UX and UI: learn how to achieve design and performance

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 the site to open? Or did you enter 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 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 means “User Experience”, or User Experience, in Portuguese translation. 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, making browsing the site generate satisfaction and not frustration.

 

The expression UI means “User Interface” or User Interface, in its translation. The idea is to guide the user during the time he uses 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 the user has difficulty finding any information he wants or faces any problem when filling out a form or loading a page, he will certainly close the browser and never return to this company's website.

 

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

 

Do you know 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 make the experience good.

 

Got 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, know 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 so that the user can reach what he really wants as quickly as possible;

 

While the UI guides the user, the UX makes the navigation worthwhile.

It is worth repeating 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, everything is 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

The user can have a good impression when entering a company's website and, even, he can even spend a long time browsing. However, when he feels, visually uncomfortable, or is not easily finding what he wants, he will leave quickly.

 

In this sense, it is essential to invest in UX and UI techniques for the user to enjoy browsing the site and complete their entire journey. Therefore, we have separated 4 reasons to use these two techniques together:

 

High value generation

As well as a well-designed interface, in-depth knowledge of how the persona behaves 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 enchantment

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 increase their competitiveness against 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 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 main reason for companies to invest in Digital Marketing.

 

Optimizing the design of the interfaces, as well as offering a complete experience, will guarantee a return on this investment.

 

Did you like to know a little more about the universe of UX and UI design? If you already want to make your website impeccable with these two techniques, talk to us!