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Best user experiences cannot be impactful if they are not presented in beautiful looking way and best-looking user interfaces cannot do good if they missing good user experience. User interface plays a very important role in success of software products by making them look good and appealing to the end user.
The user interface design is much more than just choosing color palettes and implementing them into software design to make it look good. Good UI experts take care of not just appealing colors but digital assets used, copyright issues, responsiveness of platforms, screen sizes, asset sizes making it overall fast and aesthetic experience for end users.