Building a beautiful website is one thing—crafting a functional experience is another thing entirely.

As brands grow and their product offerings become increasingly complex—or their user-base becomes more varied—it”s critical to think about who the users are and how to connect with them in ways that make their experience simple and intuitive.

UX is so often used interchangeably with UI—and oftentimes they go hand-in-hand—but, while it’s certainly important to design beautiful experiences, it’s even more important that they work.