Explore the critical distinctions between User Experience (UX) and User Interface (UI) design in this insightful conference talk. Delve into the roles and responsibilities of UX and UI designers, examining the various categories within each discipline. Gain a comprehensive understanding of heuristic evaluation, including its importance, implementation techniques, and the 10 Usability Heuristics developed by Jakob Nielson and Don Norman. Learn essential do's and don'ts for UX researchers and designers, emphasizing the importance of user-centric approaches. Discover the characteristics that distinguish good UI designers from subpar ones through engaging examples. Enhance your ability to create not just visually appealing products, but truly useful and user-friendly experiences.