Designing an accessible, usable and clear user interface that follows best-practices is key to increase conversion and keep customers engaged.
In order to create a beautiful user interface, we first of all need to make a way to provide the user with a great User Experience.
During the design phase of a new product, website or web-app, we keep track of designing a accessible product. Meaning the keep a high contrast, make buttons large enough, make text readable, don't use dark-patterns and follow patterns prescribed by W3C where possible.
Your brand's colors, fonts, photography and shapes are all part of the User Interface design that makes your brand a digital masterpiece.