User Experience (UX) design is about ensuring that the product accomplishes the client’s goals and brings them delight. User Interface (UI) design determines the visual and interaction design of the product.
UX design is about ensuring that the product accomplishes the client’s goals and brings them delight. It starts with outlining the overall experience (how will users learn about, install, and use the product?) and incorporates an ongoing evaluation of how well the product meets its goals (for example, usability testing during development to make sure that the interface is intuitive).
UI design determines the visual and interaction design of the product. It addresses questions like: “Should this element be a checkbox or a radio button?” and “Are these colors visually appealing and meaningful?”
Broadly speaking, UX is to UI as strategy is to tactics.
We develop and improve UX/UI holistically, taking into consideration its relationships with many other parts of the product and the business at large. For instance, we architect and develop software using methods that provide flexibility in design as well as functionality. We view UX/UI as an extension of corporate identity, since interactions with the product will continue to shape perceptions of the business. This means that we consider the UX/UI of a business' digital presence, beyond products: website, landing pages, newsletters, social media campaigns, and other public-facing parts of a business should be as delightful and intuitive as its products are.
To ensure consistency, we clearly document UX/UI guidelines and best practices, so that they can be incorporated into the development of new products. Whenever possible, we also make sure that the product's UI incorporates and strengthens the business' trademarks and other intellectual property.