As a UX Designer: As a designer with UX at the forefront of my mind, I design products that meet the needs of their customers, which involves user research, user testing, and processes like personas, user stories, and workflows. You may hire me to improve the aesthetics or to improve conversions via UI improvements, but I will always have input on the design of the product as a whole. I do all this LEAN and GUERILLA. Most companies have neither the budget nor the need for corporate-level focus groups and demographics research. But I believe with a little effort up front, you can capture 80% of what you need to know, and with ongoing DEDICATION to practices that prioritize your customers, you will always be making what you need to be making. As a UI Designer: I have a passion (read: addiction) to assessing and improving failed interfaces and workflows. I love being able to help products that are struggling to convert both to improve their effectiveness as well as their visual appeal. Because I am also a Front End Developer and tend to both design and IMPLEMENT my designs in code, I am always designing with implementation in mind, so my designs are developer-friendly and highly practical.