A solid, intuitive user interface is the key that can unlock the information and functionality that you want to provide to the end user. An application or website can be well built, but if the intended audience has enough trouble using it, none of that will matter. To me, ignoring good UI design is like building a Ferrari without a steering wheel. It may not be the most technically complex part of the project, but you can’t move forward without it. For every project in which I’ve been involved, I’ve striven to create user interfaces that are not only attractive, but functional. I consider the needs of the intended user, but also beyond that I include design elements that help increase the overall perceived value of a product. My goal is always to help the audience get what they need quickly, find what they want when they want it, and to never walk away confused.