What is UX design?

What does UX stand for? Learn more about what UX means, why it’s so important and what defines good UX.

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What is ux design

“UX” stands for “user experience.” It describes the quality of the experience an end user has with a specific product, service, company or brand.

Although it’s often talked about in relation to digital products, like apps and websites, UX can relate to anything that an end user can interact with or encounter.

Take the example of going into your local bank to open a new account. If the process is quick and simple with clear instructions, easy-to-find information and friendly customer service, you’d come away feeling like you had a good user experience.

The same goes for ordering something online or using an app on your phone. If you’re able to accomplish your desired tasks with minimal effort, you’ll find the user experience to be a pleasant one.

UX doesn’t relate to one specific thing. It’s the sum of all the smaller parts that determines whether the overall encounter between the product/service and the user is a positive one. You can think of it as the impression the user leaves with and whether or not they’d be keen to repeat the experience. To learn more, keep reading.

That’s UX in a nutshell but there’s a lot more to it. Keep reading to learn:

What is user experience (UX) design?

If UX describes the quality of a user’s encounter with a particular product or service, UX design is the process of creating and shaping these experiences, with the goal of making them positive, pleasant and valuable for the end user.

UX design isn’t about how a product looks; that’s just one aspect of the overall user experience. It’s about ensuring that the product is logical, functional, easy to navigate and generally user-friendly.

There are 5 elements of UX design to consider:

  1. Strategy: Deciding which objectives the product should meet, including both end user goals and client/business stakeholder objectives.
  2. Scope: Fleshing out the details of the product, determining which features and functionality it should offer.
  3. Structure: Mapping out the structure of the product, considering how users will navigate from one point to the next and what information they’ll need to move around the product and accomplish their goals.
  4. Skeleton: Drilling down to the finer details of how each page should be structured and which elements (buttons, menus and other content) will go where.
  5. Surface: Considering the user’s sensory experience of the product, defining how the product will look in terms of colours, imagery, spacing, typography and so on. This is where UI design comes in.

Where does the term “UX” come from?

The term “UX” was invented by Donald Norman, a cognitive psychologist who started working at Apple in the early 1990s. He took on the role of User Experience Architect, making him the first (known) person in history to have UX in their job title.

Explaining the origins of UX, Donald Norman said:

“I invented the term because I thought human interface and usability were too narrow. I wanted to cover all aspects of the person’s experience with a system, including industrial design, graphics, the interface, the physical interaction and the manual.”

In this video, Donald Norman explains in more detail what he meant when he came up with the term — and how it tends to be misused today. Most importantly, he emphasises that UX doesn’t just encompass the design of a product or the product itself; it covers everything surrounding the product that impacts how the user experiences it.

What is the difference between UX and UI?

If you’ve heard of UX, you’ve probably also heard of UI. The terms are often used together but it’s important to be clear on the difference between them.

UX is a much broader term, covering everything that influences how a user feels when they use a product or service. It’s a comprehensive discipline that involves research, analysis, and understanding user needs. 

UI stands for “user interface”, which is the point of interaction between an end user and a digital product. It’s a more narrow discipline that involves the visual design of the screens, buttons and other touchpoints you might use to navigate an app or a website. 

The way the user interface (UI) is designed has an impact on the overall user experience, so UI is an important part of UX.

UX UI
Stands for “user experience” Stands for “user interface”
A broad discipline A narrow discipline
Involves the quality of the experience as a whole Involves the design of the user interface
Concerned with research, analysis, and understanding user needs Concerned with visual design

You can learn more about the difference between the two, as well as how they go hand-in-hand, in this guide to UX vs. UI.

Why is UX important?

UX is important for two reasons: business value and human value. Let’s look at both.

The business value of UX design

If you have a positive experience with a product or service, you’re more likely to use it again and become a loyal customer. You might even recommend it to friends and family. That’s great for the brand reputation, which ultimately determines whether or not the product or service is successful and profitable.

On the flip side, a negative user experience leaves a bad impression of the product, service or brand. If it’s less than satisfactory, you’ll be inclined to go elsewhere, like a competitor with better UX.

Wherever there are two similar products or services offering the same functionality, the one with the best UX will always win out. UX is therefore crucial for winning and keeping customers, developing a positive brand reputation and, ultimately, for driving profit and business growth.

In sum, the business value of UX design includes:

  • A competitive edge in the market
  • Increased sales and revenue
  • Higher conversion rates
  • Better word-of-mouth marketing
  • A strong brand reputation
  • Improved customer loyalty and retention

We compiled some interesting statistics about the business value of UX, like the fact that 66% of customers are willing to pay more for a great user experience, in this post

The human value of UX design

In addition to being valuable to businesses, end users also value good UX even if they don’t know it. UX influences whether we enjoy an experience or not and whether products and services are efficient and easy or frustrating and difficult. 

In addition, UX determines whether products are accessible and inclusive for as many users as possible. Whether they are disabled, come from a different place with different needs, or have different requirements, good UX make products and services accessible for all.

What defines good UX? The fundamental principles of UX design

Defining good UX can be tricky. It’s not down to one specific thing. There are seven principles of UX design that all designers should follow. They are:

  • User-centricity — Design products and services in a way that centres the user’s needs and helps to solve their problems.
  • Consistency — This can mean keeping your designs consistent across all pages, screens, and products within the same product family. It can also mean meeting the user’s expectations for the kind of product you’re designing.
  • Hierarchy — This includes putting more important elements in more prominent positions in both a site’s information architecture and in the visual hierarchy. 
  • Context — Consider the circumstances in which your products of services will be used and how that will effect the user experience.
  • User control — Give the user the right amount of control over their interactions with a product, such as being able to reverse or undo errors to a text message without throwing the whole user experience into disarray.
  • Accessibility — Ensure your product or service is accessible to as many users as possible, including people with disabilities or in other environments.
  • Usability — Usability relates to how easy a given product is to use and it’s influenced by things like:
    • Learnability – how easy it is for a user to learn how to use the product for the first time.
    • Efficiency – how quickly and seamlessly the user is able to complete their goals and tasks.
    • Memorability – how easy it is for the user to jump back into the product after not using it for a while.
    • Errors – how many errors does a user typically make when using the product.
    • Satisfaction – how pleasant or enjoyable is the product to use.

