If you work in a business that aims to get its customers to do something, like buy a product or use a service (hint: that’s all of us), User Experience (UX) and User Interface (UI) are equally important.
But, UX does not equal UI.
The quality of a user’s experience influences that person’s level of trust and confidence in your business and compels them to act (or not act). The interface, in turn, gives them a means by which to act. In other words, while the UI is a point of interaction, UX is the interaction itself.
Achieving good UX requires a strategy that places people at the center of the design process. Personas, messaging frameworks and experience maps synthesize user research and ensure that we’re making design decisions based on what we know about the people who will use our product.
In the presentation below, we provide additional clarity on the differences between UI and UX, as well as some tips on how organizations can hone their UX thinking to deliver greater value to customers.