Web Designing Experiences Your Visitors Will Love

Tuesday, 30 July 2019  |  Posted in: Articles  |  4min read

How often have you visited a website where finding what you needed was difficult? The design presentation of the site may have looked fresh and modern, but for some reason, the pathway required to achieve your task was convoluted and difficult to follow.

There are two possible reasons for this:

(a) the functionality you were looking for didn’t actually exist, or

(b) the website interface was not designed with your specific needs in mind

Best practices in UX (User Experience) and UI (User Interface) design exist to ensure your website’s user needs are being met, therefore resulting in better outcomes for your business. The goal of UX and UI is to deliver the user functionality visitors require, and communicate this effectively through the website design.

This article explores UX and UI in the web design process. It takes a closer look at how these two functions work hand in hand to solve problems, deliver business objectives, and help visitors enjoy their experiences and reach their goals.


UX in web design

User Experience (UX) Designers initially approach most projects from a high level. They are project ‘problem solvers’ who work to understand the intended uses of the website and then deliver appropriate solutions. Ensuring good UX from the start of a project is paramount to avoiding costly redesigns or redevelopment later on.

What’s included in the UX design process?

  • User research
  • Competitive analysis
  • User journey mapping and flows
  • Wireframing
  • Prototyping
  • Heuristic evaluation
  • User testing


How can UX serve website visitors?

UX Design focusses on logic and structure. From the start, this method of thinking is applied to establish what the project and product will ultimately aim to achieve. Then, that is narrowed down to how it should be carried out. The end goal of UX is to create a solution that users can operate intuitively and free from stumbling blocks or frustrations.

The UX Designer often begins their involvement early in the project when they talk with key client stakeholders to determine the desired outcomes and then conduct research to gain understanding of user problems. From this input, they devise the product strategy and create flows to map user journeys, then translate this into project wireframes. They are also responsible for testing the product iterations during and after the design and development stages.


UI in web design

User Interface (UI) Designers specialise in curating the ‘look and feel’ of websites. They are concerned with how a user interacts with the website interface through static and interactive elements.

What’s included in the UI design process?

  • Visual appearance
  • Menu layouts
  • Forms
  • Animations
  • Pop ups
  • Buttons


How UI and UX work together

UI Design requires a strong background in the fundamentals of graphics design, coupled with a good understanding of UX. UI Designers apply this knowledge to the interface concepts by ensuring displayed elements are visually appealing and communicate their purpose effectively. They also apply their knowledge and experience directly to the placement of elements to ensure the user can navigate and interact with the website intuitively.

On a project in a web agency, UI Design usually happens after the UX Design phase has been finalised. The UI Designer will follow the UX plan and use the structures and pathways laid out in it to create the required site and page elements.

Tools of the trade

Tools used by UX and UI Designers have traditionally been Photoshop and Illustrator. However, in recent years we’ve seen an explosion of new options tailored specifically for this area of expertise, with the new leaders being Sketch, Figma and InVision. Meanwhile, Adobe’s XD is making up for lost time with constant innovation, to give these newer industry standards a run for their money. All of these options help designers to create website prototypes that can be navigated and tested by the client and their users, before being handed over to developers for the final build.


Final thoughts

The expertise that UX and UI Designers bring to web design projects is essential to the pursuit of designing experiences that your visitors will love. It is also necessary for helping them to achieve their tasks and goals.

An investment in the early web design preparation and planning of your website will significantly increase the odds that your new site will deliver the necessary outcomes for your business and its online consumers.

If you would like to speak with a Digital Expert for advice on web designing experiences your visitors will love, contact us to get started.

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