Unlike UX design – which is the overall user experience whenever a user engages with a product or service – UI (User Interface) design is purely digital. It covers all the visual and interactive elements of a product interface such as buttons, icons, spacing, typography, colour, and responsive design.Great UI delivers an enjoyable and frictionless user experience for your digital brand users. Customers today are quick to judge a decision based on usability, quality UX design can be the difference between a user choosing to follow through on an action or not.