In an information society marked by the active participation of the user, the interface becomes the key element of interaction between people and devices. It enables user experiences that shape the direction of a company and, by extension, the market: companies must no longer merely sell their products or services, they must also create memorable experiences for their consumers. Businesses in a range of sectors (leisure and entertainment, training and education, health, economy, culture and fashion, among others) need to manage and organise information gathered from various interactive devices in order to develop competitive projects. Only a deep understanding of human behaviour permits us to optimise the user experience through design and innovation methodologies, resulting in the acquisition of new customers and their loyalty.