With the web design industry evolving at a great speed, multiple web agencies are focusing on implementing new technologies and methodologies to keep up. The focus of web and app design is becoming more about improving the experience of a user, rather than just offering a pretty layout. This is why interest in UI and UX has rapidly grown. But what exactly are UI and UX?
Both UI and UX are crucial elements of any product. Despite, working together closely, however, their roles affect different parts of the design process. UX or User Experience design focuses more on the analytical side and helps to optimise the product for effective and enjoyable use. UI or User Interface Design, on the other hand, has more to do with graphic design and is responsible for the look and feel of a product.
Even though there is a tendency to almost exclusively differentiate the two terms, we believe that the two go hand-in-hand. More than that, without the understanding of UX, you simply cannot build a competitive UI.
Take a burger for example. The appealing look of a good freshly made burger is the UI. The recipe used to cook the burger and what gave it its good taste is the UX. If a burger looks good but doesn’t taste that way, the chances of you buying it again are close to zero. Only when you achieve both of these qualities when the ingredients are based on careful research and are properly combined together, will you have a product that can beat the competition and consistently bring you, clients.
Now that we have managed to get a better understanding of the two terms, let’s talk about how they influence your business. Think of the last time you left a website or deleted an app. Why did you do it? There is a high possibility that it was because you didn’t enjoy using it.
According to Google, 61% of users are unlikely to return to a site if they had trouble accessing it and 40% visit a competitor’s site instead. UI and UX help to bring consistency to your websites and increases usability, helping to retain visitors. Studies show that “companies with highly effective UX have increased their revenue by 37%” (UXpassion).
In conclusion, always remember the easier it is for a customer to understand how your web page or app works, and the more they will enjoy it and the bigger the possibility that they will keep using it. To quote Don Norman, co-founder of Nielsen Norman Group and former VP of Research at Apple Computer, “It’s not enough that we build products that function, that is understandable and usable, we also need to build products that bring joy and excitement, pleasure and fun, and yes, beauty to people’s lives.”
Author: Nadia Ivanova, PR & Digital Marketing Manager at Qobo Group Ltd