EDITIONS

UX design is not graphic design; it’s business strategy

The UX designer has to focus on the bigger picture and participate in complete business strategy rather than restricting himself to the Graphic designing. They have to strategize, who are the end users, what do they actually need and also have to concentrate on designing a fantastic interface. 

Brianna Castro
20th Aug 2018
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UX design is Not Graphic Design; it’s Business Strategy

UX design is Not Graphic Design; it’s Business Strategy

User interface (UI) design makes the interfaces on web look in style. The User Experience Design (UX) is creating the products which give more relevant experience to users. People use these two words, UI and UX interchangeably but, UX design covers a vast array of other areas such as branding, usability and functionality. The UX design agency aims to create designs which users will find easy to use and enjoy using them.

The UX designers will be concerned about why, what and how to use the product. Their work involves motivating the users how to and why to adopt a product. They primarily work on the principles of human computer interaction. Companies around the world are obsessed with UX so deeply that they don’t understand nuances between UX and UI.

They address the functionality of a product. The UX designers will make sure that the substance of the product comes out through their design. The UX designer will own the designing experience of the product and come out with excellent business strategy to market the product. They design in entirety – the interface and its underlying components- to make the information system user friendly. That is the reason UX designer is also called the UX consultant or information architect.

Since the UX designer encompasses the complete user journey regarding a product, most UX designers address all the relevant issues by keeping their efforts channelled towards customer satisfaction. A graphic designer can come up with beautiful designs and a consistent look throughout your site or app but the UX strategists are a Strategic Business advantage. Companies that are looking to outrun the competition and stand apart should focus on user experience and make it an integral part of their product development cycle.

When you look, what’s the most appealing aspect of a modern website? A lot of icons with a gorgeous background and eye-catching images and definitely a lot of short blurbs. All these aspects combine together and give out an epic website that you hoped you’d have. The UX designer will identify and evaluate all aspects, perceptions and points of interaction between the computer system and the End User. Being a UX designer he should also understand human behaviour and psychology along with the flow and technical knowledge required for developing the system.

A UX designer is believed to help in returning 100$ for every 1$ that is being invested. So a UX designer plays a major role in building an appealing and interesting website. If you want your business to function on that 100-to-1 ROI (return on investment), you should be looking for a business strategist rather than an artist!

When we look at the business goals, they are like

* Sell 3 million widgets this year

* Add / Increase new users every month.

* Make one million users by the end of this year

No doubt Reaching 1 million active users involves the Marketing and Sales people. These goals have very little to do with UX. But, what the UX designers are concerned is “HOW” to make it happen, and “WHAT” do we have to do to establish ourselves as a leading brand in the market. Here the marketing team might partner with UX team and exchange ideas around market research identifying the target audience and understanding their requirements and desires.

The UX designing team should come up with the Business Strategy about

* How to make the product extremely desirable?

* Remove the hitches that are blocking people to approach our product

* Identify and design new features that meet the demand in the market and help us to outshine our competitors

Why do we say UX design is Not Graphic Design; it’s Business Strategy?

The company has to do the research whether people are interested in our marketing content or leaving it even before becoming a user? This is where the UX designer pairs up with the data analysts and analyse the reason why are they losing interest in our site and how to make it more appealing and reachable.

The UX designers have to partner with the customer service team and check for the major points of conflict and where are we getting the complaints. This helps the UX designers to make the product more usable according to the needs and desires of the users.

If there is anything about the product itself that is causing the friction, then they have to come up with some alternative tests and locate where does the problem lie. In such situations, the UX designers may partner with the Engineering team.

Hope this makes clear how broad the job description of a UX designer can be. The UX designer has to focus on the bigger picture and participate in complete business strategy rather than restricting himself to the Graphic designing. They have to strategize, who are the end users, what do they actually need and also have to concentrate on designing a fantastic interface. 

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