UI, or User Interface Design, is of­ten spo­ken about in the same breath as UX, or User Experience Design. The goal for both dis­ci­plines is the same: to en­sure that a prod­uct is ac­ces­si­ble to the end user. However, the ways in which UI and UX ac­com­plish this is quite dif­fer­ent.

In sim­ple terms, UI is the vi­sual as­pect of an ap­pli­ca­tion, whereas UX is about un­der­stand­ing user thoughts, feel­ings and be­hav­iours. Both of these things are crit­i­cal to mak­ing a prod­uct ap­peal to its in­tended de­mo­graphic.

UI Design

User in­ter­face de­sign refers to the fron­tend of an ap­pli­ca­tion — that is, the things that a user can see, such as colours, fonts, but­tons and im­agery.

The aes­thet­ics of your ap­pli­ca­tion should not be thought of as an af­ter­thought, but in­stead un­der­stood to be the way con­tent is cu­rated and de­liv­ered to the end user. A great user in­ter­face will be styl­ish, on-brand and com­mu­ni­cate as­pects of the user ex­pe­ri­ence to the user.

Even more im­por­tantly, how­ever, a user in­ter­face needs to be ac­ces­si­ble and aligned with the Web Content Accessibility Guidelines or WCAG.

Since some as­pects of these guide­lines are en­shrined by law in cer­tain con­texts, our knowl­edge­able de­sign­ers al­ways aim to de­sign in­ter­faces with ac­ces­si­bil­ity in mind.

UX Design

User ex­pe­ri­ence de­sign is less tan­gi­ble than user in­ter­face de­sign but no less im­por­tant. In user ex­pe­ri­ence de­sign, we ad­vo­cate for the end user and con­sider how they might think and feel about a par­tic­u­lar prod­uct.

To bet­ter un­der­stand the user, we em­bark on a num­ber of ac­tiv­i­ties, such as per­sona map­ping, user in­ter­views and test­ing, as well as di­a­gram out dif­fer­ent ways a user might move through an ap­pli­ca­tion.

By putting our­selves in the shoes of a prospec­tive user, we can eas­ily see what as­pects of a prod­uct would be most use­ful to them. UX thus be­comes the best way for Product Owners to pri­ori­tise what gets de­vel­oped and when. It also helps to val­i­date any as­sump­tions we might have about the tar­get de­mo­graphic.

Ultimately, the goal for UX de­sign is to cre­ate prod­ucts which are en­joy­able to use, that your cus­tomers will want to re­turn to.

Your vi­sion,

our ex­pe­ri­ence

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