User experience, accessibility, usability, and branding are not just marketing terms. When applied to a project these principles create a sense of trust from our users and help them navigate our products while reducing frustration and confusion. Whether an application UI or a public API, clarity in how they are presented is key to user acquisition and retention. In this talk we will show examples of how UX principles affect our user’s trust of our products and how seemingly small decisions can make a large impact.