UI, UX, and CX focus on making things better, helping users achieve their goal when they use a digital product, completing their 'jobs to be done' and generally reflect the quality of the brand they're talking to.

The risk, however, is that we end designing for ourselves or focus on our own intelligence in what's created.

Carrie cousin's takes an insightful look at how the user, not the designer, should be empowered by great UI design.