UX and UI: learn how to achieve design and performance

UX and UI

UX and UI: learn how to achieve design and performance

UX and UI design play a key role in the success of a company's digital marketing strategy. Unfortunately, there is still a lot of confusion as to what these terms mean or how they should be used to achieve the much-desired performance.

How many times did you click on a link and it took too much time for the site to open? Or did you access a page and simply couldn't read what was written or essential information such as the company contact was missing?


These are just two examples of unpleasant experiences that often leave the user feeling upset. This is where the UX and UI design comes in, which is not only about making the site look good, but also performing well and offering a good user experience.


In this article, we'll talk about how to achieve design and performance with UX and UI. Check it out!

What is the difference between UX and UI?

Those unfamiliar with website development may not be familiar with terms like UX and UI. 


UX stands for User Experience. Basically it is about how the user feels while using the digital product or service offered by a company. In practice, the UX takes into account the emotional part of the user, thinking of a browsing experience that generates satisfaction rather than frustration.


The expression UI means “User Interface”. The idea is to guide the user while they use the digital platform or the website. In general, the UI is related to the graphical part of the website, offering a friendly experience to the customer, ensuring an intuitive navigation through buttons, stylized menus or any other element that facilitates the user's interaction with the website.


Role of UX and UI in a digital strategy

When the user has a good experience when browsing the site, the chances of the company selling more of its products or services increases considerably. 


But it is worth saying that the opposite can also happen. In other words, if users have difficulty finding any information they want or face any problem when filling out a form or loading a page, they will certainly close the browser and never return to this company's website.


If the site does not guide users through the interface correctly, it is unlikely that they will take the right action and thus the sales objective will not be achieved.


Think of when you enter a confusing site and find nothing you need. This is a classic example of a poorly made UI, which can be very expensive for the company, as the visitor's first reaction is to leave the site and look for another one that offers a more pleasant experience.


It's important to keep in mind that the UI directly affects the UX. If the site navigation is bad, it will hardly be possible to create a good experience.


Still confused? In the next topic we will show the three main differences between the terms to make them easier to understand.


3 main differences between UX and UI design


There are some important differences between UX and UI that need to be considered to fully understand what each of them does, here are the three main ones:


The essence of the UI is the visual interface.

As its name suggests, UI is all about the visual interface of the website or application. Without an interface there is no UI. However, we can't make the same claim when it comes to UX because, in most cases, the user's sense of the browsing experience has nothing to do with the interface itself;

Certainly, the experience will be much more pleasant if the designer manages to reduce a few steps for the users to reach what they really want as quickly as possible;


While the UI guides the user, the UX makes navigating worthwhile.
Let's recall that the role of UX and UI design are essentially different, but complement each other. While the UI guides the user and makes navigation easy to understand and simple to perform, the UX makes navigation more pleasant.


UI is about reason, UX is about emotion
There are good practices that facilitate the navigation of a website in a very rational way. For example, in the West, people usually read from top to bottom, left to right, not counting the various other systems that already exist.
In the case of UX, things are more complex, as the focus is to awaken a positive emotion in the user. This task can be far from easy, as it depends on who the user is, the situation in which the website or application is being used and a number of other factors.

Reasons to invest in UX and UI design techniques


Users can have a good impression when entering a company's website and even spend a long time browsing. However, when feeling visually uncomfortable, or having trouble finding what they want, leaving will be the first course of action.


Taking this into account, it becomes essential to invest in UX and UI techniques for the user to enjoy browsing the site and complete their entire journey. In consequence, we came up with these 4 reasons to use these two techniques together:


High value generation

As much as a well-designed interface, in-depth knowledge of persona behaviour is critical to generating more value for the audience. It is noteworthy that, even if a visitor does not take immediate action, it is very likely that they will return, if the UX and UI work is well done.

Increased user retention and dazzlement

The vast majority of websites and applications have as one of the main metrics the time spent by the user on navigation. This indicator is primarily used when engagement is important to project success.


Therefore, the union of a good interface with a positive user experience is essential if the objective is to retain and delight users, and, consequently, generate more traffic and engagement.


Stronger brand
The brands that care about the complete experience that customers can have on their digital platforms  are precisely those that are strengthened and get ahead of their competitors.


In the digital world, everything is shared quickly and, one way or another, people will comment on the brand of certain companies. Whether it's good or bad words depends a lot on the quality of the UX and UI work.


Increased conversion rate

The main focus of a digital strategy is conversion, the primary reason for companies to invest in digital marketing.


Taking it up a notch in the design of the interfaces, as well as offering a complete experience, will guarantee a return on this investment.


Did you enjoy knowing a little more about the universe of UX and UI design?
If you already want to make your website flawless with these two techniques

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