UI/UX Design: Creating Great User Experiences
UX and UI design are two essentials for developing a successful digital product. UX design, or user experience design, concentrates on forming an overall impression for users when they interact with a product. It requires doing research, learning user behavior, and constructing interfaces that are easy to navigate. By comparison UI design, or user interface design, centers around the visual elements of a product. It focuses on creating designs that are visually pleasing, esthetically attractive, and aligned with the style of the brand.
The contrast between UX and UI designs is significant, and the two disciplines are responsible for different touch points with the product. However, both UI and UX join forces to provide the best experience for customers and make them perform a profit-generated action in an app or on a website.
In this article, we dive deeper into the distinctions between UI and UX design, the tools needed for each of them, and why they are essential for creating competitive digital products. So, if you're a business owner, a novice designer, or simply curious about the tech world, this guide will help you understand the design process from A to Z.
Importance of UI/UX Design: key statistics and facts
According to a recent Statista report, at least a third of apps are uninstalled within 30 days. The reasons for that happening are different but poor usability is one of the key factors that make users look for better experiences elsewhere.
Here are some UI/UX statistics that speak for themselves:
The app bounce rate increases by 32% if the page load time goes from 1 to 3 seconds (Google)
67% of customers would abandon shopping carts because of unclear navigation (Shopify)
88% of customers are unlikely to revisit a website if they had a poor user experience (HubSpot)
32% of customers will stop using the brand they adore if they encounter a single negative experience (PWC)
47% of users will share their negative customer experience in the app or website with friends, while 44% of customers will tell about a positive experience (Marketing Charts)
75% of consumers determine the credibility of a business by its website design (Business.com)
94% of a website user's first impressions are design-related (Kinesis)
Finally, it should be noted that investing in UI/UX has a return on investment (ROI) of 9,900%, meaning that for every $1 invested, there is a return of $100 (Forester). This proves the exceptional importance of usability and the necessity to prioritize UI/UX design during an app or website development.
Understanding UX Design
UX design directly affects how users interact with a product or service and whether or not they will continue to use it. Good UX is all about positive impressions and pleasant emotions. It takes care of a smooth user journey throughout an app or website and ensures that every product feature is straightforward and easy to use.
There are opinions that UX is an independent discipline that exists autonomously from UI. We at Erbis partially agree with this. Indeed, UX design primarily focuses on functionality, usability, and ergonomics. However, a superior user experience requires exceptional visuals that convey brand style and business philosophy.
So, if you want to develop a competitive digital product, you should look for full-stack design services and mature design teams with a proven track record in product design projects. An experienced UI/UX design company will study your business idea and produce high-quality UI/UX based on your company's needs. Here is what your digital partner will do as a part of the UX design process:
Research and analysis
A top-quality UX starts with understanding the target market, customers, and competitors. Given this, a large part of a designer's work is devoted to data collection and investigation.
At the initial stage of project implementation, a UI/UX designer closely collaborates with the business analyst and product owner to understand what the product will be about and what value it will bring to customers. A UI/UX expert also studies competitive and related products, learns from their expertise, and identifies the drawbacks to be avoided.
During UX research, the designer uses various approaches and methodologies. The most common are:
user surveys
customer interviews
focus groups
observational studies
The UX/UX designer also implements quantitative and qualitative research, where the first results in numerical values and the second provides insights into user intentions.
An example of a quantitative research result is obtaining the percentage of users who clicked the call to action button.
An example of a qualitative research result is understanding the reasons why users cannot see or find the call to action button.
Persona creation
Personas are fictional characters that represent real users of your digital product. They are developed to get to know the target audience and understand its pains, goals, and obstacles in the way of goal achievement.
User personas are a result of comprehensive market research and customer analysis. The characters described in personas are clones of real people from real life. Although personas have fake names, addresses, professions, and hobbies, their images fully reflect the type of users who will interact with the app or website.
UI/UX designers typically create several personas in a software development project. Such personas represent different user groups with different lifestyles, social statuses, and goals, yet similar needs in using a software product.
For example, user personas of a car rental app may be as follows:
Christian, a 45 y/o senior executive who likes driving luxury cars in his spare time
Monica, a 40 y/o business owner who often goes on business trips and rents cars for work-related reasons
Jane, a 38 y/o mom of 3 who rents a car while on vacation to be mobile with their large family
Information architecture development
Information architecture (IA) is responsible for the content structure within an app or website. A well-thought-out information architecture is the basis of a convenient and easy-to-use digital product.
Designers usually represent IA in block diagrams. Each block illustrates a product section, and the sections are arranged in a hierarchical sequence.
IA development is an essential step in the UI/UX design process. Based on the information architecture, the designers create a sitemap or app map and define user flows within a digital product.
Wireframing
After creating the information architecture, the designer proceeds to develop a wireframe - a black-and-white sketch of the digital product. Unlike IA, a wireframe doesn't just outline product sections but shows the arrangement of elements on app screens or website pages.
