WEBVTT 00:00:00.000 --> 00:00:31.520 A lot of the users have now become very tech-savvy. A lot of the people using apps and using websites have been using them for 15 or 20 years now. And they are pretty skilled, so they understand the typical patterns. They know that a checkout icon should be in the top-right corner. They know how a good login and registration works; so, all things like that 00:00:31.520 --> 00:01:00.300 are kind of predetermined and there's pretty  little innovation here. So, you can do research to test the viability of the product. But in a couple of really, really like pattern cases there isn't really much way to innovate and user  interface – the *visuals can be the differentiator*, and of course, we can use a design system like  Material Design, but that would be a horrible world to live in because those apps would be all  looking boring and soulless. 00:01:00.300 --> 00:01:31.464 And people want that design – that's why people buy Apple products among other things, because they look good and they are different than everything else, at least sometimes. So, *people buy with their eyes* and we really need to remember that. And also, there is something called *aesthetic usability effect*, which means that if something looks good, it's naturally perceived by people as being more usable even if it's not. So, those visuals are important  and we really, really need to keep that in mind. 00:01:31.464 --> 00:02:00.400 Okay, so let's get to the actual  UI after that lengthy intro. Let's start with *visualizing* because we need to  visualize what we're going to make and of course, if we don't have a lot of experience, we need to kind of use what we have. So, the *less experience we have, the harder it is to visualize* the things that we want to design. And I have a very good example of how it often ends up and how it actually discourages people that comes from 'The Simpsons'. 00:02:00.400 --> 00:02:32.686 So, you see an image in your head and you try to recreate it and you end up with something like this and you say to yourself, 'Why doesn't mine look like that?' And this is because we often think that it's really easy to just recreate something that we have in our head without the foundational elements that are making up a good design, and we think that those Dribbble shots – you know – with like semi-transparent buttons are what is good design, so we kind of skip the whole grid, skip the typography, 00:02:32.686 --> 00:03:01.544 just add a nice gradient and we  think that's going to be fine. Well, it's not the case. So, what is UI design? In general, what you really, really need to learn first, because everything else comes with practice, is *grid typography*, *hierarchy*, *readability* and *some basic aesthetics*, but you don't really need to be an artist, and design is definitely not art. It's not art because you have a very limited kind of scope of what you can do, 00:03:01.544 --> 00:03:35.971 and you can't be "too creative" because that's going to make it unusable. So, a lot of those Dribbble shots are basically artworks and they're just not able to become a real product because  they are done in a way to just kind of have like a flashy visual. So, we need to understand that, but what I think is the most important thing is *the grid and the layout*. But I often tell the junior designers what I think a UI design really is because this whole design thing is  really like created to feel difficult to people. 00:03:35.971 --> 00:04:02.146 Like, you know, we have those super genius UX designers talking about lengthy processes, and as a junior we get discouraged – we  get like, 'Oh, I'm not going to learn that ever because I'm not a super genius like they  are.' But in reality, a lot of the design is basically moving rectangles around. So, you take a rectangle and based on some research and some knowledge you move it to a different position, change the color, change the size and that's it. 00:04:02.146 --> 00:04:13.840 And it's all rectangles, even if you're moving ovals because the bounding boxes are rectangular as well. So, if you learn *how and why and where to  move those rectangles to*, you're set to go.