Digital Marketing Meets UI/UX

What is UI/UX?

User Interface Design (UI)

UI focuses on the visuals such as the overall looks, feel, presentation, and interactivity of a product. The purpose of UI is to design elements such as icons, buttons, typography, color schemes, spacing, and imagery.

User Experience Design (UX)

The actual interaction or experience between the user and the product is what UX focuses on. UX thinks about how an experience makes a user feel and how easy it is for a user to complete a conversion. The purpose of UX is to create easy-to-navigate, efficient, and relevant content.

While UX can refer to both physical and digital products, UI differs in the way that it is strictly digital. UX looks at what a consumer's buying journey looks like and accessibility. As UI is only digital, this design only looks at the aesthetics. UI/UX work together in digital marketing to overall provide an enjoyable experience for consumers through understanding a user's needs. The two work well together for the simple reason that users are always looking for an easy route and are unwilling to spend time struggling to navigate a page. Along with that, users also are more satisfied with experiences when the visuals and design of the product are pleasing and fitting for a brand and targeted audience.

Good UI/UX marketing results in:

• Better engaging content
• Increased SEO potential
• Identification of user problems and needs
• Delivery of good customer service
• Increased sales and repeating customers
• Higher conversion rates

Bad Example of UI/UX

Amplitude , a digital product analytics platform is an example in which a simple mistake of UI/UX can negatively impact a user's experience.

At first glance, it may look like nothing is wrong with this popup since requesting to share cookies is so frequently done, however, Amplitude had failed to include a simple action on this popup. Amplitude did not include an X or exit button for their users to opt-out. This negatively impacts a user's experience because users are automatically required to click "Accept" to move on to seeing any further content.

Another example of bad UI/UX is from Popupsmart, which allows users to build their own popups.

• Generally, a block-like layout makes it easy for users to navigate and see individual sections. However, in this example, the blocks look very similar to each other which makes it slightly difficult for users to distinguish. Besides the blocks, the popups that are displayed on top make it more confusing for users to pay attention to one section at a time.

Ready to dive into UI/UX? Click here to see some good examples of UI/UX.