UX

It is common to hear a company say it wants to “improve the UX” when what it actually means is changing the colors of its website or updating the interface design. Although the two concepts are closely related, UX and UI are not the same thing, and understanding the difference can have a significant impact on the performance of a digital product.

We visit a website looking for information but cannot figure out where to click. We open the menu and find too many options. Eventually, we reach the service we were looking for, but we still do not understand what the next step is. After a few seconds trying to figure out the navigation, we close the website and look for another option.

When we think about improving a website, we usually talk about speed, design, search rankings, or conversions. However, there is another question that is often left out of the conversation: can everyone use it effectively?