UX/UI: THE MAKE-OR-BREAK FACTOR IN PRODUCT SUCCESS

Are you more likely to shop in a store where you get lost, or one where you can easily find what you are looking for? That's right. We like to be comfortable. We look for tools that are intuitive to us. And that's what UX/UI is about in technology projects—creating functionality and interfaces that are easy for the user to grasp. Why is this so important? We answer that in the following article.

How does UX/UI work?

Users decide whether to continue using a website or application within the first few seconds of contact with an interface. What's more, this time is getting shorter every year! UX/UI designers should think about staying one step ahead of the user and giving them the solution when needed. 

A well-designed UX ensures that users can find what they are looking for quickly and easily. Clear structure, logical layouts, and intuitive navigation elements on a website make visitors more likely to use it and find what they need quickly. And they are satisfied. When a website or application provides a good user experience, people are less likely to abandon it and look for information elsewhere. 

The UX/UI can be customized to suit individual user preferences. Features such as product recommendations, personalized notifications, or easy sign-in across multiple channels increase engagement and make users more likely to return. 

Why is this important? 

Because it pays off! For example, a 2022 Baymard Institute report showed that improving the UX/UI on e-commerce sites could increase conversion rates by 35.26% by removing barriers to completing transactions. Such a small change changed the site's effectiveness by over ⅓! 

When users visit your website or app, they are looking for information or planning to make a purchase. It's essential to make their journey as easy and convenient as possible. This user-centric approach, facilitated by a well-designed UX/UI, ensures a positive experience, encourages repeat visits, and builds trust in your brand.

UX/UI successes and failures

Sometimes, brilliant ideas on paper don't work in practice. A product must be tailored to the needs and capabilities of the user to succeed, even the most innovative and exciting product. 

How do others get it right?

Spotify

Everyone has fallen in love with it, partly thanks to its excellent UX/UI. The app is intuitive, easy to use, and adapts to different devices. Features like personalized playlists and music suggestions based on your tastes work seamlessly and are easily accessible. Spotify's example shows how UX/UI can influence user engagement and app loyalty. 

Dropbox

The app allows users to easily store, sync, and share files in the cloud. Its intuitive interface means that users quickly understand how to use the app, contributing to its popularity. Although giants such as Google and Microsoft offer their cloud services, Dropbox is still one of the favourites among users, thanks in part to its great UX/UI, and around 700 million people use it. 

And who slipped up?

Windows Vista

Windows Vista is an example of a failed Microsoft product where the UX/UI played a large part in the failure. Vista was criticized for having an unintuitive interface that needed to be more manageable and straightforward for users. Compatibility issues, excessive permission requests, and slow performance further degraded the user experience. As a result, many people opted to stay with older versions of Windows. This forced Microsoft to introduce Windows 7 quickly.

Google Wave

The project aimed to combine real-time communication, document editing, and collaboration in a single tool. However, the interface was complex and chaotic. The lack of clear guidance effectively discouraged users, leading to the project's closure just a year after launch. Innovative products can fail if the UX/UI is not intuitive and accessible enough for users.

Checklist for good UX/UI

1. Understand users: Conduct research and create user personas.
2. Simplicity: Keep the interface clean and minimalist.
3. Consistency: Keep design and navigation consistent throughout the interface.
4. Intuitive navigation: Make it easy for users to navigate the site.
5. Responsiveness: Ensure good performance on a wide range of devices.
6. Speed: Optimise loading times and interface performance.
7. Accessibility: Ensure that the interface is accessible to all.
8. Predictability: Let users know what to expect.
9. Feedback: Provide immediate responses to user actions.
10. Security: Ensure that user data is protected.

A well-designed UX/UI from the early stages of product development means higher conversions and less hassle when making changes, adding functionality, or responding to user concerns. In the long run, it's an investment that will pay off in increased user engagement and revenue and more accessible product development. 

Are you looking for specialists who understand the user and translate that into an intuitive interface? We know how to do it! We know how to create a solution that is perfectly tailored to both the user's expectations and your business's capabilities.

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