User Experience (UX) Design is the process design teams use to create products that provide meaningful and relevant experiences to users. This involves the design of the entire process of acquiring and integrating the product, including aspects of branding, design, usability and function.
UX is the primary differentiator in the modern software market. Feature parity is easy; experience supremacy is hard. Investment in UX reduces support costs, increases conversion rates, and builds brand loyalty.
UX is not just "making it pretty." It is a technical discipline rooted in psychology and data. We view UX through the lens of efficiency: minimize the steps, reduce the friction, and respect the user's time. Good UX is invisible.