Consumer behavior is the basis for UX design today, yet it is largely underutilized. Finding the right balance between UX and UI is a tussle nobody can avoid. More often than not we end up siding with User Interface as the primary way of judging a web app since the medium is visual and tangible. But our users look beyond, their actions, intuitions function on patterns, hierarchies and biases. They can distinguish between good and bad UI/UX design based on the anchoring point of market leaders – Amazon, Flipkart, Lenskart, Swiggy and the likes. These benchmarks may vary in User Interface design from each other but have excellent User Experience. This allows their user to accomplish a task without much thought, relying on pattern-like behavior. For the build, we went deep into understanding the Customer Personas of the Pee Safe buyer and their motivations. We used that as the north star for everything. Everything. Some of the methods we applied to enable discovery were Product Usage Analytics, Empathy Maps, Stakeholder Interviews, Customer Journey & Persona Mapping, Design Thinking Workshops with various Pee Safe team-members (many of whom directly engage with customers or their metrics – customer support, marketplace management, marketing et al) The information generated out of this was integral to building experiential pathways for the future of the product. User centric wireframe for PeesafeA simple yet user centric wireframe for building an Experience of Comfort & Care.