User experience design or UX design is about analyzing, creating, and optimizing the experience of the user. User experience is a very complex issue because it involves the complete experience (e.g., thoughts, emotions, and needs) of a user during the interaction with a digital product. The goal of UX designers is to improve this experience. This means, for example, that complex processes are displayed in an easy and understandable manner and that the user arrives at their desired goal as quickly and conveniently as possible.
Good products need good UX design. Most people have encountered complicated websites or ticket machines that are way too confusing. Examples of bad UX design are easy to spot. Effective user experience, however, is not particularly noticeable. The more sophisticated the UX is, the less it is perceived. Nevertheless, the importance of UX design should not be underestimated. The economic success of digital products largely depends on a solid UX strategy.
Many people might ask themselves at this point; What is the difference between the visual design of a product and the user experience design? This picture gives a good example: The landscape architects did not pay much attention to the actual needs of the users when designing the park. Their main focus was probably on the aesthetics. The consequences of this mistake in a park are manageable because people still find their way.
However, the consequences of this mistake in digital products can be devastating. Users tend to be lazy and have a low attention span. If they can not find their way, the users lose interest and leave the website. For the company, this means losing potential customers and forfeiting profit.
The difference between UI design and UX design
User interface design and user experience design are often confused, even though they are fundamentally different. Simply put, UI designers make sure that a digital product looks good. UX designers take care that a product is easy to use. The biggest difference between the two disciplines lies in the methods. While UI designers face a problem creatively and artistically, UX designers rely solely on analytical research methods and try to scientifically prove every design decision. The basis of their design process is user psychology, while design aesthetics are just a detail.
What does a professional UX agency do?
The work of an UX agency can be compared to the work of an architectural office. As an example, when a company wants to build a new headquarters, they hire an architecture firm and give them requirements for the building. The architects create a blueprint, which is ultimately realized by a construction company.
The construction of a digital product is similar. A company has a need for a product and approaches a UX agency – such as Empatic UX – with the requirements. We then develop an individual UX strategy with the help of user research and our expertise. Based on this strategy, we then design black-and-white plans (wireframes), which can be realized with an elegant UI design.
Our UX design process in detail is explained under services.