A wireframe gives an idea of how the user will interact with the product, what actions they will perform on a specific page, and what output they will receive.
A wireframe is the first predecessor of the final product. Although it does not contain interactive elements, it explains what the future app or website will look like to the client and other stakeholders.
Prototyping
A clickable prototype is an animated wireframe that can be clicked, scrolled, and tapped. Although the prototype is still a colorless version of the product, it already provides a deeper understanding of the user experience through the provision of interactive elements.
Prototyping is crucial and, in fact, the final part of the UX designer's work.
At this stage, the UX expert provides the final version of the product, which only needs to be painted in the desired colors and complemented with the elements of graphic design, such as textures, typography, spaces, and images.
Product prototypes are created in special design programs such as Figma, InVision Studio, Adobe XD, Axure RP, and others. Design teams choose UX/UI design tools based on the project requirements, their own experience, and expected deadlines.
Understanding UI Design
UI design focuses on creating visually appealing, aesthetically pleasing, and user-friendly interfaces. The goal of UI design is to enhance the user experience by making it easier and more pleasant to interact with the software.
To create a good UI, the designer must have a broad range of knowledge of design practices and vast experience in diverse software projects. A professional UI designer must also be open to innovation, keep up with the latest design trends, and be able to suggest creative ideas that catch the users' attention and keep them engaged.
In most projects, the UI and UX designer roles are undertaken by the same person. This is because creating an effective user interface is impossible without understanding the principles of a smooth user experience.
A digital product should be first of all convenient and clear, and only then beautiful and attractive. At the same time, a competitive product cannot exist without proper style and graphics, and this is where visual design comes in.
Once the market and users have been analyzed, personas and wireframes created, and a prototype tested, it's time to move on to UI design. As part of the UI development process, the designer will complete the following steps.
Create a moodboard
Creating a moodboard is an essential step in the UI/UX design process. A moodboard is a visual tool that designers use to gather inspiration, organize ideas, and communicate the design direction with stakeholders.
To create a moodboard, the UI/UX designer should understand the project requirements, business goals, and customers' needs. Thus thorough understanding will help them select the right colors, typography, images, and other visual elements for digital product design.
As a part of moodboard creation, UI/UX designers do the following:
Collect inspiration. This includes browsing websites, design galleries, social media platforms, and stock photo websites.
Organize inspiration. The designers sort out the collected material to quickly access the necessary information when needed.
Create a digital or physical moodboard. Designers use tools like Canva, Adobe XD, or Figma to create a digital moodboard. Sometimes UI experts prefer a physical moodboard in the form of printed images arranged on a board or wall.
Decide on visual style
The visual style conveys the emotion of the product. It must be chosen with great care so as not to contradict the message that the digital product wants to convey to the user.
For example, if a UI/UX designer is working on a fitness app, they must create a style that will inspire the user to new achievements. If they develop a banking application, they must convey the emotion of confidence and create a sense of safety. Entertainment apps should distract the user from everyday worries and bring joy. E-commerce platforms are intended to bring the pleasure of quick and effortless shopping and make the users come back for new purchases.
Based on the emotion the product should evoke in users, the designer chooses the appropriate visual style. There are many types of visual design styles. Some of them are:
minimalism
maximalism
typographic style
retro
abstract
illustrated
playful
feminine
masculine
organic
modern
etc.
Create visual identity
Visual identity in UI/UX design is a crucial part of creating a recognizable brand and product. Elements such as typography, color schemes, iconography, graphics, and more are used to make sure that the product is perceived as unique and consistent. This helps users to build trust in the brand and become familiar with it quickly.
Additionally, creating a unified design language for the entire brand ensures a seamless experience for users across all touch points with the brand, from a website and mobile app to marketing materials and advertising campaigns.
To create a visual identity, designers study brand philosophy and the mission with which the brand entered the market. After that, they create visuals that speak the language of that brand.
Set up a visual hierarchy
This step of web and mobile design includes identifying the sequence of visual elements presented on a page or screen. A UI/UX designer decides what the user will see first, second, third, etc., and what visuals will accompany the user during their journey through the software product.
A visual hierarchy does not literally mean the appearance of design elements on the application screen or website page. Instead, it defines the sequence in which the user pays attention to these elements and performs certain actions in the product.
In a poor UI/UX design all the visual elements are of equal importance. This confuses the user and reduces the usability of the product. In a good UI/UX design, the visual hierarchy guides the user along the correct path and helps them quickly navigate the app or website.
Create visual persuasion
Visual persuasion in UI/UX design is about using design elements to create a user experience that motivates and inspires users to take action, ultimately leading to increased engagement, conversion rates, and customer satisfaction.
