UX and UI – the duo that grows online sales

In the world of digital marketing and web design, the terms UX (User Experience) and UI (User Interface) come up remarkably often. Although they are closely related, they refer to different aspects of building websites and mobile apps. UX focuses on the user’s experience and on functionality, while UI is responsible for the look and feel of the interface. Understanding their roles is the key to building solutions that attract customers and make your online activity more effective.

What is UX (User Experience)?

UX, or User Experience, covers the whole of a user’s experience of a digital product – a website, a mobile app or even an interactive advert. UX focuses on how the product works and whether using it is intuitive, comfortable and satisfying. Good UX is not just a pleasant visual impression; above all it is about the whole process being smooth and logical.

The key elements of UX:

• Information architecture – the structure of the site and the organisation of content in a way the audience understands, which makes navigation easier.
• User flow – analysing what actions a user takes to reach their goal, and removing unnecessary steps.
• Responsiveness and speed – optimising page load and adapting the site to different devices. Research from 2015 found that 39% of users leave a site if it takes too long to load or the images do not display properly (Forrester, 2015). Today that share may be higher still.
• Accessibility – designing with all users in mind, including people with disabilities.
• Research and usability testing – checking whether the product meets its audience’s needs and whether users reach their goals without difficulty.

Why does UX matter so much?

Research by Forrester Research from 2016 shows that every dollar invested in improving UX returns an average of 100 dollars. Well-designed UX translates into:

• Higher conversion – the Forrester report suggests that a well-considered UX design can raise conversion rates by as much as 400%.
• Better conversion – users are more willing to make a purchase, sign up to a newsletter or use a service.
• Customer loyalty – visitors come back to the site and recommend it to others.
• Lower support costs – intuitive interfaces reduce the number of queries reaching customer service.
• Better rankings in Google – UX affects metrics such as time on site and bounce rate.

What is UI (User Interface)?

UI, or User Interface, is the visual side of the user interface – everything you see on screen and interact with. UI is responsible for how the product looks and whether its aesthetics make people want to use it. Even the most functional site can put users off if it looks unattractive or chaotic.

The key elements of UI:

• Colour – choosing shades in line with the brand’s visual identity.
• Typography – the style, size and hierarchy of fonts.
• Icons and buttons – the look and placement of interactive elements.
• Visual consistency – all the elements form a harmonious whole, which strengthens brand recognition.
• Animation and micro-interactions – effects that bring the interface to life and make it more enjoyable to use.

Why does UI matter?

Aesthetics play a key part in building trust in a brand. Attractive, well-considered UI:

• Creates a positive first impression – a user forms an opinion about a site within 0.05 seconds.
• Sets your brand apart – a consistent graphic style distinguishes you from the competition.
• Improves usability – intuitive design makes navigation easier.
• Prevents the loss of users – research has shown that as many as 88% of users will not return to a site after a bad experience (Forrester, 2016).

UX vs UI – the key differences

How do UX and UI work together?

UX and UI are two elements that have to work in synergy. Even the most beautiful graphic interface (UI) will not succeed if the processes on the site are chaotic and illogical (UX). Equally, excellent UX may not deliver the results you expect if the UI is visually unappealing.

How can we help?

As experts in digital marketing and web development we:

• Design UX/UI that attracts users and grows sales.
• Use usability research and A/B testing to match solutions to the needs of the audience.
• Build responsive sites that work flawlessly on every device.

We have a portfolio of successes that have translated into real business results for our clients

FAQ – the most common questions about UX and UI

• How does UX differ from UI? UX is the whole of the user’s experience of a product – it covers processes, functionality and how easily people reach their goals. UI, on the other hand, is the visual layer: colours, typography, buttons and all the interface elements the user sees and interacts with.
• Is UX more important than UI? It is not possible to say outright that one matters more than the other. UX and UI are two complementary areas – great UX without UI may not catch the audience’s eye, while beautiful UI without well-considered UX will be frustrating to use. It is their synergy that makes a product both attractive and functional.
• How long does a UX/UI project take? The timeline depends on the scope of work. We make sure every stage – from research through to rollout – is done properly and delivered on time.
• Do UX and UI affect SEO? Yes, UX and UI have a considerable effect on SEO. Well-designed UX reduces the bounce rate and increases time on site, both of which are ranking signals for Google. UI, through its aesthetics and legibility, encourages users to explore the site and stay on it longer.
• Why is it worth investing in UX/UI? Investing in UX/UI is not a cost – it is a way to increase profit