User interface is in the eyes of the beholder; technical specification is what it is made of. User experience is in their mind.
How it looks is important. How it works is important as well, but both pale in comparison to the feeling a user gets on using it.
This is what most people miss out on. Architecture is the tech spec, UI is how it looks and UX is the feeling you get. Appiness, with its innovation and creative conceit, ensures that technically and visually, the project is perfect,
while providing a pleasurable user experience.
The trouble with so many of us is that we underestimate the power of simplicity.
We use human behavioural studies, psychology and multiple analytical tools to define what the users might like and provide them with what they want. We realised long ago that in today’s world, you cannot define the behaviour of users
we have to learn to decode their preferences and adapt ourselves. We try to merge functionality with pleasurable user experience and build marketing processes around it, rather than the other way around.
UI/UX design is not a new school of thought, it is the same human behavior which makes us prefer happier places over gloomy once places and pretty things over the ugly. It's a mix of eons of human behavioral pattern study and following
the best practices used in the past 30 years along with constant research and adaptation of latest technology to enable cutting edge, almost orgasmic, user experience over the web.