Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, the just saw something. It seemed obvious to them after a while.

Good UI design is all about putting the user first. Any aspect of a website, app or software that doesn’t consider the user’s needs is ultimately doomed to fail. A huge part of the UX design process is getting to know your target audience: what are their goals? What are their challenges? What motivates them, and how do they move? The entire product should be built for these people, so don’t even think about opening Sketch until you’ve done your user research.