I love this question because it taunts you to provide a nice simple answer, which of course would be wrong. UI is the layer between a human being and a computer, the bridge between the irrational and the rational. Because the problem involves an irrational human being then the solution is also equally irrational. Thus the simple rational question about what the best UI is becomes very complex to answer. Clearly, everyone wants UI that is performant, intuitive and unobtrusive. We are also highly emotional beings and tend to want something that connects with more subconscious desires. Something that feels welcoming, friendly, professional, calculating, beautiful, tempting, etc. Not everyone’s subconscious desires are the same which makes designing UI a challenging process.

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