UX/UI Design
UX (User Experience) design shapes the overall experience of an application; UI (User Interface) design shapes the visual surface. Together they make software intuitive, appealing and effective.
Design is not how something looks – design is how it works. UX/UI design decides whether users enjoy using software or give up in frustration. Studies show: every euro invested in UX returns €10–100 through higher conversion, lower support cost and stronger loyalty. Good design is a business decision, not a luxury.
What is UX/UI Design?
UX design (User Experience Design) covers the full process of designing the user experience: user research, information architecture, interaction design, wireframing, prototyping and usability testing. UX answers: Is the software easy, efficient and pleasant to use? UI design (User Interface Design) shapes the visual surface: colours, typography, icons, layouts, animation and hierarchy. UI answers: Does the software look professional, consistent and appealing? In practice UX and UI work closely together – in smaller teams often in one person. The design process often follows the double diamond: Discover, Define, Develop, Deliver.
How does UX/UI Design work?
The UX process starts with user research: interviews, surveys and analysis of usage data show what users need and where problems are. From that come personas and user journeys. Wireframes sketch structure and navigation without visual design. Clickable prototypes (e.g. in Figma) are tested with real users. UI design then gives the validated wireframes a visual identity: design system, colour, typography and interaction patterns. Usability tests validate the result before development.
Practical Examples
Online banking portal after a UX redesign: Abandonment during transfers drops 40% because the flow is reduced from 7 to 3 steps.
E-commerce app with a new UI design system: Consistent buttons, colours and typography build trust and increase conversion by 25%.
B2B SaaS product with a user-centred dashboard: Instead of 50 metrics on one screen, the 5 most important are highlighted – usage frequency rises 60%.
Patient app revised after usability tests: Older users can use the app without guidance thanks to larger buttons, clearer language and simpler navigation.
Typical Use Cases
New product development: UX research and design as the basis for software users actually need
Redesign of existing software: Improving experience based on usage data and feedback
Conversion optimisation: A/B tests and UX analysis to increase sign-ups, purchases or engagement
Accessibility: Designing inclusive interfaces for people with disabilities
Design systems: Building reusable UI components for consistent experiences across products
Advantages and Disadvantages
Advantages
- Higher conversion: Intuitive flows lead to more completions and fewer drop-offs
- Lower development cost: Fixing design issues is much cheaper than fixing them in code
- Loyalty: Good experiences create customers who return and recommend
- Less support: Intuitive software generates fewer questions and complaints
- Competitive advantage: With similar features, better design wins
Disadvantages
- Time: Thorough UX research and testing take time – typically 2–4 weeks before development
- Cost: Professional UX/UI designers are specialists with corresponding rates
- Subjectivity: Design decisions are sometimes driven by taste rather than data
- Stakeholder conflict: Different opinions on design can delay decisions
Frequently Asked Questions about UX/UI Design
What is the difference between UX and UI?
When should you invest in UX/UI?
Which tools are used for UX/UI design?
Related Terms
Want to use UX/UI Design in your project?
We are happy to advise you on UX/UI Design and find the optimal solution for your requirements. Benefit from our experience across over 200 projects.