UI (user interface) and UX (user experience) are industry tools that are utilized to develop design and product to work closely together to stimulate interaction between a user and a product or service. User-centered design is just a starting point when strategizing one touch point to another. UI and UX equip designers with insights from content to analytics which create a smooth process that is driven by both strategy and user testing that influence overall brand interaction.
User Interface
User Interface, simply stated, is when a user interacts with a digital product or service. Stemming from user pathways, the UI design features strategically mapped journeys and micro-interactions through information architecture and data visualization. UI designers work to create an impactful interaction with digital products, meet visual expectations, and test well when presented to users.
User Experience
User Experience is an interactive approach to information architecture and data visualization that create ideal pathways and user journeys. UX requires a level of design detail as to which design will impact user behaviors. The UX approach optimally will result in a positive audience experience, engagement and conversion.
UI and UX Impact Design
An authentic and frictionless experience is created with content delivery, conversion, and the brand story in mind. Websites that implement a UI/UX design process result in an improved user experience including increased customer loyalty, higher conversion rates, lowered abandonment rates and decreased customer service requests. The interface design process must balance the intent of visual elements and the user experience (UX) and be executable from a technical engineering perspective.
“Good UX and user interface design are no longer just ‘nice to have’ — they can determine whether a product is cool or not, valued or not, purchased or not. Even a product that is cool in concept can become uncool if its use is not Direct into Action.” Karen Holtzblatt, Contextual Design, Design for Life.
UI and UX are evolving all the time with different ways to approach and utilize these tools. Working together in a team creates a design that is impactful and meaningful for the user. Gathering and collecting information on user personas and implementing user testing creates the chemistry of impactful and data-driven design, increasing retention and conversion rates across the brand landscape.

Erin
Erin Lentz is the Executive Director of Design at ArtVersion. As the main anchor of the ArtVersion team, Erin oversees all of the firm’s internal and client communications. She designed and engineered major strategic shifts for our clients, including Hilton, TransUnion, Caterpillar, and Volvo. To drive user engagement and help evolve their brand experiences by expanding a base of digital offerings and creating new global capabilities utilizing data science, research, and design.
Related Posts
October 1, 2010
Why Your Company Needs a Blog
When we sit down with clients to first talk about the direction their website design is going, we always suggest adding a blog to the layout. Initially we hear resistance. Comments…
0 Comments2 Minutes
May 13, 2014
Creative Agency: Find an Agency that Fits Your Organization
Finding the right creative agency for your organization can be a tough process. Choosing the wrong agency can mean delayed projects, increased cost and even bring mediocre results. While it may sound…
0 Comments4 Minutes
April 16, 2019
ArtVersion Experience Lab Launches in Downtown Chicago
ArtVersion is proud to announce the opening of the Experience Lab in the heart of the finical district of Chicago. The ArtVersion Experience Lab is the premier usability testing and UX research…
0 Comments3 Minutes