UI/UX design is the art of creating user-friendly interfaces and user journeys that enable users to understand how to use complex technical products. UX design is about the overall feel of the experience, while UI design is about how the product’s interfaces look and function. Both user interface (UI) and user experience (UX) design need to be aligned with user expectations and work processes to create an excellent product. Therefore, user interface and user experience designers collaborate deeply with each other and with other technical and business colleagues. The process includes user and market research, the creation of visual prototypes, A/B testing, coding, and continuous improvement based on actual product usage.

A key part of UI/UX design is bridging the gap between user needs, business goals, user data, and technology. As opposed to B2C purchases, B2B decisions are made carefully with multiple stakeholders providing input. There will likely also be multiple users coming from very different perspectives (e.g., operations, middle management, senior management, IT). It is, therefore, necessary to convince different members of an organization that this is the best solution.