With user interface (UI) and user experience (UX) often lumped together, it is easy for the design company to err and focus only on the UI. The problem is that UI forms part of the bigger picture, which is UX, and mistaking the two can lead to product failure.

1.      Treating UI as UX

User interface is the space designed to ensure a positive user experience. UI is about the space where the user interacts, while UX is how the interaction makes the user feel. It is thus the outcome of the interaction. The user-experience design company conducts the necessary research before and throughout every stage of the UI design to ensure each element is validated in the design. The idea is to ensure that the UI provides the right user experience. Ultimately, the product must help to solve the user’s problem. If the user’s objectives cannot be achieved in the fastest, most convenient, enjoyable and efficient manner, the product fails. Why? Because the overall user experience is poor.

2.      Not knowing the audience

Confusion about the difference between UI and UX can cause a company to design a stunning interface, but for the wrong target audience. UX is about getting to know the audience for which the product is designed. This also entails getting feedback about the user experience apart from demographical data analysis. Armed with the necessary information, it is possible to design the product around the user’s needs and give it an interface that enables the product to meet the user’s interaction needs.

Designers who think they know what users need and want are often tempted to add unnecessary features or to change the interface when the users were happy with the original one. Just think about software or firmware upgrades. The user loves an electronic device because of its easy-to-use operating system. With the firmware upgrade, a certain touch function is perhaps replaced with a more complicated swipe functionality. It causes frustration and the user buys another brand instead of struggling with their current device. Had the company done the necessary research, they would have known that the touch functionality for the particular product was loved by the users.


Bottom line – stop adding features or making changes without knowing the target audience and their particular needs. Get in expert help from a UX design company to help solve the design problems in order to improve user experience.


By Isebell Gauche