The major role of a UI designer is to create visually appealing and intuitive interfaces that accurately convey brands, which are easy and enjoyable to navigate from the user’s perspective. They care for colours and imagery, typography and layout, visual and responsive design, spacing, and animations. UX designers make a product or service usable, functional, enjoyable, and accessible. To achieve this, they understand the user and the brand, conduct extensive user research, develop user personas, build organized information architecture, create wireframes, prototypes and high-fidelity design, and conduct user testing.