A significant part of shopping has moved online. For stores and entrepreneurs, this means they also must change their sales tactics – start selling through the web instead of the storefront. And for a website to be fully functional, it can’t do without UX and UI design. What’s the difference between the two, and how to do them?
UI, UX… What’s the difference between them?
UI and UX are indispensable parts of a website, and neither can do without the other. UX stands for user experience, UI stands for user interface. But what is the difference between the two in practice?
What is UX design
UX design, in very simplistic terms, is concerned with how a website works. For example:
- the structure of the main menu
- the layout of elements on the page
- the responsiveness of
- loading speed
The goal of UX design is to create a website that is simple and intuitive for users and provides them with a pleasant user experience.
In practice, the UX designer addresses issues such as whether the user knows what to click on when they want to make a purchase, whether visitors can navigate the page and find everything they need, or whether the main sales button will work better at the top middle or bottom right.
What is UI design
If UX design addresses how a website works, then UI design addresses how a website looks. After the UX designer designs the structure of the site and the placement of each section, the UI designer gives them a specific graphical form. For example:
- there is sufficient colour contrast between the text and the background
- the buttons have the right shape
- the photos are pleasing to the eye
- the website uses the company colours in the right shades
Do you want a concrete example from practice? Equip your add to cart button. If the UI design is bad, nothing happens at first glance when the button is clicked, and you don’t know if the add to cart took place. That’s why you start clicking it again and again until you finally have the item in your cart ten times. With a good UI design, the button will indicate that the action has taken place when clicked, for example by blinking.
How to do UX design
The very first step in creating a UX design should be to think about who you’re creating a website for. Customer personas can help you with this. After all, each target audience will behave a little differently on a website.
Once you’re clear about your target audience, you need to design the site clearly and intuitive for them, while also leading them to your goal (which is most often sales but can also be education or even downloading an e-book).
The UX designer should anticipate what the user is likely to click on and where they want to go with it. The golden rule says that no more than three clicks should lead from the main page to the goal (for example, a purchase).
Another important task is to ensure that the site loads fast enough. A ten-second load time for a blog article is unlikely to lead to user satisfaction. And you want people to keep coming back to your site.
How to get a 100% functional website: UI design
UI design, which is all about visuals, may seem pointless at first glance. But do you want to know the secret? It’s the visuals that often determine whether visitors become paying customers.
In fact, it’s the look and feel that plays a significant role in how your website impresses customers. By choosing your colours wisely, you can evoke exactly the feelings you need. The same importance should be given to the choice of shapes and fonts.
How do you verify that UX and UI design are working?
Like everything else in the world of business and marketing, UX and UI functionality needs to be measured. There are three simple ways to do this.
1. Ask your friends
Get together with family or friends who don’t know your website and ask them to open it up for you (these days, you can ask them to screen share via Skype or Zoot, for example). Then watch how they behave on the site. Try telling them what to do (for example, buy a lawnmower or learn about the company’s history) and watch how long it takes them to do it.
2. A/B tests
You may already know the A/B test or split test from email marketing. It involves creating multiple variations of the same web page and testing which one works better.
You can test:
- Conversion button placement
- headline style
- photo size
- background colour
- basically, anything you can think of
But the main rule is: Always change only one parameter per split test. If the page differs in button placement and text colour, you’ll never discover which specific change led to the increase in sales.
3. Analytical tools
Analytics tools like Google Analytics can help you discover how customers behave on your website. They’ll give you data on how much time customers spend on your site, how high the immediate abandonment rate is, or where customers are most likely to come from. A skilled UX designer can make such
Do you want the most functional website?
Do you want a modern, high quality and efficient website? We will create for you a website that is maximally functional in terms of UX and UI design. We will bring customers to you and guide them through your site to the goal you set out.