Digital Themes

User Experience/User Interface Design

What is User Experience/User Interface Design?

User Experience/User Interface Design (UX/UI) involves the creation and design of a customer's interactions with a business. A user interface (UI) specifically concerns the interactions between customers and equipment (e.g. a customer viewing your webpage or downloading your app). In this area, synergy and ease of use are key. The user experience (UX) refers to every part of a customer's experience with a business, including products, customer service, and interactions with any part of the company.

While they are not the same, they are often grouped together because they're both invaluable to the success of a business, and the success of each other. Both teams conduct user research with prototyping tools, but they use different portions of that information. UI delves into the graphic design of the product website or the interface elements on the company's app. UI designers are in control of all the visual elements that users interact with on a webpage or app, including text, form fields, buttons and clickables, and graphic placement to ensure that it supports both the new products as well as the ongoing aesthetics of the company. UX designers work within the product design process to create user-friendly products and guarantee that the user's interactions with every part of the product and company are as seamless as possible. UX designers are also involved with the user interface design, as they are concerned with every aspect of the customer experience. For this reason, these two teams often work very closely with each other.

Both UI and UX design teams work towards enhancing the customer experience. UI designers do this by integrating interactive design, expertly planned information architecture, and a visual design and flow that the customer has come to expect. UX designers then strengthen that interface with back-end design to reduce error messages and friction and lengthen the amount of time the target users will spend on the site.

What are the benefits of having UI/UX design integration?

  • Navigation - Users demand seamless navigation. If they can't find what they're looking for on your site, they're likely to leave and find it somewhere else. Reducing friction from blank pages and error messages will keep users calm and engaged when interacting with your site.

  • Correlation - Companies with varying lines of business can benefit greatly from UI/UX design. Common design elements across all platforms let users know that the various offerings all come from the same company.

  • Time well spent - Interactive, interesting design leads to users spending more time interacting with your company. Engaging users who visit your site builds customer confidence and can provide valuable back-end analytics.

  • Brand clarity - Simplifying and streamlining your brand's image across all platforms and to all users creates a clear vision for your team and your customers.

  • Usability - UI/UX design can empower your message across platforms, ensuring that those visiting your site or app all have the same visual experience, whether viewing from a computer, a tablet, or their phone. If prospects can only see your site correctly if it's displayed on a large screen, you immediately lose the possibility of selling to anyone without a computer.
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