Creating products that provide meaningful and enjoyable experiences.

Why is Usability Critical?

In the absence of effective user experience design, your website's target audience is unlikely to find what they're looking for or take any desired actions. Effective UX design guides people through your website or app, driving sales and brand exposure. Good UI design ensures all website elements are cohesive, aesthetically pleasant, and on-brand.

UI/UX design process

The process itself is iterative which means that given new information and user needs the product undergoes constant refinement.

Product definition

Before you can build a product, you need to understand its context for existence. The product definition phase sets the foundation for the final product. During this phase, UX designers brainstorm around the product at the highest level (basically, the concept of the product) with stakeholders.

Product research

This phase typically includes both user research and market research. Seasoned product designers think of research as a good investment—good research informs design decisions and investing in research early in the process can save a lot of time and money down the road.

The product research phase is probably the most variable between projects—it depends on the complexity of the product, timing, available resources, and many other factors.

Analysis

The aim of the analysis phase is to draw insights from data collected during the research phase, moving from “what” users want/think/need to “why” they want/think/need it. During this phase, designers confirm that the team’s most important assumptions are correct.

Design

When users’ wants, needs, and expectations from a product are clear, product designers move to the design phase. At this step, product teams work on various activities, from creating information architecture (IA) to the actual UI design. 

Validation(Testing)

Validation is an essential step in the design process because it helps teams understand whether their design works for their users. Usually, the validation phase starts after the high-fidelity design is ready, since testing with high-fidelity designs provides more valuable feedback from end-users).