What Actually Is UX design ?

User experience design

UX stands for «user experience», which describes nothing other than the experience that the user has when interacting with a system, product or service of a company. It doesn't matter whether the product is a website, a mobile app or a ticket machine. It's always about convincing the user from start to finish across all touchpoints with reliable and intuitive use - ideally even inspiring them. If the user has a positive experience, this leads to satisfied customers who are likely to return and, in the best case, even to brand ambassadors for their environment.

Understand the user - personas

In any case, the main focus for the UX designer is the user. Only those who know this – know what wishes and needs they have – can develop a product that will convince. With the help of fictional users - so-called personas - possible expectations, values, wishes and goals are documented. This is often done on the basis of surveys, interviews or tests with simple prototypes. When creating the personas, it is about putting yourself in the role of the user, understanding his points of view and motivations. There is also talk of putting on “user glasses”.

What does UX design bring me?

Although UX design is not directly about increasing conversion (sales rate), this can be positively influenced with good UX design. As an example, the products and services from Apple: From buying the device in one of the chic Apple stores to unpacking it for the first time and using the countless apps from the store, the devices are simply fun! Apple offers their users such a good UX design that they succeed in turning customers into loyal fans.

The Difficulty of Simplicity

«A design isn't good if you can't add more. A design is good when nothing else can be removed.” The focus is on the essentials, what the user needs. It is important to satisfy the needs and to reach the goal without obstacles.