Improving website experiences – UX vs UI

Interview with Heiko Hildebrandt, Target Circle
19th April 2017
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Improving website experiences – UX vs UI


Welcome back! Hopefully you all had a well-deserved break and are ready for what the new quarter has in store.

This month we focus on conversion optimisation and improving website experiences. When it comes to the Internet, the customer is truly king. Ever wondered what will happen if a customer finds navigating your website challenging or uninteresting? Of course you have, it’s simple. They will click away and likely move on to your competitor’s website. Businesses large and small spend a lot of their time and money on improving the user experience in order to prevent that from happening.

The acronyms unveiled

It is worth noting that in the online world, UX and UI design are essentially quite different, yet the one is dependent on the other. ‘UX design’ refers to the term user experience design, while ‘UI design’ stands for user interface design. Both elements are crucial to a product and work closely together. But despite their professional relationship, the roles themselves are quite different, referring to very different parts of the process and the design discipline. Where UX design is a more analytical and technical field, UI design is closer to what we refer to as graphic design, though the responsibilities are somewhat more complex.

As Rahul Varshney, Co-creator of 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 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.”

Why is user experience important for conversion?

Studies show that online sales can rise by up to 225% when you improve the user experience and provide good product information at the right moment. It’s no surprise then that most software projects at large companies run over budget primarily because they overspend on user engineering.

Improving your site’s user experience doesn’t have to cost a fortune though. There are several effective strategies that are rather inexpensive, yet highly effective in boosting your conversions. These may include using colours deliberately, displaying prices clearly, choosing images wisely and having deliberate call-to-actions.

In the end, it’s a high conversion rate that every business wants. Providing customers with a great experience while interacting with you online will go a long way in generating better sales.

Happy selling!

Daniel Gross – CEO

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