There is a fundamental difference between UI (user interface) and UX (user experience). Your user experience goal should be what you want the visitor to accomplish while browsing your site, and your site design should allow them to easily navigate to that final location. You must properly define what these goals are ahead of time so that you can most effectively design your user interface. Quick-loading pages and the fastest path from your entry point to conversion are great, but they may leave something to be desired in your overall design. There’s so much more than just layout and color; effective design acts as a roadmap for your user.