User interface (UI) is anything a user may interact with to use a digital product or service. This includes everything from screens and touchscreens, keyboards, sounds, and even lights.
User interface design is a purely digital practice. It considers all the visual, interactive elements of a product interface—including buttons, icons, spacing, typography, color schemes, and responsive design.
The goal of UI design is to visually guide the user through a product’s interface. It’s all about creating an intuitive experience that doesn’t require the user to think too much!
UI design transfers the brand’s strengths and visual assets to a product’s interface, making sure the design is consistent, coherent, and aesthetically pleasing.