Why is UI/UX so Important?

Why is User Interface/User Experience (UI/UX) so Important? It’s All in the Neuroscience

We live in a time of amazing technological advances. From the “supercomputers” we carry in our hands, and the plethora of apps that they offer, to smart appliances and automobiles, and immersive technologies such as augmented and virtual reality. Technology is advancing at an exponential rate and has the potential to increase our efficiency and quality of life.

Unfortunately, too often the primary focus is on the technology, with much less focus on optimizing the interface and the experience for the user (the UI/UX). Although computing power, specialized graphics, controllers, and the like are important, their value is diminished if they don’t engage the user in a way that is natural, and in a way that makes achieving the desired goal easy. Unnatural UI/UX increases the likelihood of failure, and results in ineffective and underutilized technology.

Too often the technological “wow” factor dominates, when what is more important is how the user’s brain and body are engaged in the interest of achieving some goal. Technology for the sake of technology is not an advance, but technology that increases our efficiency by embracing the importance of optimizing the interface with the user and the naturalness of the user’s experience, offers a huge advance. To build…