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UX/UI, or how to provide the best experience your users deserve

Learn about UX, or user experience, and UI, user interface, and how can they achieve a satisfactory experience for your customer and help you achieve your marketing goals.

What is UX? Definition of user experience or UX

Don Norman, cognitive scientist and user experience architect, describes it as follows: “User experience encompasses all aspects of the end user’s interaction with the company, its services and its products”. Therefore, we can define UX as a conglomerate of tasks focused on optimizing a product to make it effective and enjoyable to use. And an enjoyable product translates in higher sales and loyal customers.
An easy example to understand this is when you have two products that are quite similar in terms of function: how do you choose one over the other? User experience (UX) design is what makes you choose one product over the other, recommend it, enjoy it and choose it again next time.
For example, why do you use Canva instead of Desygner? Maybe you like its available filters or types of designs better, or you just find it easier to use. Chances are there’s a reason for your preference, and that’s what UX designers strive to understand. That way, they can deliver the best possible experience when using your application. The important thing is that you perceive it to be simpler or more value-added than the competition, and that’s why you choose it.

What is UI? Definition of user interface or UI

Now that we know what user experience is, what is the user interface or UI? The clearest answer would be that UI is the complement of UX, that is, its appearance, presentation and interactivity of a product. Thus, we identify UI design as a purely digital practice, which takes into account all the visual and interactive elements of a product’s interface, including buttons, icons, spacing, typography, color schemes and responsive design.
Its goal is to visually guide the user through a product’s interface. It is about creating an intuitive experience that does not require the user to think too much. UI design transfers brand strengths and visual assets to a product’s interface, ensuring that the design is consistent, coherent and aesthetically pleasing.

Process of designing UX and UI

There are five major stages of the UX/UI design process. These are the following:

1. Buyer persona

When we talk about the buyer persona, we are talking about our target audience. These are different archetypes with different needs and in different phases of the conversion funnel that we want to reach by segmenting our digital marketing strategy.

To define the buyer persona, a kind of X-ray of different types of audiences must be made and put together: From naming them, age, defining their socio-economic condition, habits, fears, needs and tastes to defining their thoughts and attitudes. This can be accomplished with another tool called the empathy map.
The most important thing in this phase is to process everything you have heard and seen in order to understand people and draw useful conclusions. You need to pull out all the information and capture it on a blank sheet of paper where you can start making connections: place photos of your user, post-its with quotes, maps of trips or experiences… anything that captures impressions and information about the user.

2. Definition

The definition mode of the UI/UX design process is about bringing clarity and focus to the design space. It’s time to make sense of the extensive information you’ve gathered about the user experience. You need to perfectly define the problem you intend to solve with the product or service.

3. Ideate

Ideation is the mode of the design process where you focus on idea generation. Ideation provides both the fuel and the starting material to build prototypes and deliver innovative solutions to users.
The optimal process is to seek as wide a range of ideas as possible from which to choose, not simply to find a single best solution. This combines the conscious and unconscious mind, and rational thoughts with imagination. Brainstorming is a good exercise in this phase of the process. When we have enough ideas, we need to select several that will go to the next phase: prototyping.

4. Prototype

Prototyping is the generation of artifacts intended to answer questions that bring you closer to the final solution. In the early stages you should create low-resolution prototypes that are quick and inexpensive to make, but can elicit useful feedback from users. This way we can test different solutions at a low cost, both in terms of time and money.
It is common to start making these prototypes with very inexpensive materials, such as paper, Post-It notes, tape, objects from the room, etc. The main thing is not that the design is beautiful, but that it meets the need. In later stages, the prototypes that pass the user experience filters will be refined little by little.

5. Test

In test mode, users are asked for feedback on the prototypes that have been created, and there is another opportunity to empathize with the people for whom you are designing. This moment is important, as we can continue to learn things about how users use the UX/UI prototype and possible ways to improve it.
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