In a tech world when it comes to design, UI UX design go hand in hand. You can often hear people talking about a good UI of an app or a weak UX design of a website. So what is UX/UI? Just some fancy terms cool designer kids are using? What is the difference between UI ad UX or is it the same thing? And more importantly, what’s in it for you and your business?
UI vs UX Design: Know Your Acronyms
UX and UI are two areas of design that are often confused. UX stands for ‘User Experience’ and UI means ‘User Interface’. The two terms have been widely used and overused and to an outsider may sound a bit intimidating.
Let’s start with the UX. ‘User Experience’ goes back to the 90s when the term was coined by Donald Norman, Apple’s VP of the Advanced Technology Group at that time. In an email explaining how he came up with it, he wrote, “I invented the term because I thought human interface and usability were too narrow. I wanted to cover all aspects of the person’s experience with the system including industrial design, graphics, the interface, the physical interaction, and the manual.”
Don argues that today the term is being horribly misused. When people say they do UX what they mean is they are designing apps and websites. But what is really UX? It’s not just about ‘pushing pixels’ and making things look pretty. It’s actually everything that has to do with your experience with a product. It doesn’t even have to be you using the product but simply telling someone else about it.
UX’s main concern is how the product feels. Whether it’s easy to use and what the overall experience with the product is like. It puts humans in the center to help them, to empower, to make their lives better and easier. And UX designers, when creating a product, speak on behalf of their users, who can’t be in the meeting room when the product is discussed. Designers act as their advocates. They take an issue and explore a way to resolve it in order to create a better interaction experience in the future.
The industry is constantly evolving but the main question remains the same – ‘How can I make this better for a user?’
The history of UI goes back to the 70s when there was none. Back then in order to use a computer, you had to know its programming language. In 1981 Xerox launched Xerox Star that included graphical user interface (GUI). It contained icons, folders, mouse, e-mail and allowed its users to open, move and delete files and it changed everything for humans.
It’s Not You, It’s Bad UX
You know what is the sign of good UX? There is none. Good design is subtle. A user looks at the product and knows what to do with it and there’s no need for manuals or additional signs.
And for a bad UX design, there’s a name – “Norman Doors”. We all came across one. That confusing door that you always seem to get wrong because there’s no way to tell whether you need to push or to pull. “Norman door” means that a design is telling you to do the opposite of what you should be doing. It gives the wrong signal to the user and needs a sign to correct that.
According to Norman, the main principles that form the basis of human-centered design are:
- Discoverability – an ability to discover what operations one can do. When there’s no discoverability, you simply don’t know how to use something;
- Feedback – a signal of what happened. You have to know what happened and why.
So the next time you encounter a door you can’t get right, don’t worry, it’s not your fault, it’s bad design.
The Impact of Good UI / UX Design On Business
As far as business is concerned, how the product is doing when it comes to sales, marketing, and data gathering determines its value. And that’s when a good UX design comes in handy. It can draw customers, convince them to use your product, become loyal to your brand and even persuade them to buy next versions of your product. Good UI means opportunity when it comes to business as well. Back in 2007, Barack Obama’s campaign was able to raise $ 60 million by experimenting with different pictures and buttons. Simply put, If what you design is making the life of your users more difficult instead of simplifying it, it means people won’t use it.
Good UX design means:
Every person that comes to your website is an opportunity for your business but you’ve got mere seconds to impress them. You’ve got about 0-8 seconds to grab your users’ attention with a catchy headline and compelling landing page. After 8 seconds the majority will leave.
Saving time and money
By taking a time to understand the exact needs of your customers and creating a good UX design at the initial stage of the development, you can save yourself some time and money throughout the whole project. In his book Software Engineering: A Practitioner’s Approach Robert Pressman makes a convincing case for UX by saying that every dollar you spend on design saves you $10 to $100 in the future.
According to Conversion Rate Optimization Report, a structured conversion optimization approach can lead to a larger increase in sales. While Forrester Research study says that a better UI means 200% increase in conversion rates and a throughout UX can lead to a 400% conversion rate increase!