Any company that wants to thrive in the modern business world must place the customer experience at the heart of its operations. This is especially true for companies offering digital products, where users have a wealth of alternative options just one click away. That's where UX/UI designers come in. User experience (UX) design ensures cannot simply get something done using your product but actually enjoy the experience of getting from point A to point B. User interface (UI) design ensures that the screen visually communicates the path to get users from point A to point B without friction or doubt.