Custom Digital

A Brief Introduction to UI/UX Design: Why It Matters

August 08,2019

No matter what your website and app can accomplish, you'll definitely get bad reviews if they're too frustrating to use. That's where UI/UX designers come into play.

User experience (UX) design refers to the aspect of design performed in regards to how a user feels when interacting with the system.  The easier, less error-prone, and more hassle-free your app or website's user experience is, the less frustrated your users will be. Even if your platform is hailed as a lifesaver for those “don't miss our 40% off everything sale” push notifications and extremely helpful chatbot, you'll definitely lose some stars on Yelp if it's hard to use. Push notifications may be a massive benefit of building your own mobile app, but those notifications shouldn't be designed in a way that has users consistently pushing the wrong buttons and accidentally deletes a cart they'd spent an hour gathering.

52% of users will abandon a mobile page if they've had a bad experience with it, this isn't something you can afford to miss.

Keep in mind that your apps aren’t just going to be used by you. They’ll be used by people who have never worked with you, who don’t know you, and who might be extremely different from you. 

Another similar term you might have heard of is UI design. User interface (UI) design refers to visually designing the interface in a user-friendly way. The more user-friendly it is, the less likely a user will be frustrated they can’t find the customer service line or the search function. Good UI will have them easily finding the components of your app. It’ll have the “buy now” buttons standing out, designed with compelling fonts and colors. 

UX design is a critical part of the entire customer experience (CX), facilitating a smoother, more satisfying, easier process every step during the buyer's journey. The easier and more helpful that process feels, the more likely a customer is to come back. This can help you stand out from your competitors and might even covertly convince the user to purchase something they were on the fence about. 

Remember, customer needs should be connected to your brand’s purpose. Is part of your branding how modern and trendy you are? Then your app should be as mobile-optimized as possible and take into account a diverse range of user perspectives so that it's inclusive.

When we design apps, we consider potential user errors and any factors that would cause a user any don’t want users accidentally clicking on the “shop now” button when they really meant to click “save for later”. Quality user design takes into account what users are looking for on your app, why they’re on it, and even when they might be on it.

In order to learn these details, UI/UX designers conduct in-depth research into their potential audience and ask them highly specific questions on their process doing whatever it is your website and app does. This process is called user research. If you sell used cars, user researchers will ask participants what they look for in such a service. What frustrations do they often encounter when looking for cars online? What's their process of looking for the ideal car? What design modifications can they make to ease up their online shopping?

Sounds like quite a bit of work, right? Don’t worry, it’s all necessary and will reap great short and long-term rewards. If a user enjoys using your app, they’ll come back more often and discover new products or events. We can't stress enough how much a well-designed, modern, easy-to-use app an website will help make a great impression on your customers. If your customers stick around enough, many of them will refer you to their friends and family, increasing your exposure and eventually your sales.

Again, check out these stats about how much of a positive difference user experience can make.  Drop us a line and let’s talk about how we can help you with designing a more engaging, empathetic, and user-friendly app that ultimately leads to way more conversions.