What is UI design and why is it so important to your business?
UI (User Interface) Design refers to the visual elements and language that make up a digital product or experience.
Jon Strube
March 11th, 2019
Written by Jon Strube
UI Design is an extremely broad term that in a nutshell includes the design of screens, buttons, icons and symbols, images, typography, video, animation and any other visual elements a user will see and interact with.



We used to refer to this form of design as simply Web Design, but as companies have evolved and grown, as well as the capabilities of today's technology and the power of the internet, online resources are much more than just a website. They can be highly complex data resources that require detailed thinking in order to deliver the correct information back to a user. An example could be a sophisticated eStore that requires a deep understanding of human shopping behaviours, responses and online routines, in order to achieve maximum sales conversions.

Of course, there are pre-packaged UI solutions available, but they rarely satisfy specific needs unique to your business and with a plethora of devices and screen resolutions to take into consideration, there is a greater need to consider bespoke UI solutions.

The term UI design includes more than just front-end experiences, it includes, eStore, subscriptions and sign up forms, user account management, dashboards, reporting and notifications. All of which need to be thoroughly considered from every detail.



How an interface is designed can affect the UX (User Experience), so it's important to consider who will be interacting with the design, what their goals are and how you can make their journey from arrival to achieving their goal as simply and intuitively as possible.

Some define UI and UX as two separate disciplines, but we believe you can't create a meaningful solution without being mindful of both, constantly questioning the reason for every element on a page.


"When you do things right, people won't be sure you've done anything at all." Futurama


Your website and overall online presence is an extension of your business and as such should give a positive first impression, and users with a lasting one - even if they don't realise it. If something doesn't look right or work correctly then its human nature to remember a negative experience, promoting unease or mistrust.

You can think of it much like a dining experience; if you are served great food with excellent service and have a wonderful time! then you will most likely leave feeling happy and you will instinctively return. Have a bad time and you'll be immediately sharing your negative experience with friends, often via Google or Facebook! And naturally think twice about returning.



If we are impatient and are spending too much time understanding a task, some of us will simply abandon it for an easier or quicker route. With these points in mind it is important to get everything spot on.

Whether you have a website promoting your services, selling digital or physical products, bespoke functionality, learning resources or something much bigger, with so much competition online it is ever important for businesses to invest in UI design and focus on customers online satisfaction.

If you would like to discuss the usability aspects of your website or online application, then we would be happy to talk to you too. You can reach Brilliant on 01279 725358.

Jon Strube - fond memories and a great loss to us all
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