This is an excellent article that anyone involved in software should understand: What non-technical entrepreneurs need to know about UX and UI
As you know, I’ve been on a journey to understand UX (which wasn’t even a thing, afaik, back when JibberJobber started). My earliest designers were much more consumed with how corners curved and what colors were where (which is UI) than with how to get more signups, users, and upgrades (which is more UX).
When I hired Udi, who is now full-time with another company in San Fransisco, he said the mockups he would send me would be in black and white (and gray)… that his focus wasn’t on colors, rather on prompting the user to do the next thing. And more importantly, get them to do the next right thing.
After years of working with “designers” who only knew UI, it was refreshing and awesome to work with someone who was interested in my business goals.
Check out Ben’s great article here.