What is UI?
UI is short for User Interface. These are all the elements related to the visual layer through which a site or app exposes its functionalities to the user.
When talking about UI design (or the interchangeably used GUI — Graphical User Interface) we mean the process of creating, arranging, and styling (picking the right palette and typography) individual subpages and on-page elements such as menus, the product card, the checkout form, or icons tied to adding a product to the cart. A properly designed UI is responsible for understanding how the various parts of the site work — a well-designed interface is intuitive and readable for the user.
The UI/GUI layer should also be aligned with the brand's visual identity and marketing communication, so that the store is a visually coherent component alongside other channels of customer contact. It's worth bearing in mind, however, that UI design should be grounded in good practice and technical requirements, since at times the designers' creative vision can significantly degrade the UX of the service.
When talking about UI design (or the interchangeably used GUI — Graphical User Interface) we mean the process of creating, arranging, and styling (picking the right palette and typography) individual subpages and on-page elements such as menus, the product card, the checkout form, or icons tied to adding a product to the cart. A properly designed UI is responsible for understanding how the various parts of the site work — a well-designed interface is intuitive and readable for the user.
The UI/GUI layer should also be aligned with the brand's visual identity and marketing communication, so that the store is a visually coherent component alongside other channels of customer contact. It's worth bearing in mind, however, that UI design should be grounded in good practice and technical requirements, since at times the designers' creative vision can significantly degrade the UX of the service.