They say first impressions are lasting impressions. The very first thing a user is going to notice about your mobile app, is its User Interface or UI. The traditional definition of UI is that it is “the space where interactions between humans and machines occurs.” Essentially, it refers to the look and feel of your app when viewed by the user. An effective and engaging UI can often spell the difference between success and failure of your mobile app. An application built with the perfect UI will help users operate the app in a more comfortable manner while increasing your brand value in their eyes. A bad UI on the other hand can cripple even the best and highly functional apps, simply because the user is not comfortable with the way it feels.