UI is NOT UX, the UI is one tool in the UX designer's giant toolset.
Great design is hard work. It's a blend of science and art.
Shopping is a task, car shoppers have a job to do. Agreed? Great design obsesses about task completion (i.e. yield). When you're studying any UI you must fully embrace the users 'job to be done' (aka UX). Tasks have a beginning and an end, The UI 'should' create a path that intuitively aligns with the task to be done. In this path are choices. steps or stages. UX designers get paid to find friction in the workflow, then design new UI's to assist the shopper to go deeper into task completion.
This is why digital automotive is so far behind other digital spaces. The designers have never worked in a dealership, they ALL have access to reams of dealer's leads, call recordings, chat transcripts and they all defer to their 'feelings'.
Lets say you were creating a digital UX for a hospital and you've been tasked to improve the ROI of a flawed site. How mission critical is 'white space'? Will a Design makeover help? Yes, but the site UX is still flawed, so the impact to ROI is tiny. If the designer has never worked at a hospital, they have a looong road ahead of them.
(UI = User Interface • UX = User Experience)
