creation of a variety of straightforward conversion flows. For example, one type of user might prefer to click a button to make a purchase, whereas another user might prefer to click on a hyperlink in a block of text. Both users should be able to complete the conversion using their preferred method without taking any extra steps or providing any extra information. Conversions are far more likely when the user has a positive experience; therefore, we always design and develop websites and backend interfaces that are driven by the end consumer.
See good UI design in action: