What first comes to mind when you mention the word “design”? Beauty, aesthetics, style? Exactly something about appearance. But sites are not created for exhibition and admiration, but for profit. Therefore, the task of a web designer is to encourage the visitor to the target action. This requires that the web resource be clear, convenient, responsive and attractive, too. Based on this, the requirements for a web designer are quite broad: you need to understand how the visitor thinks, what he likes, what he expects, as well as what are the fonts, how best to combine colors, how to hold attention and more.
Thus, the division into UX and UI design appeared on the market.
And so, what is UX / UI and how they differ, read on.
What is UX?
UX (user experience ) is the design of a site or application based on a user experience database.
The main task is to study the behavior of visitors and find the best way to reproduce the elements on the site.
The goal is to form a positive user impression of the resource, as well as to make the path from the entrance to the final action easy and pleasant.
What exactly does a UX specialist do:
- studies the target audience (interviews, tests, observes reactions, composes a portrait)
- analyzes site statistics (looks for problem areas, where and why guests go)
- thinks over variants of user scenarios (connections between pages and elements of the interface, their arrangement, logic, and sequence)
- develops wireframes, mock-ups and prototypes
- conducts A / B testing of prototypes.
Wireframes are a black-and-white, non-detailed web project plan. Shows in general What? Where? As? Mock-up – a plan that conveys the style, “nature” of the task. There are colors, pictures, information structure. Prototypes are an interactive model that can be used for usability testing. Buttons are pressed, a pop-up window works.
For example, how Uber developed navigation UX design for the driver application.
Their goal was to create accurate, convenient navigation that would not distract from the road, to minimize the need to touch the application while driving.
To do this, experts taxied with drivers, studied their wishes and problems. Prototypes were tested, taxi drivers were invited to the office for interviews. They even used an eye-tracking device to understand how they interact with the road and the map.
So, the concept of UX-design is about marketing, psychology, engineering, and to some extent programming.
What is a UI?
UI (user interface)- work on appearance.
The task is to make the interface convenient, clear and beautiful.
The goal is to create a web product where the customer will solve his task quickly and without problems. Formation of brand recognition with a single style.
What a UI specialist does:
- thinks out a single style: selects fonts, colors, pictures
- draws buttons, windows, icons that are intuitively recognizable and convenient
- monitors the correctness of the image of the elements, improves the logic of information
- makes a ready layout for the programmer
That is, it makes sure that there is a convenient window size, a clearly visible button, a readable font, a clear form of feedback, whether it looks beautiful.
7 words on “P”, describing the requirements for UX / UI design
1. Pleasing. An intriguing and attractive design, without annoying colors, pop-ups. Everything is done with taste.
2. Popular. “Here’s a basket, and this is a buy button, if I click here, I’ll get to the catalog, and if I come here, I’ll go back to the main page.” The client must understand all the details intuitively. Do not confuse the user and invent a bike, it is better to use familiar icons, recognizable colors.
3.Plain. There are no unnecessary elements that distract from the ultimate goal. There are objects on the screen that are important at the moment.
4. Purposeful. All information, pages, objects are structured, logically arranged. That it was easy to find answers and to reach the necessary purpose.
5. Predictably. Take care of customer errors. So that he can easily cancel the action, go back or find out what went wrong. He will be grateful to you, and therefore loyal.
6. Productive. The interface should save time and effort. Therefore, to the ultimate goal, the visitor must reach quickly and easily.
7. Positive. Manipulations with the product should cause a pleasant experience, leave a good impression.
We set clear boundaries: the differences between UX and UI
Where should the online store menu be? Which elements should be present and which are distracting? What navigation chains should look like so that the visitor understands where he is and how to return to the starting point, or a step back. This is what a UX designer does.
What font to use for the menu? What color? How should links to pages be highlighted? What do the navigation bar icons look like? This is the UI-designer task area.
UX-design – about the meaning, logic, causation, based on the needs, habits, wishes of visitors.
UI-design – about the visible part of the project. How it should look and fit.
If you google vacancies, it is very rare to find offers for a separate position of UI or UX-specialist. Most often, they are looking for a universal fighter named UI / UX Designer. And the line between them is blurred, so often people do not understand their difference.
In UX there is a tendency to understand human behavior, thinking, needs and desires. UI is about graphics, colors and beauty, based on data provided by the UX-designer.
Creating a website is a very responsible process, the success of the business depends on its work. The perception of a product is formed not only by the quality of the product or service but by the way it is positioned, served, and offered. It is perceived as a whole. A huge role in this is given to web design. Not it vain Apple (whose products are famous for their excellent interface), all employees are partly designers.
It is important to remember that the verity is in simplicity, the best web design too. Getting rid of everything superfluous and framing everything in a nice framework is a huge process of collecting, analyzing and structuring information. A good UI / UX specialist can do all this.