The Importance of UX / UI Design in Optimizing Your Platform

UI what?

You’ve probably heard someone around you talk about UX (user experience) or even UI (user interface) design. Although these terms are used often, they are now often victims of the current trend. Does it sound better in a conversation to say “We changed the location of this call to action to improve the user experience” or “We changed the location of this button because it ‘s? is common sense, people read from left to right ”. Today, it seems more professional to talk about user experience than common sense, but what is it really?

You should first know that these terms have appeared following the increasing complexity of the web and the rise in the importance of the mobile platform. UX is not new, it is even present in all spheres of our lives, whether for a doorknob, a bottle of ketchup, or the route we take at the airport. If you’ve ever gotten lost in a building for lack of directions or because some posters were in the wrong place, you’ve had a bad user experience. The same goes for your website, application, or software.

Who is in charge of UX / UI?

In recent years, we have seen the roles of Designer UX and Designer UI appear in the field. Most web designers are actually UX / UI Designers now, but some companies, due to their size and/or the division of their departments, hire people who specialize in one or the other. Although sometimes treated separately, these two specialties are part of a whole which consists of improving the design and organization of an online platform and therefore making users want to come back to your site.

Improving the user interface (UI) is one of the steps in the journey to follow for an optimal improvement of the user experience (UX) of your platform. It will make navigation easier and more intuitive by working on the fluidity of the animations, the visibility of the elements, and the efficiency of the design.

As mentioned earlier, user experience (UX) at its core starts with common sense. On the other hand, if we take the time to do it correctly and with the right tools, there is a way to better measure the factors that will improve the simplicity, speed, intuitiveness of navigation, and therefore the conversion of users on your site. What may bring us to the next question …

How much does it cost?

In today’s competitive digital environment, user experience matters. UX was once a luxury and an added expense. Now a good UX is a key to success. Without UX, you run the risk of decreasing your sales, decreasing efficiency, increasing your training and development costs, and being outnumbered by the competition.

Usually, the user interface (UI) is the part of the UX that is optimized the most. Being the visible part, people tend to mistakenly believe that a spectacular and out of the ordinary design will solve all of their problems. While the aesthetic side of your website should not be overlooked, it is nevertheless important not to forget the hidden part of the iceberg: scientific data. A carefully designed, yet research-informed and data-validated interface will further improve your users’ conversion. Engagement is key, and that’s where a strong visual will come in handy.

If you only work on design intuition, you are missing out on the opportunity to compile data that will help you understand what users want and what will determine their behavior. By establishing concrete metrics and criteria, you can also build a plan and iteratively improve your website, application, or software over time. We recommend using research, analysis, and testing to validate that your user interface (UI) will meet your goals.


Knowing who your users are and what challenges they face are crucial. Compiling data will allow you to make informed design decisions.


An increased understanding of the competition is key. The data generated will allow you to make better decisions about design and functionality.


The tests will allow you to observe users interacting with your site and compare their browsing habits with the typical route you planned in order to reach your goals.

For these reasons among many others, the importance of science is very visible. The visual style will capture the interest of a user and elicit their engagement, but the science will validate that the decisions made at the visual design level respect the goals and objectives of your business, and not just your taste in terms of visuals.

Now how much does it cost? That was our initial question. As you can imagine, there are many factors to consider and a multitude of tools and techniques available to achieve your goals. It is therefore impossible to set a price without having assessed your needs and objectives. 

1. Understand

Knowing where you are coming from and where you want to go is crucial so that the following steps fit together well. You can follow to think of the below steps as the foundation of your website.

  • What is your business model?
  • What are the objectives of your enterprise?
  • What features are required?
  • What are your technological constraints?

2. Find & Analyze

The user-centered design begins with the definition of objectives and goals. It lays the foundation for strategy, design, content, and information architecture. Business priorities often overlook the reality of user needs. What works and matters to users is not always what works for us. At the research stage, we help you uncover the gaps in your knowledge at this level and align your assumptions with actual user expectations. We help you identify a strategy that meets both user needs and your business goals. Our analytical approach is focused on finding strategic information in order to better understand the reactions and interactions of your customers with your platform. Depending on the time and resources available, we choose the research methods that work best for you.

– Building personas

A tool that will help you better understand a subset of users. The persona takes attributes of similar users and associates them with the description of a single target group. It brings out details about the attitudes, behaviors, pain points, preferences, lifestyle, and motivations of this user group.

– Competitive analysis

The process of comparing a product to other similar products on the market allows us to better understand the characteristics, strengths, and weaknesses, branding, and user experience of products already available.

– Conversion rate analysis

“Converting” does not mean making a sale. Having a good conversion rate can represent all kinds of measurements. Unless you clearly define what you expect as “conversion,” you will not be able to achieve your goal. 

– Polls

It is possible to create a poll that will be sent to your target audience to get feedback, ask questions about the overall experience, and get information about the effectiveness of features. It is an economical way for designers to obtain information, although it will not be thorough enough compared to that obtained from user testing.

– Pain point analysis

Sometimes a problem can create frustration or inefficiency in the user’s navigation. In the early stages of our research, we may uncover these issues by asking users what solutions they are currently using to meet their needs. The current solution might not be quite adequate for the user to achieve their goals, either its execution is unpleasant, or it takes too much time. By obtaining this information, the designers, therefore, have the possibility of correcting the situation by improving the product.

