User experience (UX) is the process of designing (digital or physical) products that are useful, easy to use, and delightful to interact with. UX focuses on having a deep understanding of users, what they need, what they value, their abilities, and also their limitations. It also takes into account the business goals and objectives of the group managing the project. UX best practices promote improving the quality of the user’s interaction with and perceptions of your product and any related services.  It’s about enhancing the experience that people have while interacting with your product, and making sure they find value in what you’re providing.