User interface design, or UI design, focuses on creating visually appealing and intuitive interfaces for digital products like a website or mobile application. It involves the careful arrangement of elements such as buttons, menus, and navigation systems to create a better experience for the user. UI designers prioritize usability and accessibility while considering factors like layout, color schemes, typography, and visual hierarchy. Their goal is to use design to create seamless navigation and interaction with a product, contributing to the overall success of the product or application.