USER EXPERIENCE AND USER INTERFACE PRESENTATION

INTRODUCTION TO UI/UX
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UI design (or user interface
design)
ATTITUDE
UX design (or user experience
design)

UX design (or user experience design) focuses on how
intuitive, easy, and enjoyable it is to use a product (like
a website or an app). It involves conducting research
to understand user needs, and mapping out a logical
structure and flow for the product.
UX vs. UI in a nutshell:
UI design (or user interface design) focuses on the
visual, interactive elements of the product. It designs
all the screens and components that the user interacts
with. It’s about creating digital products that are both
aesthetically pleasing and flawlessly functional.
Both are equally important and play a vital role when creating and developing software.
Think of it like this: a pretty UI may attract visitors, but if the product is not functional, the visitors won't stick
around. And if the product works properly but doesn't look good, users will feel frustrated and look elsewhere to
satisfy their needs.
There needs to be a balance.

UX design maps out the end user’s overall experience,
or journey, throughout the product. It considers things
like:
• What end-user problem should this product solve?
• What features and functions does the user need
within the product?
• How should the product be structured and mapped
out? How can we make it as logical and intuitive as
possible?
• How will different content and information be
organized throughout the product?
• How does the user feel while interacting with the
product? What’s the overall quality of their
experience?
UX vs. UI in a nutshell:
If UX builds the product’s foundation, UI design focuses on the ‘top
layer.’ UI design considers all the screens, pages, and touchpoints
that people interact with while using the product. It considers things
like:
• What elements does the user need on each screen or page?
(Elements include things like buttons, scrollbars, images,
toggles, and navigation menus).
• Where should these elements be positioned? What’s the
optimal layout and visual hierarchy for each screen?
• What should happen when the user clicks on each individual
element?
• How do individual screens connect and relate to each other?
• How can we make the interface visually appealing? What color
schemes, imagery, and typography should we use?

A UX designer thinks about how the experience makes the user feel and how easy it is for the user to accomplish their
desired tasks. They also observe and conduct task analyses to see how users actually complete tasks in a user flow.
Task Analysis - is the process of investigating the tasks users complete to achieve a desired goal or outcome.
UX designers use task analysis to understand what steps users take to achieve their goals — for example, booking a flight,
adding an item to a cart, or submitting a form. Instead of guessing, designers observe or ask users directly how they naturally
perform these tasks.
The ultimate purpose of UX design is to create easy, efficient, relevant, and all-around pleasant experiences for the user.
Here’s what you need to know about UX design in a nutshell:
• User experience design is the process of developing and improving the quality of interaction between a user and all facets of
a company.
• User experience design is, in theory, a non-digital (cognitive science) practice but used and defined predominantly by digital
industries.
• UX design is NOT about visuals; it focuses on the overall feel of the experience.
What does UX design involve?

We know, in abstract terms, what the role of the UX designer entails, but how does this translate into everyday tasks? Here
is an UX designer’s typical tasks and responsibilities.
Strategy and content:
• Competitor analysis
See what similar products are doing — what works and what doesn’t.
• Customer analysis and user research
Talk to real users (or observe them) to understand what they want, what problems they have, and how they use things.
• Product structure and strategy
Help decide what features the product should have and how everything should be organized.
• Content development
Plan what kind of information or text the product will show (like button labels, instructions, or page titles).
What does a UX designer do? Tasks and Responsibilities

Wireframing and prototyping:
• Wireframing
Create simple sketches or layouts to show how each page or screen will look — kind of like a blueprint.
• Prototyping
Make a basic, clickable version of the product so users can test it — even if it’s not fully built yet.
• Testing and iteration
Let users try the design and collect feedback on what works or feels confusing.
• Development planning
Use that feedback to make the design better and easier to use (this is called iteration — doing something again and again
to improve it).

Execution and analytics:
• Coordination with UI designers
Make sure the design looks good — collaborate with those who focus on colors, fonts, and visuals (UI = User Interface).
• Coordination with developers
Help the people who build the app or website understand how things should work.
• Tracking goals and integration
After the product is launched, check if users are using it as expected. Use data and tools to see what’s working.
• UX analysis and iteration (Improve based on data
If something isn’t working, change it — then test again.

