What do UI designers do?
User interface (UI) design is the process designers use to build interfaces in software or computerized devices, focusing on looks or style. UI Designers aim to create an app or website that users find easy to use and pleasurable interface. UI design refers to graphical user interfaces and other forms—eg, voice-controlled interfaces.
The main role of UI design prioritizes the user's visual experience. A good UI design is functional, reliable, and enjoyable to use. UI design should minimize the effort that the user has to invest in interacting with a product and help users accomplish their goals with ease.
- Tasks: Graphic design for software, website, or mobile app. Work will expand when there are more platforms like virtual reality - VR, Smartwatches (something like a digital product). Working mainly with forms, tables, typos, color palettes, information blocks, icons
- Key Tools: Photoshop, Sketch, Figma, Adobe XD, Illustrator, etc
- Output: UI design file with file extension Photoshop Document - PSD, Sketch, Figma, AI, etc.
- Key thinking: Design following human guidelines and design with structure and aesthetics
- Key skills: Proficient in using design tools
What do UX designers do?
User experience (UX) design is the process design teams use to create products that provide meaningful and relevant experiences to users.
- Tasks: UX designers create useful experiences by integrating elements of branding, marketing, engineering, design, and usability into a product. Their job requires extensive user research to understand their user's insights, feelings, and goals and to connect this information to the product. Moreover, the task of a UX designer works mainly with user needs research, solution sketching, and solution testing.
- Key Tools: Document files, pens and paper, etc
- Output: UX design is concerned with delivering solutions that address pain points and ínights. After all, no one will use a product that serves no purpose.
Designing an experience includes not only making the software easy to use but also designing the other experiences related to the product, for example, the marketing campaign, the packaging, and after-sales support.
- Key thinking: human-center design
- Key skills: creative problem-solving design
To sum up, UI UX Designer is probably a combination of the two jobs above, so the scope of work is very wide. However, most jobs today are more towards UI Designer than a job that combines UI UX design.
Why is UI/UX Design Important?
1. Make an impression
According to Consumer Insights by Microsoft Canada (2015), it only takes about 8 seconds to impress a customer when opening an application or online website. This means that a good UI design will play the role of capturing the customer's first glance when coming into contact with the application. After a few seconds, the factor for users to decide to continue to stay and explore the application is UX design.
According to Research Shows Color Is Critical in Consumer Purchasing Decisions (2017), more than 75% of consumer product reviews are specifically based on color. Then, users may not want to check out your app or website if customers don't find the color or website experience appealing.
Therefore, the first look along with the smooth application experience interaction that UX UI brings is the essential element to catch the user's attention.
2. Increase website and mobile app traffic
If the website and mobile app analytics show a short amount of time on the page, the page traffic decreases over time, indicating that the UX UI of the website and mobile app needs to be improved, and the customer is not comfortable with the experience on this website and mobile app.
The high bounce rate means that the UI website and mobile app design is not eye-catching, heavy, and complicated, causing the experience to be interrupted.
When it comes to user-friendly UX UI design, simplicity can make a website run faster, and from there, customers can stay on the page for minutes or even hours to dig deeper into services, products as well as information on the website.
Websites and mobile apps with good UX UI design lead to an increase in website and mobile app traffic and time, and at the same time, a decrease in bounce rate. Therefore, UX UI plays a very important role in maintaining a quality website and mobile app, thereby helping businesses develop more ideas about the customer journey to expand more users who will become customers potential and loyal customers.
3. Make a difference and promote the brand
In the age of digital platforms and ubiquitous applications, brand identity is not only in traditional elements such as logos, slogans, advertisements, and brand sayings. Overall, customer experience becomes the most vital factor in helping customers identify a brand. In particular, the UX UI illustration also contributes significantly to highlighting the brand. Brands become powerful and valuable when the design thinking in the UX UI of the business is built coherently, simply but attractively, to increase user interaction.
The solution thinking in UX is different, connected, and intelligent, as a result making the brand different, outstanding, and easy to leave an impression on users.
4. Contributing to reducing costs and increasing profits
UX UI is centered around what the user wants. In e-commerce companies like Amazon, Taobao, Shopify, etc, an example of a good UX design is to automatically recommend products that are similar to the products that users are looking to buy. This can help the Sales and Marketing team have more human resources to focus on developing other potential products, bringing higher profits, and at the same time, businesses do not spend too much money on promoting these products.
In addition, the Importance of UI/UX design interaction and why it will matter for your business (2019) also shows that up to 75% of users will rate the aesthetics of the UX UI website and mobile app, and are more likely to make a purchase on platforms with an attractive interface than websites with weak UI UX design.
Therefore, UI UX has an important role in influencing the user's decision: Would the user go to the final step of paying for the purchase process on the website?
Real examples of UX UI redesign having a greater impact on customers?
Girltelligence - a well-being app for girls is where all girls from 13-25 and tailored by age over the world have the same points and are close-knit in the same community.
Naama Barnea – the CEO of Girltelligence lives in New York, and made a Girl's community with more than 10,000+ girls from over the world to support girl's life and thinking.
Unluckily, a year after its establishment, Girltelligence had trouble attracting new users and was receiving complaints about mobile UX design from current ones.
The CEO of Girltelligence needs a great deal of investment to solve this situation and she has only 2 months to do everything to give to investors and prove that Girltelligence is a really valuable community app for girls.
After being consulted and designed by the UI UX designers of Capi Product about Girltelligence App. Through usability testing, we have successfully won the heart of the business owner and users with more than 80% of users giving the prototype positive feedback.