UI design, or user interface design, is the process of designing the visual and interactive elements of a digital product or service, such as a website, mobile app, or software application. The goal of UI design is to create a visually appealing and intuitive interface that is easy for users to navigate and interact with.

UI designers typically work with a team of developers, UX designers, and other stakeholders to create a user interface that is aesthetically pleasing and functional. This involves designing elements such as buttons, menus, icons, typography, and color schemes, as well as the layout and structure of the interface.

UI designers also consider factors such as user psychology, usability, and accessibility when designing interfaces. They may conduct user research and testing to gather feedback and insights on how users interact with the interface, and use this information to refine and improve the design.

Overall, UI design plays a crucial role in creating a positive user experience and can impact how users perceive and engage with a digital product or service.