What is UI/UX and why is it important for your business?
Every time the term "UX" is more frequent. And although many use it to refer to the simple and functional design of a site or app, it goes much further.
UX (User Experience) is the set of experiences focused on the user and their interaction with a platform, so it also requires research, information architecture, content strategy, and interaction design. Each part contributes to offer people what they need. No more no less.
In general, the details are important. They are the ones that determine the choice between one product or another. In a world of overabundance where there is too much supply and the market is full of commodities, these details end up being decisive. Wherever you look, some products are well designed, considering how users interact with them and what they intend to do. Others have a very aesthetic design but are impractical and therefore complex to use.
The more we surf the internet, the more apps we test, the more we develop the ability to appreciate those little details that are essential when choosing an app. Many of these details are the responsibility of the so-called UX. But what is the UX? There is a certain tendency to mix the interaction (UX) with the design of the interface (UI). We put them in the same bag. We think it is the same, but no. They are closely related but they are very different. They are cousins but not brothers.
The UI is responsible for the overall visual design of the app. This implies the choice of fonts, colors, icons, etc. It is a critical aspect since it is the first impression we have of an app before interacting with it. On the other hand, the UX is in charge of the user's relationship with the app that determines our experience using the product. It's about aligning users' needs with their goals. And this implies from the information architecture, usability, the interactions of the graphic elements, the different flows of use, accessibility, etc. A good UX is one that does not make you think, what meets your expectations in each interaction with some element of the interface. A good UX passes your grandmother's test. It is all so obvious, intuitive, and natural that anyone without prior training knows how to navigate your app and achieve their goals. There is no learning curve and everything flows naturally.
All of the above may seem obvious, but it is an art that requires knowledge of many disciplines. UX requires a holistic approach – anthropology to develop the empathy necessary to understand the needs of users. Behaviorism must be known to obtain the knowledge of the users as a result of the observation of their behavior. You have to know how to listen to what they say and above all how they interact with your app. Detect those friction points that are bottlenecks that frustrate users and are the main cause of abandonment. Knowing the difference between different contexts: interacting from your mobile while waiting for the bus is not the same as doing it from your office with a 25 "screen. It is an obstacle course to accompany the user to their final goal.
The work of a UX is a bit ungrateful. When it is well done it goes unnoticed since very few appreciate those details that make your life easier. When you come across some critical error as it may be so badly "designed". They are the small details that can make the user have a good experience and therefore stay and repeat, or run away from your app in terror. Keep in mind that there are more than two million apps in the app stores. And some do the same as yours. There is a choice so it pampers those little details that can change your bottom line.
So, as we can see, the user experience works at different levels, achieving several important benefits, for example:
Sell much more
Having specific information on who your buyer persona is and how they behave will help you to better connect, generate positive experiences, and organically motivate your buying process.
Attract new customers
If your platform knows how to reach the audience it will be useful, and if it is useful it will become relevant, and if it is relevant more people will know about it. The key is not to stop thinking about the user so that the interaction flows as naturally as possible.
Reduces development costs
With UX, you have the guarantee that you are working on a project with well-established objectives and clear ways to satisfy the user's needs. This prevents the platform from reworking due to errors that could have been detected before.
Improve web positioning
Google's algorithms give preference to sites that are optimized and provide valuable content over those that are not. Therefore, it will be easier to position the page of your project in the search engine.
Thus, the UI/UX not only helps to solve the problems of your users but also strengthens your business. If you are looking to implement it, at ESKA we can help you achieve great things. Let us know about your project here.