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A lot of work goes into putting together digital products such as a successful software application, mobile app, video game, or website. There is the back end programming, the content, and the design to think about, and the user needs to be able to understand and engage with the touch points in the design to interact with it successfully. This last aspect is so crucial that there is a field known as user interface design (or "UI design") built around creating intuitive and attractive interfaces.
An effective user interface design can make the difference between a successful product and a failure. Users should understand immediately how to navigate to the page they need on a website or get to the settings screen in a mobile application, for example. A UI designer also has to take the likely users of a product and their level of sophistication into account.