User interface is a key aspect when developing a website and or app, and is a determining  factor to whether or not your website will be successful.  UI, also known as UX (user experience), is the science of how humans interact with machines such as computers.  The way people choose to operate different devices and websites may seem like a no brainer, but in reality, it is a very complex science that, if not done properly, can result in lower traffic and reduced sales.

Good UI/UX comes from a perfect balance of functionality, and design elements.   Always start your projects with persona mapping, information architecture, and wireframes to help you determine your goals without getting lost in the design.  It is very easy for a designer to take on a project and get carried away with the graphics.  Even though a website may look amazing and have that ‘wow’ factor the customers are looking for; if the design doesn’t portray proper functionality, users will become frustrated and leave.  

To create a successful interface that will attract more people and increase your sales, think simple.  The simpler your navigation is, the better your website will be.  Customers don’t want to be confused, they want a simple answer to their questions. Create clear top level messaging and key calls to actions.  Tie this all in with a simple design and your website will be well on its way to success.