UX is more than a matter of design

When I talk about user experience (UX), many people immediately think of attractive design with pretty buttons, harmonious colours or well-balanced layouts. Of course, looks count, and that is a large part of it. But UX is so much more than that. UX is about the whole experience people have with a digital product — from the first contact until long after they have used it.

UX, UI and usability: how it all fits together

UX describes the overall experience someone has with a product, a service or a company. It begins the moment someone considers using something, and it ends only once that person looks back on the experience.

Good UX shows when the needs of the people using a product are consistently at the centre, and when processes are questioned and improved again and again.

Usability is one part of that. It determines whether someone can handle an app or a website intuitively. When someone opens an application for the first time and gets along with it straight away, without stopping to think or having to read up on it, that is good usability.

And then there is the UI, the user interface. That is what you actually see. Colours, typefaces, spacing, icons: all of them influence how using an app or a website feels. A successful UI does not merely look good, it helps to get things done faster and more easily. The UI shapes not only usability but also the character of a brand. I am deliberately leaving the branding perspective out of this post, though — it would deserve an article of its own.

UX, UI and usability are therefore closely connected. However beautifully a product is designed — if it does not work, frustration is guaranteed. Conversely, the best functionality is of little use if the visual design puts people off or confuses them.

Why UX is not a matter for design alone

Design matters, no question. But UX does not only happen on the surface. It runs through the entire project, from strategy to support.

If product management defines target groups and requirements without taking the user’s perspective into account, for instance, a rift opens up quickly. Or if development works flawlessly in technical terms but neglects performance and loading times, the experience suffers. Content and copy play a large part too. A clearly worded button label can make the difference between someone clicking and someone hesitating. And UX still counts after launch — in customer support, for example. A good product loses its shine immediately if the service afterwards disappoints.

To me that means UX is teamwork. It only works when everyone involved pursues the same goal: keeping people at the centre.

Examples of good UX

A few everyday examples of what makes good UX:

• Clear navigation: when I do not have to fight my way through ten menu items but find what I am looking for straight away.
• Fast loading times: when a page responds immediately instead of keeping me waiting.
• Responsive design: when I get the same quality on a phone, a tablet or a laptop, with no compromises.
• Accessibility: when content and functions are fully available to everyone.

My conclusion

UX is not an extra you add at the end of a project. It is the foundation of every successful digital product. When everyone involved in a project understands what UX really means, something emerges that does not merely work, but keeps people happy in the long run.