User experience refers to the experience a user has on a website, with an app or a product. A good UX provides the user with a smooth experience that helps them easily achieve a desired outcome – an information, a purchase, a booking. The process to this outcome is what we call User Experience Design & Optimisation. The goal of UX design is to improve a user’s interaction with the product by optimising usability and accessibility. The resulting user interface is the visual translation of all measures of user experience optimisation.