What is
UI/UX design?

Even though UI & UX Design are often used together (& sometimes interchangeably!), these are two fundamentally different entities. UX design or user experience design is all about creating meaningful & relevant experiences for the users that solve user problems & add value to the entire experience(digital or physical).

UI design or User interface design is the process of designing the look & feel of  a digital product.

While UX design is more focused on “how well things get done”, UI design aims at designing digital interfaces with the right set of aesthetics ensuring the experience is hassle-free, delightful and satisfying.

Why does your
product need UI/UX?

UI/UX design is no longer a “good-to-have” for your product/service. In a digital-driven world, where every product/service is creating their own unique value & identity in the digital space, UI/UX design can help you not only stay ahead of the competition but also fulfill the needs of your user base through creative & meaningful ways.

Today, design-led companies outperform their competitors by a whopping 228%. In addition to enhancing the overall experience & aesthetics of your product, UI/UX design can also

  • Increase user engagement, satisfaction, & product stickiness
  • Create user-friendly, flexible, & efficient platforms 
  • Alleviate user pain points & help them complete tasks with ease 
  • Enable deeper & better understanding of your target demographic
  • Open doors to better product/market fit & product innovation 
  • Help you grow & scale your business 
  • Enhances customer satisfaction that in turn raises your brand value
  • Optimize workflows & service design for enhancing employee experience
  • Unleash legacy incumbents in a swift, disruptive & digital ecosystem 
  • Higher ROI in terms of larger market share, growth, customer satisfaction, & more

UI/UX Design

User flow vs user journey

User Journey

A user journey is a critical element of UX design which provides a holistic view of the journey undertaken by the user across the solution that not only includes the steps taken by the user but also their emotions, pain points, & moments of delight. It clearly defines the individual relationship between the user & the product over time and across different channels/media (including websites, kiosks, physical stores, etc.)

How is it done?
Wireframing methods UI UX design


A wireframe is a skeleton for robust prototypes & powerful designs. Wireframing involves creating basic visual guidelines for different screens & web pages that also showcase how the solutions would flow for the target users. This is where UX designers create an information hierarchy that accommodates both user & business needs in the form of a lean, realistic layout so that stakeholders can evaluate whether the concept is good enough to develop or not.

How is it done?
information architecture diagram process

Information Architecture

Information Architecture (IA) is where designers work on creating an organized & labeled content structure for the product in order to make it easy for users to find the right information & overall enhance the user-friendly quotient of the product. This step defines how easily users can complete their tasks on the platform by fitting different pieces of information & features together coherently, keeping in mind the big picture & viewing the product as a whole.

How is it done?
visual design elements

Visual Design

Visual design encompasses everything from layout to colors to typography to white space to images that enhances the visual appeal & usability of a product. When done right, visual design can optimize the overall user experience, increase engagement, and even drive conversions. The key elements of visual design are guiding the user’s attention to an item’s functionality and creating a consistent aesthetic language throughout the product that resonates with the target user group & elicit the right emotional response.

How is it done?
Illustrations for UI UX design


A picture is worth a thousand words. Illustrations in UI design tend to have the same effect & importance. Illustrations are being widely employed to communicate ideas & notions in much more impactful ways than plain text. They can also be used to explain complicated ideas in simpler, meaningful, & memorable ways. Illustrations help get the main point across faster as the human brain processes visual cues faster than textual cues. They keep users engaged, informed, & entertained throughout the journey. Not only this, they also lend a modern & dynamic touch to the brand while also enhancing the overall aesthetic appeal of the product.

How is it done?
Animation motion design UI

Animation & Motion Design

Motion-based design elements such as transitions, animations, dynamic textures,  & the likes draw users’ attention to specific areas on the screen enabling easier navigation, higher predictability & lower cognitive load. Animation & motion design in UI also define spatial relationships between screens & individual elements thus reducing confusions among users. They help reinforce visual confirmation of actions being performed by the users and add oodles of engagement & delight.

How is it done?

Design adds value faster than it adds costs

Joel Spolsky, Founder of Trello

Design Process summarized

User experience & user interface design (UI/UX Design) open vistas for product innovation & sustained growth for your business by implementing design thinking frameworks & best practices in creating digital solutions for your users. With the right UI/UX design, your brand can add value to users’ lives, alleviate pain points, & outperform competitors.