It’s something that’s been around for a while, and its importance in continuously growing. It’s what levels our overall experience toward a product or service and makes us loyal to a brand. We’re talking about UI/UX.
User Interface (UI) and User Experience (UX) are on high demand – and this can be proved with numbers: the 2017 Design Salary Survey found that UX designers command the highest median salary. This reflects the relevance this industry has on businesses, and why every company – large or not – should consider investing in it.
In very short words, we can define User Interface (UI) as the design itself.
User Experience (UX), on the other hand, is a process focused in User-Centered Design that, with design thinking methods, has the purpose to comprehend problems, identify the stakeholders and its journeys in different sceneries. This way, we’re able to offer a digital solution that includes UI.
To quote Dain Miller in his article in Webdesigner Depot:
“UI is the saddle, the stirrups, and the reigns. UX is the feeling you get being able to ride the horse and rope your cattle”.
So, although concepts might seem similar, UX is much more about the process of understanding a problem and identifying an ideal solution that fits customer’s needs and expectations – and UI is a small part of this process.
It’s no doubt that UI/UX should be a big concern for businesses. But why’s that? We’ve gathered a few main reasons you can see below.
UX is a fundamental process for a better customer journey since it helps identify consumer’s motivations and needs. This helps to focus on an appropriate design solution.
Knowing your target audience is crucial to every business, and identifying a persona is one of the many challenges throughout the UX design process. Creating a fictional character helps build oriented solutions to your customers.
A study published on the Nielsen Norman Group website found that first impressions have a high impact on users: it affects their perception of aesthetics, usability, and credibility. And we all know first impressions matter, especially with so much competition aiming the same target as your business.
Meanwhile, another study published by The British Computer Society found that overall aesthetics of a website contributed an astonishing 75% to its credibility.
We all know that customers have a time gap of consideration before actually buying a product or contracting a service, right? So how concerned would you be with UI/UX if we told you that 88% of online customers are less likely to return to a website after a bad experience?
This leaves you with very little chance of customer loyalty – or even converting a user into a customer, for that matter.
Good UI/UX also helps build brand recognition, which is a key-point to establish trust and customer loyalty.
Investing in a good UI/UX can have a direct impact on your business. It helps with customer acquisition, loyalty, and satisfaction – which are all very important to boost that conversion rate and help your company grow. This is why applying Design Thinking methods is so important: it helps businesses empathize with their customers and see their world, understand their feelings, communicates understanding, and appreciate them as human beings.
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