The UI is one piece that makes up the user’s experience: what the user sees (or hears) and interacts with. UX (user experience) refers to a users’ perspective, thoughts, and feelings using a digital product.

The UX process informs the technical layer and the UI. As many product teams have discovered, without the foundation of UX, investing in design and development is futile. Teams get caught up chasing fads and features, reskinning interfaces without addressing underlying UX issues, and ultimately fail to provide what all digital products need in order to survive: value.