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Pretty much every tech product, whether a mobile phone or a web app, has a feature list — a big list of things that product promises to do. Companies are proud of their long feature lists and consumers love to compare the features of their new gadget against that of their friends'. But there is one thing that's even more important than all of this. The user interface (UI).The user interface is the gateway between the person using a product and its feature set — indeed, without a UI, the user wouldn't be able to interact with their gadget or app. Make a bad UI and the user won't be able to get to half the features your product has (and that's if you're lucky). They just won't be able to navigate to the feature they were looking for, won't figure out how to use it or simply won't even know it's there.