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The process of designing a website or other digital experience is often split into two phases: user experience (UX) design and user interface (UI) design.

The first, user experience design, is concerned with how the website will function. Often this involves an approach called “user-centric design” which involves placing the end users of the website at the heart of the UX design process. You might consider what they want to achieve in visiting the site, and then try to design something that allows them to achieve that in the most obvious and intuitive way.