UX design: fluid and assertive visual experience on the internet

Now that you probably already know what UX Writing is, it's time to learn another UX add-on, UX Design.

Although the concept of UX (user experience) is not so new in the market, it should not stop being used at some point, because, contrary to what many think, UX encompasses the most diverse areas related to user experience, that is, UX is a set of strategies whose objective is to deliver the best possible experience to a user in the digital market.

This means that when we talk about any type of online interface (mobile, blog, website, applications, etc.), UX techniques must be present, whether they are design-oriented or text-oriented. 

To give you an idea, here are some of the areas related to user experience: 

• UX Writing: area responsible for writing with a focus on the consumer/user experience;
• UX Strategy: UX related to the company's strategies as a whole;
• UX Developer: UX related to the use and development of tools and solutions;
• UX Research: this person focuses on developing user research in order to identify pain;
• UI Design: area that works with the visual part of digital interfaces. 

There are other areas involved in UX, such as Information Architecture, professionals involved with usability and computer-human interaction, etc. But these are the best known. Today, we are going to talk a little more about UX Design.

What you will see in this post

• What is UX Design;
• What is the difference between a Designer and a UX Designer?;
• Basics of UX Design;
• What is the advantage of using UX strategies?;

Come on?

First of all: UX design: what is it? 

If, on the one hand, UX Writing aims to put more fluid and targeted text in an interface, UX design aims to increase user satisfaction and loyalty through an easy-to-use interface that provide a pleasant interaction in the user's contact with the product. 

An interesting thing about professionals called UX designers is that they do not only work on online products and services, this work also extends to physical products. 

This work has the challenge of creating products that are easy to use and interact with, whether they are digital or not. Here, we are talking, once again, about offering an experience so that people can see a delivery of value with your product. 

The union of the UX writer with the UX designer (and, if possible, all other areas of UX) has everything to deliver an unforgettable experience and be remembered for a long time. 

A well-known UX professional, Laura Klein, says the following: 

“If UX is the experience that a user has while interacting with your product, then UX Design is, by definition, the process by which we determine what that experience will be.

UX Design always happens. Whether it's intentional or not, somebody makes the decisions about how the human and the product will interact. Good UX Design happens when we make these decisions in a way that understands and fulfills the needs of both our users and our business.”

Translating: 

"If UX is the experience the user has while interacting with your product, then UX Design is, by definition, the process by which we determine what that experience will be like. 

UX Design always happens. Whether intentional or not, someone makes the decision about how the human and the product will interact. Good UX Design happens when we make decisions in a way that understands and fulfills the needs of both our users and our business."

It makes perfect sense, doesn't it? When we talk about a brand and the sale of a product, it is important to focus on the consumer, but also on our vision as a company. If your goal is to create an e-commerce, you need to sign the step by step to create an account, choose products, cart, payment, etc. 

One important thing: UX is very much about empathy and caring about anticipating user needs. Example: to check out a purchase on your e-commerce site, how can you improve the product choice, login and payment flow? Think about all the steps in this process and try to anticipate possible pains, such as page load time (responsiveness), ease between the login screen and the payment screen, etc.  

Read too:

• UX writing: the importance of customer experience;
• Marketing 5.0: get closer to your potential customers;
• The 10 Whys of Having a Blog in Your Marketing Strategy!

What is the difference between a Designer and a UX Designer?

Every UX Designer is a designer, but not every designer is a UX expert. Like this? 

Well, a designer is a professional capable of working with design (really? Nobody knew – laughs). The focus of this professional is to develop, through an innovative design, graphic arts for the most diverse purposes: branding, advertising pieces, website layouts, social networks, etc. The designer is one of the key pieces in marketing, after all, it is by his hands that the entire visual part of your product/service/company is developed. 

The UX Designer is the design person who specializes in the process of creating interfaces focused on the user experience. This professional focuses on usability, that is, in addition to creating a beautiful and eye-catching layout, this professional uses some techniques to optimize the user experience. 

In UX Design, heat maps will be used, for example, to understand the best path for the user within the site and how to use colors and texts that speak more directly to the target audience, etc. 

Basics of UX Design

Regardless of whether you design as a UX professional or not, here are some universal design foundations that you should consider when producing a digital interface (text, images, etc):

• Equity: Design with focus in UX is useful and marketable to people with diverse skills. A fair product is useful for serving a diverse audience, with their respective peculiarities (race, color, ability, gender, etc.);
• Flexibility in usability: UX-focused design takes into account that different people have different skills and preferences, so it can encompass different personalities;
• Simplified and intuitive use of interfaces: A UX-focused interface is easy to understand and is intuitive, regardless of user knowledge or qualifications;
• Easy-to-understand information: UX design communicates only what it needs to communicate. Although it uses storytelling as a technique to engage the audience, the text is concise and effective;
• Empathy and tolerance: the design aims to lead the user to a certain action, minimizing the chance of errors or "confusions" in the information received;
• Low Interpretation Effort: An interface that uses UX Design (and UX Writing) is designed efficiently and comfortably, so that there is little effort on the user's side to understand and search for information.

Always remember that the goal is for your user to understand your message, regardless of their size, age, social class, skills, life perspectives, etc. An interface must be read, experienced and understood by anyone.  

What is the advantage of using UX strategies?

Well, the father of marketing already said about customer satisfaction:

"The best advertising is made by satisfied customers" - Philip Kotler. 

Who are we to disagree, right? Think of all the times you entered a website, but ended up giving up on buying a product because of the difficulty of the website; with the increase in the use of cell phones, this is quite frequent, given that responsiveness does not always work well. 

Here are some more advantages of UX Design: 

• Increases the conversion rate;
• Increases the number of new users;
• Generates greater customer satisfaction;
• Reduces the cost of maintenance in development. 

We hope that this content has helped you to notice that having this professional in your marketing strategy is essential! By the way, don't forget to continue browsing our blog here and learn more about the world of marketing! 

If you haven't checked out our post on UX Writing, take the opportunity to check out: UX writing: the importance of customer experience.

To the next!