You can discover more about the seven fundamental principles of UX design in this guide.

What is the UX design process?

The UX design process focuses on identifying and solving a problem for a specific target audience. It includes:

  • Conducting user research to understand who you’re designing the experience for and what problems they need solving.
  • Narrowing it down to one problem and coming up with potential solutions.
  • Designing the chosen solution.
  • Making prototypes to test and validate the design, i.e. to make sure it will actually solve the user’s problem.
  • Developing the prototypes into a fully-fledged product or service which people can use.
  • Continuously improving the product/service (and thus the user experience) based on continuous testing and feedback.

If you’d like to learn more about what UX design is, Colman Walsh, CEO of the UX Design Institute, provides a more detailed explanation in this video:

What is a UX designer and what does a UX designer do? (plus other UX job titles)

The people who are responsible for following the UX process and creating good (or bad) UX are UX designers.

Although the term “UX” doesn’t relate exclusively to digital products, UX designers typically work in the tech industry, collaborating closely with software developers, product managers/product owners and other business stakeholders to ensure all aspects of the product’s UX are on point.

As part of their day-to-day work, UX designers:

  • Conduct user research.
  • Create user personas — fictional characters which represent the target user, allowing UX designers to summarise, and better understand, the end user’s needs.
  • Define the information architecture of the product, i.e. how the content will be laid out and organised.
  • Create wireframes and prototypes to map out the structure of the product and the journey the user will take to complete certain tasks.
  • Run user and usability tests to identify where and how the product’s UX can be improved.

That’s not an exhaustive list and the work of a UX designer varies based on where they work and the industry they’re in. But, as you can see, UX design covers a variety of tasks and takes many different factors into consideration.

In addition, UX designer isn’t the only UX-related profession out there. In bigger organisations, it’s not uncommon to have dedicated experts focusing on just one or two aspects of the user experience.

Some of the most popular UX job titles include:

  • UX researcher: Someone who specialises in user research, analysing research findings and understanding the target audience.
  • UX architect/information architect: Someone who focuses on organising and structuring all the information and content that a user will encounter.
  • UX strategist: Responsible for devising an overarching UX strategy, balancing end user needs against business goals.
  • UX writer: Someone who specialises in writing microcopy — the content that’s placed throughout a digital product to help the user navigate and provide them with useful information at various touchpoints. You can learn more about UX writing here.

Just as UX itself is extremely broad and multidisciplinary, a career in the field also has plenty of potential for a varied, all-round UX role or a more specialist pathway focusing on just one aspect of the user experience. Plus, salary can vary a lot depending on the employer you work for, the industry you work in, the amount of experience you have, and the location where you work. See our salary guide for UX designers for more information.  

What skills do you need to work in UX?

In order to work in UX you need a variety of soft and hard skills. However, many of these skills are transferable and can be learned in other places. According to the State of UX Hiring Report 2024, the most important skills for UX designers are:

  • Problem-solving
  • Empathy and a user-centric mindset
  • Teamwork and collaboration
  • UI/Visual Design
  • Wireframing and prototyping skills
  • Usability testing and other research skills
  • Proficiency with prototyping tools, such as Figma and Sketch
  • Interaction design
  • UX writing and content design
  • Information architecture
  • Proficiency in AI tools

Plus, the EU will be approving the Accessibiility Act in 2025, which will make a knowledge of accessible design — that is, design that can be used by everyone, including those with disabilities — an important skill for UX designers to know, as well. Learn more about the skills you need to be a UX designer

How to learn UX design and become a UX designer

You’ve already started by reading this article, but if you want to learn more about UX design and become a UX designer, you may want to take a course. This can mean starting small with a free or inexpensive course that won’t take up a lot of your time. UX Design Institute’s UX Design Fundamentals course is on option. Or, if you’re in college, it could mean taking a course at your institution. 

If you know you want to become a UX designer, one of the best things you can do is get a professional diploma in UX design. You’ll get exceptional instruction, a thorough curriculum, and a certificate to prove you received the credential once you’ve finished.

One such diploma is UX Design Institute’s Professional Diploma in UX Design, which will teach you everything from UX research to wireframes and prototypes. It also includes a new module on AI and UX design, so you’ll be up-to-date with the latest on how AI tools can assist UX designers. In addition, you’ll create a series of real-world projects that you can include in your portfolio. It’s everything you need to enter the UX design job market.

Learn more about UX

There’s so much more to discover about the broad and varied field of UX. In fact, the World Economic Forum says UX and design rank among the top 10 skill priorities fo businesses globally until 2027. Learn more about this growing field. Check out our article AI for UX for 5 ways you can use AI to be a better UX designer and get a reality check with Jakob Nielsen on AI & UX. Also discover the top UX design trends of 2024 and learn more about landing a job in UX in our state of UX hiring report 2024.

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Cynthia Vinney Writer for the UX Design Institute Blog

Cynthia Vinney is a freelance writer and former UX designer with a PhD in media psychology. She has worked in UX for several top interactive firms and advertising agencies performing research and creating designs for major brands.

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