Some of the key aspects of creating visual persuasion are:
understanding the target audience
identifying the user's goals
building a visual hierarchy
applying colors strategically
using typography to create a hierarchy
using imagery to create an emotional connection
using social proof
utilizing user-generated content (if possible)
How UX/UI design impacts business success
UX/UI design plays a critical role in developing a winning business strategy. It is a powerful tool that can influence customer behavior, drive engagement, and ultimately lead to increased revenue and business growth. Here are the five ways UI/UX design impacts business success:
Improves customer satisfaction. When users have a positive experience using a product or service, they are more likely to return and become loyal customers. This leads to increased customer lifetime value, growing profits, and business expansion.
Makes business stand out. In today's digital world, competition is fierce, and businesses need to differentiate themselves to succeed. By investing in UX/UI design, companies can create a unique and memorable user experience that sets them apart from their competitors.
Increases conversion rates. By creating user-friendly interfaces, clear calls-to-action, and intuitive navigation structures, businesses can guide users toward the desired action, whether it's making a purchase or signing up for a service.
Reduces costs. When a product or service is designed with the user in mind, it can lead to fewer customer support inquiries, reduced training costs, and improved efficiency for the business.
Enhances brand reputation. Efficient UX/UI design contributes to creating a consistent brand experience across all touchpoints, including the website, app, and other digital platforms. This enhances the business's reputation and helps build trust with customers, which leads to business prosperity and success.
Five principles of good UX design
Having a great UX design creates a positive experience for users when they are interacting with the product. Typically, this means having a design that focuses on:
Simplicity. A clean, uncluttered, and easy-to-navigate user interface encourages the users to explore the product and make the most of it. And properly used visual hierarchy prioritizes information and guides the user's attention in the right direction.
A good example of simple UI/UX designis Google's homepage. It presents only the necessary information and leaves out anything that could distract the user.
Consistency. Good UI/UX should be consistent in terms of layout, visual elements, and functionality. This means that similar objects should look and feel the same way across devices and platforms so that customers interact with a product in an accustomed manner.
A good example of consistency in UI/UX design is Apple's iOS interface. It has a uniform look and feel across all its apps, which makes it easy for users to navigate.
Accessibility. User interfaces should be accessible to all users, including those with disabilities. To achieve that, designers may use appropriate color contrasts, provide text alternatives for images, and allow the possibility to navigate the interface using a keyboard.
An example of an accessible interface is Microsoft Narrator which helps visually impaired users navigate Windows.
Attractiveness. An engaging interface should be pleasant to watch and use. This means using high-quality images, visually appealing graphics, and business-related styles that make customers fall in love with the brand.
A great example of an attractive interface is Airbnb. With its high-resolution photos and eye-catching visuals, it entices users to use the service on a regular basis.
Credibility. Trustworthy software makes the customers’ experience more pleasant and encourages them to purchase products or services. Therefore, it is important to effectively incorporate reputable elements such as customer reviews, team photos, certificates, badges, etc. into UI/UX design to increase user engagement and conversion rates.
An example of a credible software resource is the Erbis website which introduces its team and shares clients' reviews.
Iterative design as a part of product efficiency
It should be noted that UI/UX design development is not a one-time action but rather an iterative process. In this process, a designer creates a design, receives feedback, and then makes changes to the design based on the feedback received. This cycle is then repeated until the UI/UX expert arrives at a final design solution that meets the desired objectives.
UI/UX design iteration is an essential part of the design process, as it allows the team to test and refine their ideas and ensure that they are meeting the needs of their target audience. By iterating on a design, potential issues or areas for improvement are identified and necessary adjustments are made before they become major issues.
Usability testing plays a key role in the design iteration process. At first, the development team carries out the testing process by itself. However, the most accurate feedback is received when the product is used over some time by real users.
The developers and designers use various testing methods and techniques. They can be:
moderated and unmoderated.
remote and in-person.
explorative and comparative.
Final thoughts
UI/UX design is a powerful tool that can help your business skyrocket to unbelievable heights.
With the help of design, you can grab potential customers' attention, get them interested in your product, and inspire them to make a purchase. An effective UI/UX design encourages positive emotions in users, strengthens brand trust, and grows conversions.
Good UI/UX is based on a deep understanding of customers' needs and desires, their lifestyles, daily troubles and pains, and the goals they want to achieve. Good design also differentiates itself from competitive offerings on the market and delivers unique value to the target audience.
If you are looking to disturb the market with a digital product, UI/UX design is one of the critical points to consider. And if you need help with professional UI/UX design services, it is best to hire an expert design team with relevant expertise and a proven track record of success.
At Erbis, we've been designing efficient interfaces for 11 years. Among our clients are medical institutions, retail businesses, automotive manufacturers, logistics companies, real estate agencies, and more. We cooperate with enterprises and startups and offer each client a tailor-made approach based on their needs and possibilities.
If you are interested in quality UI/UX design for web or mobile, feel free to get in touch with us. Our creative design professionals and technical experts will analyze your project idea and provide the solution that will take your business up a notch.
