Critical needs met by weak development models Truth be known, professional user interface design (UID) for screen-based products and services is in its infancy. Unlike professional usability engineering, which has a large body of highly structured research and critical constructs on which decisions can be made, UID lacks all manner of process and structure. Unfortunately for high-level corporate executives charged with the creation of mission-critical screen-based delivery models, UID is absolutely critical. UID is the only formal development function that is directed toward the "integration" of content, usability and visual style. As such, UID is best thought of as a means of bringing these three critical components together in a comprehensive, unified presentation widely known as the "customer experience." However, management of the UID process is fraught with problems, including skill set bias, poorly defined and often highly subjective decision rules, and unprofessional project management. These issues present serious and oftentimes career-threatening problems for executives involved in creation of mission-critical e-commerce initiatives.