Whether it's UI research, design, or UI developers, it's all about knowing how users think, according to Dice's Goli. Experts in this field understand and predict the behavior part of the equation and help shape how the experience needs to flow step by step.
"The user interface is as important as the back-end code. If you've got a user interface that is not working, counterintuitive, or frustrating for people to use, it won't matter if the back-end code works or not. Both Google and Apple have user interface guidelines because they want consistency in the way their apps are used," says On The GoWARE's Newman.