The role of the UX designer varies hugely depending on the type of company they’re working in. You see that iteration of
the product, as connected to analysis or testing, is indeed mentioned twice, but in reality, you would put it in between every other
item on the list.
Ultimately, the aim is to connect business goals to users’ needs through a process of user and usability testing
and refinement toward that which satisfies both sides of the relationship.
UX

While user experience is a conglomeration of tasks focused on the optimization of a product for effective and enjoyable
use, user interface design is its complement; the look and feel, the presentation and interactivity of a product.
But like UX, it is easily and often confused by the industries that employ UI designers—to the extent that different job posts
will often refer to the profession as completely different things.
Unlike UX, user interface design is a strictly digital term.
A user interface is the point of interaction between the user and a digital device or product—like the touchscreen on your
smartphone or the touchpad you use to select what kind of coffee you want from the coffee machine.
In relation to websites and apps, UI design considers the look, feel, and interactivity of the product. It’s all about making
sure that the user interface of a product is as intuitive as possible, and that means carefully considering each and every visual,
interactive element the user might encounter.
A UI designer will think about icons and buttons, typography and color schemes, spacing, imagery, and responsive design.
What is user interface (UI) design?

Like user experience design, user interface design is a multi-faceted and challenging role. It is responsible for the
transference of a product’s development, research, content, and layout into an attractive, guiding, and responsive experience for
users.
To summarize what UI design is all about:
• User interface design is a purely digital practice. It considers all the visual, interactive elements of a product interface—
including buttons, icons, spacing, typography, color schemes, and responsive design.
• The goal of UI design is to visually guide the user through a product’s interface. It’s all about creating an intuitive experience
that doesn’t require the user to think too much!
• UI design transfers the brand’s strengths and visual assets to a product’s interface, making sure the design is consistent,
coherent, and aesthetically pleasing.
What does UI design involve?

The look and feel of the product:
• Customer analysis
Understand the audience — what style, color, or design they like.
• Design research
Explore what’s trending or what competitors are doing. Get ideas for layout, colors, and style.
• Branding and graphic development
Make sure the app or website matches the brand — using the right logo, colors, icons, and fonts.
• User guides and storylines
Help tell a visual story through the design — like a smooth flow from one screen to the next.
What does a UI designer do? Tasks and responsibilities

Responsiveness and interactivity:
• UI prototyping
Build clickable, interactive mockups so teams and users can see how it will look and feel.
• Interactivity and animation
Add small touches like button effects, screen transitions, or hover effects — these make the design feel alive and
responsive.
• Adaptation to all device screen sizes (responsive / adaptive design)
Make sure the design works on all screen sizes — from phones and tablets to large desktop screens.
• Implementation with developer (Work with Developers)
Give designs and instructions to developers who build the product, and help make sure it looks just like the design.
While the brand itself is never solely the responsibility of the UI designer, its translation to the product is.
What does a UI designer do? Tasks and responsibilities

Understanding the key differences between UX and UI design

As Rahul Varshney, co-creator of Foster.fm puts it:
“User Experience (UX) and User Interface (UI) are some of the most confused and misused terms in our field. A UI without
UX is like a painter slapping paint onto a canvas without thought; while UX without UI is like the frame of a sculpture with no
paper mache on it. A great product experience starts with UX followed by UI. Both are essential for the product’s success.”
It’s important to understand that UX and UI do go hand-in-hand; you can’t have one without the other. However, you don’t
need to possess UI design skills to be a UX designer, and vice versa—UX and UI constitute separate roles with separate
processes and tasks!
UX/UI

UX vs. UI in summary:
UX design is all about identifying and solving user problems; UI design is all about creating intuitive, aesthetically-pleasing,
interactive interfaces.
UX design usually comes first in the product development process, followed by UI. The UX designer maps out the bare
bones of the user journey; the UI designer then fills it in with visual and interactive elements.
UX can apply to any kind of product, service, or experience; UI is specific to digital products and experiences.
UX/UI in Summary

USER EXPERIENCE AND USER INTERFACE PRESENTATION

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