A UI designer develops visually engaging and user-friendly interfaces for digital assets such as apps, video games, and websites. They work to combine fundamental design principles, user research, and industry best practices to craft layouts that are intuitive, responsive, and interactive. Their overall goal is to optimize user interaction and satisfaction while maintaining a high level of consistency with the brand identity. UI designers often work with cross-functional teams, which include UX designers, graphic designers, and developers, in order to ensure a seamless implementation of their designs. UI designers also continually fine-tune their work based on user feedback as a way to enhance the overall user experience design.