The importance of great UX/UI design

by Kelly Thake on 30th June 2023

From the moment we open our laptops in the morning to the second we put our phones down in the evening, we’re constantly bombarded with stimuli competing for our attention. Studies have shown that the average human attention span has dwindled, making it challenging for businesses to capture and maintain user engagement. Users now have the power to quickly skim, scroll, and swipe through content, demanding instant gratification and relevance. To combat this, it’s important to employ a strategic approach to website design, with an emphasis on concise messaging, compelling visuals, and user journey to effectively capture and hold the fleeting attention of the audience.


In this blog post, we will explore the fundamentals of UX/UI design, its significance, and how it can impact your business going forwards.


First of all, what is UX/UI design?


User Interface (UI) design refers to the visual and interactive elements that users directly engage with – whether a website, app or portal. It involves crafting intuitive layouts, typography, colour schemes, icons, and other visual elements that enhance the usability and appeal of the digital product. In this stage, we ensure that the interface is aesthetically pleasing, consistent, and aligns with the brand’s identity.


User Experience (UX) design focuses on the overall experience a user has while interacting with a digital product or service. It encompasses various aspects such as usability, accessibility, functionality and journey. Our team works to understand user behaviour, needs, and motivations in order to create seamless, meaningful, and satisfying user experiences.


How do UX and UI design work together?


While UX and UI design are distinct disciplines, they are deeply intertwined. UX research and strategy inform UI design decisions, and the visual elements created during UI design need to support the usability goals outlined in the UX design. Across all of our projects, we work on these stages in tandem – designing a user-friendly interface that therefore creates the best experience and journey.


Key considerations in UX/UI design:


  • Responsivity: Does the website/app function well across all devices/browsers?
  • Accessibility: Is text easy to read? Are colours high contrast? Are there any additional accessibility requirements for this project?
  • Text Distribution: Is text easy to digest in manageable chunks? Is the information hierarchy clear?
  • Engagement: Is the user engaged at key moments, or could they get bored and scroll past?
  • Call to Actions: Are buttons/interactive elements clear? Are they consistent and easy to find?
  • User Journey: Is it obvious where the user should go? Does the navigation have a clear structure?


The impact of great UX/UI design:


When UX/UI design is executed effectively, it has numerous benefits. Here are a few examples:


Increased User Satisfaction: Well-designed experiences leave a lasting impression on users, creating positive emotions and building brand loyalty. By understanding user needs and providing intuitive solutions, UX/UI design helps create memorable experiences that users enjoy.


Improved Conversion Rates: Seamless and intuitive interactions enhance user engagement, reducing friction and increasing the likelihood of conversions. Clear call-to-action buttons and an intuitive checkout process can significantly impact conversion rates.


Enhanced Brand Perception: UX/UI design reflects a brand’s personality and values. Consistent, visually appealing, and user-friendly interfaces contribute to a positive brand image, differentiation from competitors, and increased trust among users.


Reduced Ongoing User Support: A well-designed website reduces the need for extensive user support and guidance. If the website structure is clear and users can easily find the information they’re looking for, this should reduce the burden on customer support teams.


With such an abundance of information, choice, and distractions available to us, it’s never been more important to have a great website design to cut through the noise. Contact us today at to see how we can help.


Kelly Thake

Written by Kelly Thake

Kelly is one of our Graphic Designers and is a lover of all things print and digital. With a BA in Graphic Design from Norwich University and qualifications in UX/UI design, wireframing and team management she leads our design and branding services. She considers ‘the idea’ to be the most important part of the design process, and enjoys using this ‘idea’ to stretch projects further and create a more coherent outcome. Outside of work, Kelly is very active; climbing, swimming and playing badminton most weeks. Luckily we know that we can keep her still at work with a packet of ginger nuts and a milky hot chocolate.

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