The document explains the distinctions between user interface (UI), user experience (UX), and customer experience (CX), emphasizing that UI focuses on visual design and emotional responsiveness, while UX involves research and logical structure. It highlights the necessity of integrating UI and UX with data, branding, and business strategy to create effective CX. The balance of creativity and logic is essential in designing applications that meet customer goals while being visually appealing and functional.

1. Understanding
UI (User Interface),
UX (User Experience) &
CX (Customer
Experience)

2. UI - User Interface
 UI design focuses on visual design or skinning the wire-frames,
where the creative designer plays with colours, shapes, layouts,
typography and more
 UI design is related to branding, colours, typography, iconography.
 Branding related aspects are referred from a brand guidelines
document
 A digital first brand OR a brand looking at aggressive digital
transformation should focus on a separate dedicated online brand
guidelines document
 UI is all about what the customer sees & feels
 UI is more Right brain, a work related to emotions, creativity,
intuitiveness, imagination and free flow

3. UX – User Experience
 UX starts with research followed by analysis and strategy.
 It is about finding solutions, documentation, dealing with
Information Architecture, Data, Wireframes, Prototyping,
Decision making & similar logical attributes
 UX defines the structure of the product, funnels, scenarios,
data flow & development plan
 UX is all about how the customer thinks & acts to complete
the goal
 UX is more Left brain, a work related to Logic, Reason,
structure, linear and functionality

4. The Left brain & Right brain theory in context to UI & UX
Left brain Right brain
Logical
Reason
Linear
Functional
Structured
Emotional
Creative
Intuitive
Imaginative
Free flow

5. CX – Customer Experience
 UI + UX + Data + Advertising + Branding + Sales
process + Business strategy + Pricing + After sales
service + Support and other things result in effective CX
(Customer Experience)
 Effective CX is often result of balanced Creativity (Right
Brain) and Logic (Left brain) applied during application
design

6. UI, UX & CX - Putting together
CX
UX
UI
UI design focuses on visual
design or skinning the
wireframes, where the creative
designer plays with Colours,
Shapes, Layouts & Typography.
UI is more Right brain, a work
related to Emotions, Creativity,
Intuitiveness, Imagination &
Free flow
UX starts with research followed
by analysis & strategy. It is about
finding solutions, documentation,
Information Architecture, Data,
Wireframes, Prototyping &
Decision making.
UX is more Left brain, a work
related to Logic, Reason, Structure,
Linear & Functionality
UI + UX + Data + Advertising + Branding + Sales Process +
Business Strategy + Pricing + After Sales Service + Support
result in effective CX

7. Building blocks of a SMART application
S Sound, Safe & Scalable
M Measureable &
Modifiable
A Attractive & Accessible
R Revenue & Revenue 
T Targeted & Turnkey
+ =