WHAT IS THE USER INTERFACE?
The user interface (UI) refers to the typography, design, and structure - all forms of graphics that the user sees and interacts with in order to navigate the website or application.
The UI is a component that makes up the total user experience (UX).
Many user interface designers confuse user interface design with user experience design. A user interface can look gorgeous and simultaneously have a poor user experience.
This is because the user interface is an outcome of the research, empathy, and thoughtfulness for the end user of the website or application. If the designer imposes his own sense of design onto the content of the website or application, the overall user experience can miss the mark.
User experience dictates our design process, however, we have a great appreciation for branding and aesthetics – we strive to provide not only a seamless user experience but also a user interface that properly reflects the brand.