Not a hype at all. Having a great experience holds priority over great UI. Users are becoming smarter these days and designers cannot underestimate them by providing a really poor experience but all jazzy and funky UI. Having a good experience matters a lot these days and can even determine the success and failure of a product. The best example here is Amazon. Even though they may have a real clumsy UI, their experience is what gets them over the line. The seamless and easy process of browsing for a product, adding to cart, checkout and payment is so easy anybody can use it. That’s all matters. Some of the biggest products out there may not have the fanciest of UI, but their experience is on point and that’s what works really well these days.
About Swathi Kirthyvasan
Swathi is a Design Consultant & Content Writer based out of Hyderabad, India. She currently assists on UX design projects at her work along with creating graphics and illustrations. She is also a part-time artist and illustrator who works with watercolours, ink and paper. In her free time, she enjoys photography, reading and cooking and can't go a day without a cup of green tea.