– Focus Group

Bringing together a group of people allows us to ask questions and have discussions that will allow us to find common points in the experience and attitude of people towards your product.

3. Test

Based on the goals set at the start of the UX process, we help you establish the appropriate KPIs. Walter can organize user test sessions and perform detailed analysis to turn data into actionable design improvements. We use a variety of methods to collect user feedback, from remote user testing to one-on-one sessions. We will help you choose the ones that are right for you and that best suit the participants. We love surprises and are always open to any discovery that can help us improve your platform.

– Screen users (Screener)

A set of questions asked of participants in the research on potential users to ensure that they are part of the target audience. This selection helps to maximize research budgets and control the quality of results by ensuring that only qualified respondents are allowed to participate in the study.

– 5-second test

A quick 5-second exposure allows us to observe what users remember first about your product.

– Confidence

In the 5 second test, the user is asked how they perceive the credibility of the page, and if they feel confident enough on the site to make purchases or provide personal information.

– Usability

testing A test that consists of observing the user’s interactions with the interface to see how easily they can perform tasks, if they are having problems with the interface, and if the users are having problems that the designers would not have anticipated.

– Error analysis

An error made by a user during a usability test, accidental or not, allows us to observe a problem in the design of the interface. We also pay special attention to users who click on non-clickable items, look for functionality in the wrong place, enter the wrong type of information in a text field, and any other errors that point to potential improvement to be made.

– Think Aloud

A testing method where users think aloud when using a system. This allows us to learn more about what people think when determining how to navigate a new interface.

4. Structure

Ensuring that the visual structure and presentation of information on a platform is intuitive and correlates with user expectations is one of the foundations in optimizing the user experience. We make sure the right information is presented in the right way, in the right place, and at the right time. Wireframe mockups will help you visualize data structures and represent user interface functionality. They enable effective communication between team members and, more importantly, allow rapid testing of workflows, navigation, and overall data structure.

– Architecture and hierarchy of information

Creating or adjusting your tree structure is a good starting point in order to properly structure your site for optimal navigation. Ideally, your information hierarchy should match your goals, so that the most important information is the one that is most visible on the page.

– Creation of workflows

This step helps us to list the different paths that will be taken through the application, the software, or the website. It begins at the point of entry and follows the intermediate steps of the process, until its completion.

– Wireframes

Our team will provide you with a preliminary visualization of the interface layout. This step does not contain any fonts, colors, or texts and only focuses on the relationship between the different objects on the page. The purpose of the wireframe mockups is to explore how the site structure will be worked out, without being distracted by visual details that are irrelevant at the moment.

5. Designer & Programmer

The visual appeal of your product has a huge impact on users. While the information architecture of a product is important, it does not facilitate engagement per se. We use user-centric design to produce a consistent, predictable, and desirable effect on the target audience. By targeting users on a deeper and more emotional level, we make the user experience more enjoyable. The change of experience is accomplished by eliciting in the user an emotional response linked to his actions and achievements. One of the main goals of UX design is to add context to users’ natural behavior and in doing so provide them with a story they can learn from the experience.

With many years of experience, we lighten your load by ensuring that your platform looks and feels exactly as approved visuals and has been properly tested on different screens. Using the latest technology, we ensure that the design is translated into working code. We code strictly in accordance with the standards in force and assist you during more complex back-end integrations.

– Moodboard creation

Searching for visual inspirations (such as fonts, colors, or images) that capture the emotional response that a brand or site should elicit. In the early stages of the design strategy, the mood board can help set the tone for any design choices made during the mockup and prototyping stages.

– Creation of models

A design tool to pin the final graphic elements of an interface. Rather than focusing on functionality, a mockup describes how the interface looks.

– Demo

The demo that will be provided to you is a preliminary version of your platform which allows us to test the functionalities and make some small adjustments before it goes live.

6. Test & Continuously Improve

Although we have previously done tests and analyses to optimize your site to its maximum, you should know that the optimization of a website never ends. In order to consistently stay one step ahead of your competition, you will need to stay on top of new trends and changes in your users. Our clients who understand that continuous improvement is the key are the ones who get the best return on their investment.

– A / B Testing

This is about showing users one of two versions of the same page and determining which one performs better in terms of metrics, such as conversions or click-through rates. Pages typically include a change to a single feature, such as the color, text, or location of a button.

How much value can investing in UX bring you?

A high level of user satisfaction will ensure your business growth and sustainability. You will be able to achieve this goal by creating a high-quality product. Improve your reputation today by investing in UX.

Ultimately, a good user experience leads to:

  • Improved performance – Products that perform better
  • Increased Exposure – Better Products and Good Word of Mouth Marketing
  • Improved credibility – More interest and confidence in the brand, therefore a low bounce rate
  • Long-term reductions in design and development costs – Lower initial time/money investment
  • Increased Sales – Improved Conversion
  • Reduced training and errors – More productivity and efficiency for users

We recommend investing in UX, both science and aesthetics, in order to create products that will appeal to users. Calculating the ROI of UX is a good place to start convincing your partners that it’s worth it.


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