The user interface (UI) refers to any touch points where humans and computers interact, including screens, displays, and keyboards.
The user interface can include high-level touch points, such as computer screens and keyboards, as well as detailed elements of a webpage, such as a menu, a button, or text.
As the primary connection points between the human user and the computer, the user interface — and the experience the user has while interacting with it — are impacted significantly by its design.
Convoluted, confusing, or visually unappealing interfaces can make it difficult for users to explore websites or find what they need — often resulting in higher bounce rates.
Brands and retailers that create clear, intuitive, user-friendly interfaces, however, generally see better engagement and an increase in customer loyalty.