The new digital reality has revolutionized the way companies interact with customers and vice versa. Consumer habits have undergone a permanent change in favor of digital technologies, which has allowed only companies with greater digital capacity to survive. Increasing digitalization means that customers can no longer be considered solely based on the transactions they make. The new customer, digitally aware, expects instant information at their fingertips and measures their satisfaction in relation to the quality of the digital experiences that your company provides.

This is where the design of the user experience (UX) And of the user interface (UI).

Un good UX and UI design It's one of the easiest ways to satisfy potential customers, and it also serves to improve consumers' perception of your brand. It serves to maximize the digital interactions that end users have with your company and will keep them coming back for more. In a market as competitive as the current one, companies need to offer high-quality digital interactions and user experiences to stand out and be remembered.

In this blog post, we'll explain the reasons why good UX and UI design is so important, and also our top tips for improving your company's UX and UI design processes.

What's the difference between UX and UI design?

They may look similar, but these two terms mean very different things; understanding the difference can help your company optimize both effectively.

UX design

User experience can be defined as the process of supporting user behavior in all aspects of interaction with the chosen company. User experience design focuses on the usability, relevance, and convenience of interacting with a company, its services and its products. It's very similar to the customer experience, although in this case the “customer” is the end user of a website, a mobile application or a product.

UI design

User interface design is closely related to the user experience, but focuses more on improving aspects of the visual experience. It results in results that delight users aesthetically, and it usually responds to changes in browser space or device type. User interface design encompasses all of the visual elements that user experience design seeks to implement, meaning that a great product experience starts with the user experience followed by the user interface.

Why UX/UI Design Matters

The UX/UI design will make the difference on your website. In a market as competitive as the current one, maintaining good UX and UI design is almost as important as promotional activities to attract potential customers and generate sales. Creating the highest quality user interactions and experiences makes consumers trust your brand and, at the same time, you're showing them that your company can meet their needs and provide them with positive experiences even before they've made a purchase. These good experiences with your brand are the tools that drive conversion rates.

A good UX and UI design helps keep users on your website, to divert their attention to other parts of the website once they have achieved what they were looking for and, once they are gone, to make them come back. You can adapt to the needs and demands of your target audience, making your product or service as attractive as possible.

Features of good UX and UI design

Usability

The International Organization for Standardization (ISO) offers two definitions of usability:

ISO/IEC 9126

“Usability refers to the ability of software to be understood, learned, used and attractive to the user, under specific conditions of use.”

ISO/IEC 9241

“Usability is the effectiveness, efficiency and satisfaction with which a product allows specific users to achieve specific objectives in a specific context of use.”

Pero If we talk about web usability, it is the discipline that studies how to design websites so that users can interact with them in the easiest, most comfortable and intuitive way possible. Your page must be able to be used effectively and efficiently. The key is to ensure that your design allows for use in a way that complements people's behavior. For example, people prefer to do things quickly, so users of a platform will want to get tasks done as quickly as possible through the simplest process.

Relevance

Your design must be consistent with consumer needs. This means ensuring that all misleading, duplicate or unnecessary content is removed, moved or rewritten, structured or flagged.

Interactivity

A website that presents interactive content provides autonomy to users. By choosing their own location, language or content search, users have autonomy over their digital experience, helping to gain their trust. In addition, interactivity is easily analyzable, so you can get to know your users better and, in addition, what interests them most.

Presentation

The visual presentation of your website provides a good first impression of your business. A professional and well-presented website design will improve customers' chances of converting, as it not only attracts traffic to your website, but it also works to retain and maintain their interest.

Responsive (Responsive Web Design)

Responsive web design is essential for all websites, since approximately half of user visits are made from mobile devices. Therefore, the incorporation of mobile solutions into a new website or a web store is essential for optimal ease of use on mobile phones, tablets and desktop computers.

The best tips for improving your company's UX and UI

1. Focus on content

Your content is what sparks conversations with customers and creates value. Make sure you're focused enough to build strong relationships with your audience.

2. Touchpoint Mapping (Touchpoint Map)

Don't focus on a single customer interaction. It reviews each of the interactions that customers have with your company, regardless of the medium or channel, from knowledge to usage and loyalty, and offers in-depth recommendations.

3. Structure and design

Adjust the architecture, structures, and design to make your content as effective as possible. The positioning of your website's content should be easily navigable for end users.

4. Innovative interactive concepts

Try to create an interface that intuitively offers tailored functions for users on the device of their choice. Try applying a hover effect to change the look of an image. The only thing the user needs to visualize its effect is a mouse.

5. Look and style

Pay close attention to visual elements such as typography, use of color, graphic styles, illustration, photography, images, video and animations. Try to understand what works best for your target audience.

Novicell UX and UI design collaboration with Revlon Professional

After many months of work and great effort on the part of our IT and UX/UI teams, together with Revlon Professional, we finally launched their new website that projects the essence of Revlon International.

A restructuring and redesign of its entire website with the objective of strengthening the visibility of the brand on the internet, and improving the performance of marketing campaigns and sales. A strategic, technological and visual challenge.

The result?

A responsive website focused on the user and ready to work on all types of devices and in several languages.

You can see the Revlon success story here

How can we help you?

We encourage companies to focus on users instead of transactions and to adopt user-centered design models. This means using the Customer Journey And the user experiences as the central point of your company's activities. We carry out scenario tests to execute a series of user hypotheses, applying the results to draw up improved UX and UI designs that better meet the criteria and success points of your users.

We go beyond what your competitors do. This means doing a few things a little different, but it definitely doesn't have to involve risk.

Do you want more information about UX/UI?

If you need more information, do not hesitate to contact us.