What is UX/UI design?

What was once a trend has now become a must, and UX-UI product design has emerged as one of the most powerful tools for connecting with your audience.

Experience has become a major factor in web development. It determines the audience's brand awareness after the first impact, but also how it accompanies them during navigation, guiding them to show them the value proposal and its benefits. In addition, the automation and simplification of processes that focus on the user allows for cost reduction and customer loyalty.

What does UX/UI mean?

User Experience:

User Experience (UX) is a person's perceptions and responses resulting from the intended use of a product, system or service. The origin of the term is attributed to Donald Norman in the mid-1990s when he was working on the Apple team.

Experience runs through everything related to the product, how you acquire it, how you buy it, how you share it, see it, feel it and experience it.

Infographics with UX/UI differences

User Interface or Usability

User interface (UI) is one of several disciplines responsible for creating interfaces where users interact with digital products.

When a user accesses our product, there are certain actions that we want to be performed. The UI will help us to make it natural for users to commit those actions.

A UI designer focuses on the overall structure and function of a website or application and how a user interacts and feels about the product.

The professionals who usually perform this action are programmers and designers.


Elements that make UX good or bad

Users should feel comfortable from the first moment they interact with the digital product. Our environment must avoid "making them think"; this is Steve Krug's first law of usability. For him, if something is usable, a person with average or less experience and skills can find a way to use it.

For this to happen, we must comply with a series of good practices:

  1. We must use colour correctly: it must convey the image of the brand and not overload the user. By using more colours, our page will not necessarily be more eye-catching.
  2. Correct use of sizes, margins and spaces. We must keep in mind that the sizes within an app or web are what will create a hierarchy, making some elements stand out from others.
  3. Use blank spaces to create groups. Blank spaces are a powerful resource to guide the user's eyes and help them detect groups of elements.
  4. Adjust the dose of the stimuli to avoid saturation. This means reducing the number of CTAs (calls to action) and visual elements that impact on the user's attention.
  5. Have a clear and direct language. The faster we communicate with the user, the sooner he will find what he is looking for.

UX/UI good practice infographics

Main differences between UX/UI

There are three key differences between UX/UI

  • UI only exists with a visual interface.

    UI has everything to do with the visual interfaces of your site or application (no display, no UI), while UX has to do with how the user experiences navigation, which is not always related to a display.

  • The UI directs the user; the UX makes navigation worthwhile.

    The UI directs the user and the things to do while using the site or application, while the role of the UX is to make the navigation enjoyable. The UI makes navigation easy to understand and actions simple to perform. However, none of this is useful if users do not have the information they expect and the way they want to access it.

  • UI is about logic; UX is about emotion.

    Although both are directed to different sides, to create a positive user reaction you have to take into account who your audience is, what context they use your application in, and what they want to find.


What role do they play in the digital strategy?

The role of the UI in the digital strategy is very important, because if the digital product doesn't guide users in the right way through the interface, they won't be able to make the right decisions, so our sales funnel will fail.

A poorly done usability has a very high cost, since the first reaction of the users will be to return to the search engine to find another page that provides a better experience. This is why the UI and the UX are directly related.

The role of the UX in the digital strategy ensures that the user has a good experience while using our digital product. We achieve a good user experience by focusing on designing useful, usable and desirable products, which influences the user to feel satisfied, happy and delighted while browsing.


All these items help to make the company profitable in many ways:

  • Good UX design improves conversion rates. This is because the information is easy to understand and use. In addition, good UX optimisation implies the correct use of call to actions, guiding the user to carry out the action that is more interesting for our business.
  • Search engines such as Google, Bing or Yahoo reward websites that are optimised for a good user experience, giving the brand greater relevance and visibility through SEO positioning.
  • If you have a company that offers online services, the user experience is fundamental for the user to understand the product and not cause a high bounce rate.


Why should your company have UX/UI team?

A UX/UI team helps you get closer to the person who determines your success: the user. By creating products that solve their problems, you will become more successful, as the user will come back and recommend you. In the long run you will improve your income and this can be seen on a large scale in the market capitalization of companies. Many of the most valued technology companies such as Google or Amazon have a lot of design. The experience they have created makes your company worth more because users are more loyal.

To conclude, there are many benefits of adding a specialized team in UX/UI to your company such as knowing your user in depth, having greater efficiency as a development team making this generate more income for an organization, among others. The UX designer will allow us to position ourselves closer to the user, and at the same time get closer to their problems and allow us to solve them in an ideal way.