WHAT IS UX AND WHAT IS UI?

In today’s digital age, the ease and style of your company’s homepage, online store, or mobile app are just as important as the content itself. A visitor is likely to leave a given page and go to look for a product or service at a competitors, if the content of the page is not available in a language he understands, or if he is not satisfied with the usability and appearance of the website. In the digital world, the latter two characteristics are known as UX (user experience) and UI (user interface). But what do they imply and how do they differ? What role do they play in a digital marketing strategy? Find out more in this article!

WHAT IS UX OR USER EXPERIENCE?

UX refers to the user experience of a website or app. The purpose of UX design is to make the customer’s experience on the website as convenient, quick, intuitive, and enjoyable as possible. The main keyword in UX is ‘usability’ – it is defined as the degree to which a user can use a product successfully to achieve his goals and in addition feel satisfied with it.

Respectively, for the website to meet the best UX criteria, it should not only be easy to use and comprehend but also aesthetically and functionally appealing. Since the main goal of UX designers is to convey a positive impression and experience on the website, their first task is to understand the user. This can be done by conducting surveys and interviews, competition research and analysis, and so on. Following that, it is decided what to include in the particular website, what feelings it will evoke, and where and how to guide the visitor. It could be said that the UX designer creates a map of the homepage and the ‘plot’ through which the visitor of the page must travel. An effective UX design will eventually result in a comfortable and pleasant online experience for the user.

WHAT IS UI OR USER INTERFACE?

The interactive features and overall picture that a visitor sees when accessing a website or mobile app are referred to as the user interface (UI). They include menu parts, navigation buttons, icons, text fields, the design of the homepage itself, etc. The UI designer’s job is to take care of the visual design, hierarchy, and interaction of these pieces, as well as to make them work together as a unified whole. The aesthetic factor – colour scheme, fonts, content placement, etc. – also plays a big role in UI design.

WHAT IS THE DIFFERENCE BETWEEN UX AND UI?

If the UX designer is the architect of the website, the UI designer is in charge of the website’s interior. Although many elements on both sides overlap, the distinctions are substantial. For example, many of the UX designer’s tasks have nothing to do with graphic design. The UX designer is the strategist in this team – he has to understand the target audience, define the problems they face, and finally present the best solution, aka the product. Respectively, the daily life of a UX designer is related to analytical thinking and even psychology, while the UI designer is the one who will know how to properly design and serve it all to the customer.

WHAT IS THE IMPORTANCE OF UX AND UI IN DIGITAL MARKETING?

It should come as no surprise that many customers would abandon a website if they are dissatisfied with its usability, design, structure, or content. Every one of us has been a website visitor at some time, such as while exploring the web for daily necessities. When confronted with unstructured material, slow page load times, or out-of-date design, we will abandon a site in favour of another that can provide the same information in a more appealing, comprehensible, or straightforward manner. Therefore, while considering the company’s digital marketing strategy, the improvement of the user experience should be prioritised – because that’s exactly what allows you to contact the potential consumer to prolong the dialogue and gradually reach a deal. As a result, UI and UX are employed in tandem as components of a digital marketing strategy. This teamwork begins with the customer’s journey on the website, which brings them seamlessly towards their goal, such as making a purchase or reservation. This process is the UX component. Yet, for the visitor to not abandon the website in the first seconds, it is required to create a nice first impression with the aid of graphic design, as well as take care of structured content and CTA (call to action) buttons that promote action – this is part of the UI. Eventually, every stage of a website’s journey must be customer-centric, and UI/UX designers endeavour to achieve this aim.

HOW CAN SKRIVANEK HELP?

Skrivanek’s native speakers from all over the world will be delighted to provide feedback on the UX and UI experience for foreign language versions of your website or app, as well as advice on language-specific and unique word combinations and their meanings, cross-cultural differences, digital etiquette, and help defining and creating your brand voice. Contact us right now if you need a native speaker consultation!

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