“I’ll know it when I see it” is a phrase that many of us have heard, especially when talking about good design. The funny thing about user interface (UI) design is that if it’s done well, you don’t see it. Good design becomes an extension of you. When applied to websites or apps, a good UI allows the user to feel like they’re in command. It encourages them to explore and rewards them with intuitive and satisfying experiences. For those reasons and more, having a seamless UI is a crucial part of any app’s or website’s success as a business tool. This article explores the three most important UI design principles that your business should address. Incorporating them into your website will drive sales and click-through rates by providing your customers with a hassle-free and engaging digital environment.