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When thinking about a new website design, user interface (UI) design isn’t typically the first thing business owners, entrepreneurs or marketing teams think of. Some do but most are enamoured with what the new site is going to look like rather than its functionality. But let’s be real, when you are on a website and it isn’t working properly well, what the heck? And as pretty as the site may be, if it doesn’t operate the way you expect it to, you could care less about what the site looks like.